Srinagar, Aug 25, KNT: A controversy has erupted over the quality of KC Super Fine flour manufactured by Jammu Flour Mills after a consumer shared a video showing insects crawling inside the flour bag he had purchased. The video, which has gone viral on social media, has triggered anger among consumers who have demanded accountability from both the manufacturer and the regulatory authorities.
In the viral clip, the buyer can be heard expressing shock and disappointment while displaying the adulterated flour. Holding up the packet bearing the brand name KC Super Fine, he pointed towards the label that proudly claims “50 years of trust” and questioned whether such contaminated products reflect the company’s commitment to consumers.
“Is this the trust you are talking about? Is this the food you are feeding the people of Kashmir?” the buyer remarked in the video, while showing insects mixed with the flour.
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The incident has sparked widespread criticism of quality control standards in the food supply chain. Locals have raised concerns over how such a product managed to reach the market despite the existence of food safety regulations. “This is not just about one consumer, it’s about public health. If brands with half a century of so-called trust can supply such contaminated flour, then what is the state of checks and balances?” asked a resident from Srinagar.
Consumer rights activists as per the news agency Kashmir News Trust have also reacted strongly, demanding an immediate probe by the Food Safety Department. They argue that companies trading on long-standing reputations must be held to stricter accountability. “The presence of insects in a staple like flour is unacceptable and points to either negligence at the production level or deliberate disregard for hygiene standards,” an activist said.
Meanwhile, health experts have warned that consumption of insect-infested flour poses health risks, particularly for children and elderly individuals. They stress the need for consumers to remain vigilant and check packaged goods thoroughly before use.
The episode has reignited debate on food safety enforcement in Jammu and Kashmir, where consumers often complain about substandard products going unchecked in the markets. Unless the authorities act swiftly, observers warn that public trust in packaged food brands may further erode. [KNT]
#KCSuperFine Atta under scanner after insects found in flour bag
Viral video sparks outrage over #KC Super Fine flour quality in Kashmir
Buyer questions ‘50 years of trust’ pic.twitter.com/8CHHrQcT1K— Kashmir News Trust༝ (@kntnewsagency) August 25, 2025
