Adding value to Kashmir saffron: could ingredient branding be a solution?

Abstract

The world is dominated by brands. The majority of food products are branded. However, the farmer does not sell the majority of farm commodities as branded products. The promotion of brands for domestic agricultural commodities can be interpreted as a necessity for agribusiness commodities to be differentiated. Differentiation is accomplished through the use of branding strategies. Agribusiness commodities, which have historically lacked incentives to differentiate themselves, must develop branding strategies in order to establish a prominent consumer position. Additionally, ingredient branding is a strategy for differentiation. Saffron from Kashmir is currently under threat of adulteration by unscrupulous elements and increased competition from cheaper Irani saffron. In such a situation, bringing Kashmir saffron under geographical indication can serve as a branding tool for the spice, and branding strategies such as ingredient branding appear to be a rational response.