With No Farming Background, This Punjab-Based Brother-Sister Duo Grows Authentic Kashmiri Saffron Indoors; Clocks ₹26L in Two Seasons

Kashmir is world-renowned for producing saffron, referred to as ‘Red Gold.’ It is the only region in India where saffron cultivation takes place. 

Saffron cultivation in Jammu and Kashmir primarily takes place across four districts, Pulwama, Budgam, Srinagar, and Kishtwar, of which 86% is grown in Pampore.

Kashmiri saffron is prized globally for its deep crimson colour, high crocin content, strong aroma, and medicinal value, making it one of the most expensive spices in the world.

Kashmiri saffron is widely regarded as one of the finest varieties in the world, which comes at a cost of around Rs. 300-400 per gram and can go up to Rs. 1,500 or more for premium Mongra grade. 

In contrast, Iranian saffron is far more prevalent in the Indian market because it is significantly more affordable and available in large volumes. 

To raise awareness of the value of Kashmiri saffron and meet rising demand, Punjab-based siblings Aastika Narula and Shanker Narula began cultivating Kashmiri saffron in-house under controlled conditions.  

They launched the venture under the brand name Grow Grower in 2024. Initially mentored by their father, Mr Vikas Narula, the sibling founders cultivated around 1.3 kg of saffron in their first indoor farming season (2024-25) and sold at prices ranging between Rs. 1,300 and Rs.1,650 per gram in the overseas markets.

“Basically, none of us comes from an agricultural background; my sister and I both have degrees in computer applications and political science, so this venture was actually our father's idea, born out of his interest in how modern technology can transform traditional sectors,” Shanker tells Startup Pedia in an exclusive interview.

About the Founders of Grow Grower, Aastika Narula and Shanker Narula

Both Aastika Narula and Shanker Narula belong to Ludhiana, Punjab. Aastika (25) holds a degree in Political Science from Delhi University, which she completed in 2020. 

After finishing her education, she stayed in Delhi to prepare for the UPSC Civil Services exam. She made two attempts but was unable to clear them. 

Disheartened by this, she returned to her hometown and pursued short-term courses in entrepreneurship and innovation between 2022 and 2024. 

During this time, she also tried exploring various projects with her father, including forex trading, stationery items, and geopolitics, before eventually founding Grow Grower.

Shanker Narula (23) completed his Bachelor of Computer Applications (BCA) at Chandigarh University in 2024. 

Following his undergraduate studies, he joined his sister in the venture. As of 2026, both Shanker and Aastika are in the same batch, pursuing an online MBA program through Chandigarh University.

Initial Motivation for Founding Grow Grower

The foundation of Grow Grower was a result of a family-driven curiosity for agricultural innovation. The idea to begin cultivating saffron in-house originated with their father, Vikas Narula, a banker by profession. 

"My father is a banker by profession at Punjab National Bank, but he is a researcher at heart. He is constantly looking into upcoming agricultural techniques and new technologies that can be adapted for the Indian market, which is how he discovered indoor saffron farming during the 2019-2020 period," Aastika tells Startup Pedia.

It was the COVID period when he began researching modern agricultural techniques and upcoming technologies.  

After researching various ventures like goat, cattle, mushroom, and pearl farming, he discovered that indoor saffron farming (practiced in Iran and Western countries) was virtually non-existent in India. 

He recognized a supply-demand gap, as 95% of the world’s saffron comes from Iran, while the premium Kashmiri variety is produced in very small quantities in India. 

"India is an incredibly price-sensitive market, but a lot of the cheaper saffron people buy is imported from Iran and lacks the medicinal depth, aroma, and lab-tested purity of real, high-grade Kashmiri saffron," Aastika says.

Initial Investment

To start the venture, Shanker and Aastika invested approximately Rs. 55 lakh, which they secured through a personal loan and financial assistance from their mother. 

Roughly Rs. 18–20 lakh was invested in procuring seeds from Kashmir, while another Rs. 5 to Rs. 7 lakh was spent on infrastructure. Significant funds were also allocated to vertical racks, specialized trays, wiring, LED lighting, and a chiller system designed to replicate the "Kashmir-like" climate.

"With our indoor aeroponics setup, we are essentially trying to 'create Kashmir' in the middle of Punjab by manually controlling every factor from temperature and humidity to carbon dioxide levels and airflow to match the high-altitude environment," Shanker says.

Initial Training and Challenges

Since the Narula family had no prior agricultural background, their first step was to bridge the knowledge gap. 

In 2023, they sought specialised online training from Dr. Ardalan, a renowned scientist in Iran, and collaborated with research institutes in Delhi and Gujarat to understand tissue culture and the medicinal properties (Crocin and Safranal) of the crop. 

The family was also involved in reviewing research papers on Google Scholar and visiting traditional farms in Pampore, Kashmir, to visualise the actual setup.

“We spent nearly four years (between 2019-23) in intense research, downloading papers from Google Scholar and studying two full volumes of literature, because we knew that in this field, you shouldn't plant a single seed until you understand the science behind it," Aastika says.

However, this preparation did not exempt them from facing real-world hurdles. One of the most significant logistical challenges was the high seed mortality rate, as nearly 20% of the saffron corms were lost or damaged due to heat while being transported from Kashmir to Punjab. 

To counter this, Shanker developed a protocol using antifungal treatments and diverted damaged seeds to soil planting to focus on weight gain rather than immediate flowering.

In their first year, they overspent on heavy brickwork and thick insulation, pushing civil costs to Rs. 5–7 Lakhs. 

While this was initially viewed as an over-investment by the family, it proved to be a strategic advantage, as the heavy insulation allows the farm to maintain its climate for up to 24 hours during power outages without needing a massive generator.

In his second year, Shanker allowed too many "daughter bulbs" to grow on the mother plant, which drained the nutrients and caused the yield to drop to just 800 grams from 1.3 kg.

"As young entrepreneurs, we have that 'young blood' mindset where we think we know best, but my father’s existing knowledge of agriculture often provided the perspective we needed to correct our mistakes before they became too costly,"  Aastika tells Startup Pedia.

This experience taught him the critical importance of pruning to ensure the plant's energy is concentrated on high-quality flowers.

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Roles of the Founders

Shanker serves as the technical and production lead, managing the indoor farm's daily operations. His responsibilities include monitoring delicate aeroponic cycles, regulating CO2 levels, and maintaining precise temperature variations. 

Over time, he has also become the primary researcher for the venture, focusing on seed health, antifungal treatments, and the biological management of saffron "daughter bulbs."

Aastika, leveraging her expertise in international trade, oversees marketing, digital strategy, and export logistics, responsible for the brand’s positioning and the distribution of their saffron in key international markets, specifically Australia and Canada.

About Grow Grower

Located in Ludhiana, Grow Grower specializes in the indoor cultivation of premium Kashmiri saffron. 

Their cultivation method utilises aeroponic technology, where plant roots are suspended in the air and misted with a nutrient-rich solution, oxygen, and water to achieve faster growth and higher yields. 

The venture operates within a 630 sq. ft. climate-controlled chamber and employs a vertical farming model to maximise productivity.

The saffron corms (bulbs) are grown in a soilless environment, placed in wooden or plastic trays on multi-tier racks where they receive moisture and nutrients directly from the air. 

To "create Kashmir in Ludhiana," the facility uses chillers and specialized grow lights that mimic natural sunlight patterns during the day and cooler temperatures at night.

Environmental parameters are strictly regulated based on the growth stage:

• Temperature: Maintained between 3°C and 27°C.

• Humidity: Regulated between 30% and 80% to prevent bulb rot while ensuring proper hydration.

• CO2 Levels: Kept between 800–1300 ppm for optimal photosynthesis.

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Production, Yield, and Revenue

A common misconception that the founders highlight is that saffron is only a four-month crop. In reality, it requires year-round management. 

"People often have this misconception that saffron is a simple four-month crop, but in reality, it requires a full 12-month commitment. You have four months of indoor cultivation followed by eight months of soil management to ensure the bulbs gain enough weight for the next cycle," the owners of Grow Grower tell Startup Pedia.

The months of August to November are known as the aeroponic phase, where the corms are placed in the climate-controlled chamber for flowering and harvesting. 

After the harvest, the bulbs are moved to the soil outdoors to produce daughter bulbs and gain the weight necessary for the next season’s bloom. 

In the 2024–25 season, Grow Grower sold approximately 1.3 kg of premium Kashmiri saffron, largely through international trade. 

Exports were primarily routed to Australia and Canada, where the saffron was sold at prices ranging between Rs. 1,300 and Rs.1,650 per gram, depending on the market. 

These export sales formed the bulk of the revenue and contributed to around Rs. 17 lakh in earnings for the season. 

In the ongoing 2025–26 season, the venture has so far sold around 500 grams of saffron (Rs. 1,800 per gm) to the domestic market, generating a revenue of around Rs. 9 lakh. It expects to reach Rs. 17 lakh by the end of the season (late summer) through the following additional source:

• Consultancy and farm visits, priced at around Rs. 2,400 per person

Business Model and Distribution Channels

Grow Grower operates on both a B2B and a B2C model. Approximately 85% of their produce is directed toward the export market, focusing on bulk orders for international clients, primarily in the food and pharmaceutical industries. 

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Target Markets

• High-End Culinary: Chefs and food industries looking for authentic aroma and flavour.

• Pharmaceuticals: Companies utilising saffron for its health benefits (heart health, antidepressant properties, and eye health).

• Traditional Markets: While the Indian market is currently "price-sensitive" (dominated by cheaper Iranian imports), Grow Grower is targeting the growing segment of health-conscious consumers willing to pay a premium for purity.

Looking Forward

The primary aim of Grow Grower is to produce high-quality, medicinal-grade Kashmiri saffron and ensure its availability to Indian consumers, who currently rely heavily on lower-grade imports. 

To scale their impact, the founders intend to aggregate yields from their nationwide network of partners. This collaborative approach allows them to fulfill large international orders (8–15 kg) that would be impossible for a single small-scale indoor farm to manage alone.

Furthermore, they are working toward becoming self-sufficient in seed production and reducing their dependence on expensive external procurement.

"Farming is a discipline that you cannot truly understand through books alone; you have to do it. Until you make mistakes and see a crop fail or succeed in real-time, you cannot develop the solutions required to sustain a business like this," Shanker tells Startup Pedia.

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