Pampore, June 13 -- Noushaba Jeelani, popularly known as the 'Saffron Queen of Kashmir', has turned a traditional crop into a global sensation, with an aim of women's empowerment. Her saffron brand 'Noush' exports saffron in Europe and the Middle East.

Jeelani involved hundreds of local women in saffron harvesting, packaging, and quality control, turning saffron cultivation into a sustainable livelihood. Her startup has collaborated with global e-commerce platforms and luxury wellness brands, putting Kashmir's saffron back on the worldwide map.

Speaking to ANI, Noushaba Jeelani said, "We shifted to Saudi Arabia for five years. Seeing a decline in the saffron business, we thought to come back and give a new identity to an already running...