This video explores why Indian farmers, who grow 80% of the world's turmeric, are struggling despite the spice’s global popularity. It examines how Western demand for high-curcumin turmeric, used for health supplements and medicines, offers bigger profits but Indian farmers produce turmeric with lower curcumin levels. Meanwhile, countries like Fiji are growing higher-quality turmeric for Western markets, leaving Indian farmers behind. The video discusses opportunities for farmers to benefit from this demand shift.