Pure Aroma of Emperor Akbar Cardamom Emperor Akbar Cardamom has released a series of films created by Water Communications, Mumbai. The films are based on the fact that aroma is often directly linked to a certain memory, event or emotion. Like, the smell of the earth after the first rains is distinctive and triggers specific memories. As does the smell of a new book, or a bouquet of flowers. The perfume worn by a loved one even in the distant past can bring back immediate memories of that person or occasion. That’s the central idea behind these films. Of course, ultimately linked to the aroma of cardamom which is distinctive, powerful, delicious and even therapeutic. Aroma is one of the key attributes of cardamom. The quality of cardamom is ascertained by the degree of aroma it retains and emanates – because aroma is an indicator of the flavour cardamom will impart to dishes it is being used in. Thus cardamom that has lost its aroma is more or less useless. Aroma in cardamom is a function of the pod size, number of seeds it contains, and the oil content within these seeds. However when it comes to marketing cardamom, that is only half the battle. The other half lies in the packaging. Emperor Akbar Cardamom were the first to introduce special Aroma-lock packs that literally seal the aroma in as soon as they are packed. As long as the remaining cardamom are retained in this pack and securely locked after each use, it will retain much of its plantation-fresh aroma for a long time. Aroma is very important in the culinary experience because the sense of smell plays a huge role in the sense of taste. A person whose sense of smell is compromised can lose appetite for food, because smell actually enhances the sense of taste. All of which makes cardamom a powerful spice used in flavouring foods and beverages – often called the ‘Queen of Spices’ Hemen Ruparel, CEO, Emperor Akbar Cardamom said: “We like that the situations and emotions captured in these films are universally relatable. It enables the viewer to immediately associate with the protagonists and their memorable moments. In the end, our product, cardamom, is all about aroma and flavour. Without aroma, cardamom loses its potency and utility. It’s why we spent lots of time and energy researching and developing this pioneering packaging technology that helps retain the aroma, flavour and freshness of our cardamom, long after the pack reaches the end-user’s kitchen. We are delighted that this series of films instantly tells the story of our product through powerful association.” Emperor Akbar is one of the two entities in the world that is certified to market the GI-Tagged Alleppey Green Cardamom. India is the second largest producer and exporter of cardamom in the world; but in terms of quality, it is second to none. Alleppey Green Cardamom is much sought after by chefs and homemakers right around the world.