“I started from scratch in 2007, completely homemade, with a company called YS Foods and Spices in Chadoora, Budgam,” recalls Syed Ghulam Mustafa Masoodi, his eyes lighting up at the memory. What began in a modest setup would eventually become Adfar Agro Foods and Spices—one of J&K’s most celebrated emerging spice brands.
But Masoodi’s journey didn’t start with spices. He was a fruit dealer and grower, travelling outside Kashmir for trade purposes. During these trips, he noticed something remarkable. “Wherever I went, Kashmir spices were hot favourites across the globe,” he says.
“People weren’t just buying them—they were craving that authentic Kashmiri experience.”
The early years tested every ounce of Masoodi’s determination. Just as YS Foods was finding its footing, Kashmir was engulfed in disturbances during 2008 and 2010. Supply chains collapsed. Operations ground to a halt. The future looked bleak.
“Those were the darkest days,” Masoodi admits. “There were moments when continuing seemed impossible.”
Most entrepreneurs would have quit. Masoodi doubled down.
In 2011, while uncertainty still gripped the valley, Masoodi made a bold move. He purchased land at the Industrial Estate in Rangreth and began upgrading his facilities. It was a massive gamble—investing heavily when others were pulling back.
“I had to crawl for my success,” he reflects. “It wasn’t a big leap at one go. But I believed in Kashmir’s spices, and I believed in what we could build.”
By 2012, the new facility was ready. Former Finance Minister Abdul Rahim Rather inaugurated the plant at Rangreth—a moment of validation that the government recognised his vision. But Masoodi wasn’t satisfied with regional success. He wanted to take Kashmir to the world.
In 2014, the company rebranded as Adfar Agro Foods and Spices, operating from its expanded Rangreth facility. The transformation was complete—from homemade operations to industrial-scale production, all while maintaining uncompromising quality standards certified by FSSAI.
“The encouragement we received at various platforms, both nationally as well as internationally, including at Dubai, was overwhelming,” Masoodi shares, recalling his participation in the Indo Food exhibition in 2017 and 2018. For a brand from Kashmir to showcase alongside international giants was both humbling and exhilarating.
With each appearance, strengthening Adfar’s reputation. By 2021, the company had achieved nationwide representation through partnerships with the help of the Industries and Commerce Department and JKTPO. Kashmir’s authentic flavours were now reaching homes across India.
Food festivals and hospitality events began specifically recommending Adfar products. Chefs whispered about the superior quality. Food critics took notice. The brand that started in a small facility in Chadoora was becoming a household name among those who valued authenticity.
Then came 2025—the year everything crystallised.
“Receiving recognition from Chef Sanjeev Kapoor was surreal,” Masoodi says, his voice thick with emotion. “Here was India’s most celebrated culinary icon, and he was acknowledging our work. It validated every struggle, every sleepless night, every moment of doubt.”
Adfar Agro Foods was honoured as the “Most Emerging Brand” at India’s most prominent Food & Hospitality Awards, presented by Chef Sanjeev Kapoor himself. The company also received an appreciation certificate from FSSAI Jammu and Kashmir for maintaining exemplary food safety standards.
For a man who started with homemade operations during some of Kashmir’s most turbulent years, standing on that stage represented more than business success. It was proof that quality, perseverance, and vision could overcome any obstacle.
“My son represents the future,” Masoodi says with unmistakable pride. “He understands markets, technology, and global trends in ways my generation couldn’t have imagined.”
Syed Faizan Masoodi, now serving as CEO, is among the youngest chief executives in Jammu and Kashmir. While his father built the foundation through grit and determination, Faizan is expanding the empire with innovation and digital savvy. Together, they represent the perfect blend of experience and ambition.
“He respects our roots, our commitment to quality, and our responsibility to Kashmir’s farmers,” Masoodi adds. “That’s what will keep Adfar growing for generations.”
What’s the secret behind Adfar’s success? Masoodi doesn’t hesitate.
“Never compromise on quality. Never,” he emphasises. “In an age where everyone is cutting costs, we’ve remained committed to authenticity. Our customers taste the difference, and that’s why they trust us.”
He also credits the farmers and workers who supply the raw materials. “Our success is their success,” he insists. “We’re not just building a brand—we’re uplifting entire communities.”
Today, Adfar Agro Foods offers a full range of premium Kashmiri spices, from the finest saffron to aromatic cardamom, from rich Kashmiri chilli to fragrant fennel. Each product carries the promise that first drove Masoodi to start this journey: authenticity you can taste.
For young entrepreneurs watching from the sidelines, Masoodi’s advice is simple but powerful.
“Your circumstances don’t define your potential—your vision does,” he says. “I started during some of the most difficult times in Kashmir’s recent history. If I had waited for perfect conditions, I’d still be waiting. Start where you are, use what you have, and never stop believing.”
He pauses, then adds with a smile, “And remember—where there is a will, there is always a way.”
From a fruit dealer observing the global love for Kashmiri spices to the founder of a nationally acclaimed brand, Syed Ghulam Mustafa Masoodi’s journey proves that dreams seasoned with determination can overcome any adversity. As Adfar Agro Foods continues expanding its reach, it carries not just the flavours of Kashmir but the inspiring story of one man who refused to let circumstances define his destiny.
