Draft:Kashmiril
Indian e-commerce company selling Kashmiri products
From Wikipedia, the free encyclopedia
Kashmiril is an Indian direct-to-consumer e-commerce company based in Anantnag, Jammu and Kashmir, that sells Kashmiri products, wellness goods, and skincare through its website. Its catalogue includes saffron carrying a Geographical Indication (GI) tag, Shilajit, dry fruits, honey, kehwa, and cold-pressed oils.[1]
| Company type | Private |
|---|---|
| Industry | E-commerce, Food & beverage |
| Founded | October 2025 |
| Headquarters | Anantnag, Jammu and Kashmir, India |
| Website | kashmiril |
The company was founded in October 2025. It has not disclosed revenue figures or external funding.[1]
Background
Kashmiril was established by Kaunain Kaisar Wani as an online-only retailer selling products sourced from the Kashmir Valley. The company states that it works directly with local farmers and artisans, bypassing conventional wholesale distribution.[1] It uses a content marketing approach, publishing blog articles about its product categories to drive organic search traffic rather than relying on paid advertising.[citation needed]
The company's saffron products are marketed as originating from the Pampore region of Pulwama district and conforming to ISO 3632 grading standards. Kashmir saffron received Geographical Indication tag number 635 from the GI Registry in May 2020, a certification administered by the Directorate of Agriculture, Kashmir.[2][3]
Industry context
Kashmiri saffron
Kashmir is the second-largest saffron-producing region after Iran. Cultivation is concentrated in the Karewa highlands around Pampore, covering approximately 3,715 hectares, with around 16,000 families involved in the trade.[2] The industry has faced long-term challenges from cheaper Iranian imports, adulteration, land loss to urbanisation, and erratic rainfall. A gram of Kashmiri saffron fetched ₹120 in 2020, down from ₹250 in 2007.[4]
The GI tag was intended to differentiate authentic Kashmiri saffron in the marketplace. The National Mission on Saffron, a central government programme, addressed irrigation infrastructure and contributed to improved yields.
D2C e-commerce in India
India's direct-to-consumer e-commerce market was valued at approximately US$87.5 billion in 2025, with projections of reaching US$322 billion by 2031.[5] As of 2024, the country had more than 800 D2C brands across categories.[6] A McKinsey & Company analysis projected D2C sales specifically would grow from US$10–11 billion to US$55–60 billion by 2030.[7]