India produces 80% of the world's turmeric, a spice with a rich history in cooking and herbal medicine. Recently, turmeric's popularity has surged in Western markets due to the health benefits of curcumin, a powerful compound. However, Indian farmers mainly grow low-curcumin turmeric, limiting their profits. Meanwhile, countries like Fiji are cultivating higher-curcumin varieties to meet demand. This video explores why Indian farmers struggle despite their dominant production and how they might benefit from rising global interest.