“Before this job, we were struggling with only my father’s small income. I wanted to help my family but had no regular work, so it was hard to imagine a better future,” recalls Yasmeena Bano, a 26-year-old artisan from Pampore, Kashmir.

Her words paint a vivid picture of the immense hardship many women face in this picturesque valley, where natural beauty often contrasts sharply with economic uncertainty.

For years, her family survived on the limited income of her father, a farmer who worked tirelessly to make ends meet but whose earnings were barely sufficient to cover the household’s basic needs. With few opportunities available locally for women to earn independently, Yasmeena and many like her found themselves trapped in a cycle of financial vulnerability.

“It was not just about the money,” she says. “I wanted to feel useful, to contribute in a meaningful way to my family’s well-being. But those chances were rare and inconsistent.”

This narrative, of women seeking dignity and independence amid economic hardship, is echoed throughout Kashmir’s rural communities. Amidst these challenges, a family-run business rooted in tradition but driven by modern ambition is trying to provide hope across the town by improving the lives of these women.

HERB HEAVEN, a name that now resonates far beyond the fields of Pampore, is not just a company selling saffron and other Kashmiri products. Pampore, often hailed as the ‘Town of Saffron,’ is a region in Kashmir renowned for cultivating this precious spice, something that cannot be grown just anywhere in the valley.

The Mir family, proud natives of the region, has built their business rooted in this special heritage. Their journey from humble beginnings to international recognition is as inspiring as it is earnestly personal, embodying a movement of legacy and empowerment that goes beyond commerce.

The origins of HERB HEAVEN date back to 1965 when the family’s grandfather, a schoolteacher by profession, made a career-altering decision. Motivated by his passion for Kashmir’s land and its renowned saffron, he left his government job to dedicate himself entirely to farming.

“My grandfather believed in the potential of our soil and the legacy of saffron,” explains Monis Mir, the CEO and managing partner of the company. “He knew this crop was valuable, sacred, and a symbol of Kashmir’s identity,” he tells The Better India.

Returning home: The modern vision of the Mir brothers

The Mir family farm, spanning 30 acres with half devoted to saffron cultivation, became the heart of this legacy. For decades, saffron was harvested, sorted, and sold through local channels and small ayurvedic manufacturers. While the family’s dedication was unshakeable, they faced significant challenges like inconsistent markets, a lack of branding, and limited reach beyond regional borders.

It was in 2019 that Monis, having spent years studying International Business in the UK and working in Dubai’s banking sector, decided to return home and take HERB HEAVEN to new heights alongside his younger brother, Mohsin.

“Though I had established a........

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