Premium Indian Saffron Launched in the UK

22 Dec 2016 --- Young British-Indian entrepreneur, Mr. Mahbir Thukral has launched the first international brand for Premium Indian Saffron.

Commonly referred to being the world's most expensive spice, with his brand, Mahbir Premium Indian Saffron, Mahbir hopes to leverage the growing appetite among European consumers for novel ingredients and flavours, by bringing the taste and use of saffron into the mainstream.

Available in two gift box formats - 0.5g and 1g, Mahbir has recently introduced 100% pure red  stigma-tip saffron strands, which have been grown, handpicked, and harvested by the co-operative  farmers in Kashmir, India.    

To support consumer understanding of the unique taste profile that saffron offers, Mahbir has also created an introductory range of high quality, ready-to eat products all of which have been infused  with Mahbir Premium Indian Saffron. 

These are:  
1. Belgian Milk Chocolate infused with Premium Indian Saffron  
2. Crisp Apple Jam infused with Premium Indian Saffron  
3. Tangy Orange Marmalade infused with Premium Indian Saffron 
   
Through introducing these accompanying products, Mahbir explains, "most European consumers  consider that saffron can only be used in a handful of dishes such as Cornish saffron buns, Italian risotto and Indian Biriyani. Furthermore, the price point of saffron can be quite intimidating for some people as well. Through these ready-to-eat products, if consumers are able to easily distinguish and describe the flavour of saffron, they are more likely to use saffron with confidence in their day-to-today cooking."  

India has a rich culinary tradition, and especially in recent years has influenced many significant global food trends. One such example is turmeric. A staple ingredient for Indian housewives due to its culinary and medicinal advantages, turmeric lattes have now become a common feature on themenus of cafés across Europe. Cardamom is another example. 
   
But whilst India is the originator and continues to remain as the leading exporter of such trendsetting ingredients, Indian brands on the other hand have failed to capitalise on this global phenomena, and to establish themselves in the European premium food category. This is especially when consumers, and more specifically millennial consumers are prepared to spend more money on  higher quality food products. 

By launching Mahbir Premium Indian Saffron, Mahbir is hoping to lead by example as India's entry  into the European premium food category.    

"Even in established markets such as the UK, there is not a single premium Indian food brand. By this, I mean food products from India that are found in Harrods or Selfridges for example."    

"Unlike the hospitality sector where top Indian chefs in London restaurants have fused together  Indian approaches with European ingredients (such as Scottish Lamb encrusted with a Garam Masala  spice rub), in contrast Indian food in the home continues to remain very categorical. A consumer will  generally purchase Indian spices in order to only prepare Indian dishes."    

"What I am trying to do especially with the saffron-infused product range is to broaden the appeal and usage of Premium Indian Saffron beyond specific dishes. This is truly East meets West. By celebrating this opulent of Indian spices, andinfusing it in popular European treats, I'm hoping to inspire novel uses and serving suggestions in an approachable manner."    

"Take the Tangy Orange Marmalade infused with Premium Indian Saffron as one example. Orange  marmalade is the most popular fruit conserve. With the addition of Premium Indian Saffron, musky, floral taste notes bring a new dimension to light, citrus bursts of the oranges. With which, this product complements the most European of cheese boards perfectly, or by spreading thinly on a  Victoria sandwich cake can create a completely new taste experience to this very British 
classic."

In the UK, Mahbir Premium Indian Saffron recently launched at the BBC Good Food Show Winter in  Birmingham (24th - 27th November 2016). Attracting over 70,000 visitors during the four-day show, a myriad of consumer demographics visited the Mahbir stand, and provided some very insightful  feedback on what consumers currently know about saffron.    

Feedback on the product samples and the initial sales that followed were very positive. "To my  surprise, quite a few people who were clearly unfamiliar with saffron queried if the spice may infact  be spicy," Mahbir remarked.

"At first, I thought it was a one-off question but during the course of the show, several more people had made similar enquires. With this new insight, I will be making sure that this is addressed when  supporting retailers during product demonstrations to their customers."  
  
In January 2017, Mahbir will launch the brand and product range in the Netherlands during the  Amsterdam event, Hotelnacht weekend. This event invites local residents to stay in some of the  city's most exclusive hotels for a fraction of the cost. Festivities will also be held in the partner hotels during this weekend, and Mahbir will collaborate with the Marriott Hotel to introduce Mahbir  Premium Indian Saffron.

Currently, Mahbir Premium Indian Saffron is available to purchase online. Entering 2017, Mahbir will be actively seeking distributors and retailers across Europe with the  Mahbir product range. Furthermore, Mahbir Premium Indian Saffron strands are also available in  wholesale format for the hospitality industry. As the 'saffron expert,' Mahbir is also providing handson menu development for bars and restaurants. Several bars in Amsterdam are currently trialling saffron-infused ice cubes for inclusion in their Gin & Tonic drinks.

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