Alfajer Mart, was established in 2017 to stop the exploitation by middlemen or brokers. Alfajer Mart, is a producer of Kashmiri saffron and saffron based products,dry fruits and a platform to buy the Kashmiri hereditary products. Saffron cultivation after 1960 has been diffused in several non-traditional areas outside of Pampore. Marketing of saffron is largely in the hands of middlemen and their firms. Generally the price of the commodity is determined by the middlemen and the marketing firms. Alfajer Mart, aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Alfajer Mart, is exclusive marketing organisation of “Magray” and “Noor” branded products. Alfajer Mart, product range comprises Saffron (kesar), dry fruits, saffron cream, saffron soap, saffron based cosmetic products, Kashmiri handicrafts, Kashmir art, Kashmiri apples, Kashmiri spices etc. Alfajer Mart, is not only a company, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream, to hope, to live.