Surati Sweet Mart

What Surati Sweet Mart does

Surati Sweet Mart Limited is a Toronto-headquartered, privately held Indian food manufacturer and distributor founded in 1981, with the underlying Surati brand tracing back over 70 years through family recipes. The company produces and sells more than 400 SKUs spanning traditional snacks (sev, bhujia, chips, chevdo, khakhara), frozen foods (samosas, kachoris, parathas, naans, cut vegetables), pickles, sweets, and ready-to-eat items under four brand umbrellas: Surati (200+ products), Shalini (ethnic snacks and pickles, 15+ years), Golden (eggless baked goods, launched 2008), and Grain Zero (granola, launched 2021).

The company's revenue model rests on three streams: in-store retail and food service at its 300 Middlefield Road, Toronto flagship; Gujarati-vegetarian catering for weddings, receptions, and parties; and wholesale distribution of packaged products across Canada, the United States, Australia, and New Zealand. Wholesale distribution is operated through three wholly-owned US LLCs (Surati CA in Fremont, Surati TX in Dallas, Surati NJ in Spotswood) and a network of nine named third-party distributors (Nutrifresh Foods, Nutrifresh West, Gagan Foods, Santos Agency, Rajani Import Export, United Trading, Bhullar Imports, Freshco Foods, DR International), supplemented by a direct e-commerce storefront at suratiworld.com. The company employs 101-250 people and is family-controlled, with Haren Sheth serving as CEO alongside co-founders Maganlal Sheth and Harilal Sheth, and Shalini Sheth as Co-CEO and COO.

Name

Surati Sweet Mart

Legal name

Surati Sweet Mart Limited

Website

https://suratisweetmart.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

101–250 employees

Short description

Surati Sweet Mart is a Toronto-based, family-owned Indian food manufacturer and distributor producing 400+ traditional snacks, sweets, frozen foods, baked goods, and granola products under the Surati, Shalini, Golden, and Grain Zero brands, sold through retail, catering, and wholesale distribution across North America, Australia, and New Zealand.

Ownership category

akta.pro rank

Product category

Ethnic Indian Food Products

NAICS

Food Manufacturing (311), Other Snack Food Manufacturing (311919), Frozen Specialty Food Manufacturing (311412), Sugar and Confectionery Product Manufacturing (3113), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Food And Kindred Products (2000), Sugar & Confectionery Products (2060), Cookies & Crackers (2052), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Bakery Products (2050)

akta.pro primary industry

Extruded Snacks Manufacturing (Puffs, Curls, Sticks) (AFAKAIAE)

akta.pro secondary industries

Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH), Fruit Snacks & Dried Fruit (CRADABAJ)

Keywords

• Indian food products
• Indian snacks wholesale
• Ethnic grocery distribution
• Vegetarian catering services
• Frozen Indian foods

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Direct retail sales of Indian snacks, sweets, and fast food at the Toronto retail location. Customers purchase products in-store for immediate consumption or take-home.
2. Catering Services: Catering service for weddings, receptions, and parties offering authentic Gujarati vegetarian cuisine. Orders are placed through the Toronto location.
3. Wholesale Distribution: Manufacturing and distribution of packaged Indian snacks, sweets, frozen foods, pickles, and baked goods through distributors across Canada, US, Australia, and New Zealand. Products sold under Surati, Shalini, and Golden brands.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Surati Sweet Mart manufactures and distributes authentic Indian food products across four brands (Surati, Shalini, Golden, Grain Zero), offering over 400 SKUs including snacks, sweets, baked goods, frozen foods, pickles, and condiments. The company operates a flagship retail store in Toronto with an in-store menu and event catering service, and distributes packaged products through wholesale networks across Canada, the US, Australia, and New Zealand.

Product overview

Surati Sweet Mart is a leading Indian food manufacturer, distributor, and retailer headquartered in Toronto, Canada. The company operates a multi-brand portfolio under the 'Ultimate Indian Food Pleasures, Serving Life' philosophy. The Surati brand (over 70 years) serves as the flagship line with 200+ products spanning snacks (sev, bhujia, chips, chevdo), specialty snacks, frozen foods, bakery, pickles, sweets, and condiments. The Shalini brand (15+ years) provides signature ethnic foods including snacks and pickles. The Golden brand (launched 2008) focuses on fresh, eggless baked goods. The Grain Zero brand (2021) offers granola-based products. The company also operates a retail store in Toronto serving traditional Indian comfort food, and provides catering services for events. Products are distributed across North America, Australia, and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• Surati: Primary brand with over 200 products, including authentic traditional Indian snacks, sweets, bakery items, frozen foods, pickles, and more. Has been synonymous with making authentic, traditional and tasty food for over 70 years.
• Shalini
• Golden
• Grain Zero

Products and services

• Surati Brand Flagship brand offering over 200 authentic Indian food products including snacks (sev, bhujia, chips, chevdo), sweets (jalebi, halwa, shrikhand), frozen snacks, bakery items, pickles, and condiments made from traditional family recipes. Targeted at Indian diaspora consumers and ethnic grocery retailers across North America and Oceania.
• Shalini Brand Ethnic Indian food brand providing signature snacks, pickles, and grocery items to the North American ethnic food market for over 15 years. Targeted at ethnic grocery retailers and Indian diaspora consumers.
• Golden Brand Eggless baked goods brand offering fresh cakes, biscuits, rusks, and Punjabi biscuits suitable for vegetarian and egg-free diets. Launched in 2008 to serve the eggless bakery needs of the Indian community.
• Grain Zero Brand Granola-based product range representing Surati's expansion into healthier breakfast and snack categories. Targeted at health-conscious consumers seeking Indian-inspired granola options.
• Catering Service Authentic Gujarati vegetarian catering service for weddings, receptions, and parties. Offers full menus including savories, Gujarati curries, Punjabi curries, sweets (Mithai), rice, Indian breads, dal, beans, lentils, and salads. Targeted at customers hosting Indian weddings, receptions, and cultural celebrations in the Greater Toronto Area.
• Toronto Retail Store Dining In-store dining menu at the Toronto flagship retail store offering traditional Indian comfort food including samosa, kachori, mogo, fafda, jalebi, bhel, dhokla, vada pav, pav bhaji, chaats, and complete meal combinations (Mini Thali, Veg Thali). Also sells gift baskets and party favours. Targeted at walk-in customers in the Greater Toronto Area.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core.

• Nutrifresh Foods LimitedcoreChannel Partner/ Reseller/ DistributorCanadian distributor based in Saint-Laurent, QC, handling Surati product distribution in Quebec and eastern Canada.
• Nutrifresh West LimitedcoreChannel Partner/ Reseller/ DistributorCanadian distributor based in Calgary, AB, handling Surati product distribution in western Canada.
• Gagan FoodscoreChannel Partner/ Reseller/ DistributorCanadian distributor based in Delta, BC, handling Surati product distribution in British Columbia.
• Santos Agency Inc.coreChannel Partner/ Reseller/ DistributorUS distributor based in San Leandro, CA, handling Surati product distribution in California.
• Rajani Import Export Inc.coreChannel Partner/ Reseller/ DistributorUS distributor based in Tucker, GA, handling Surati product distribution in Georgia.
• United Trading Inc.coreChannel Partner/ Reseller/ DistributorUS distributor based in Des Plaines, IL, handling Surati product distribution in Illinois.
• Bhullar ImportscoreChannel Partner/ Reseller/ DistributorUS distributor handling Surati product distribution in Michigan.
• Freshco FoodscoreChannel Partner/ Reseller/ DistributorAustralian distributor with locations in Melbourne and Sydney, handling Surati product distribution across Australia.
• DR International LimitedcoreChannel Partner/ Reseller/ DistributorNew Zealand distributor based in Auckland, handling Surati product distribution in New Zealand.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Haldiram's: Haldiram's is India's largest manufacturer of ethnic snacks, sweets, and ready-to-eat foods with growing international distribution. It directly competes with Surati in North American Indian snack assortments, particularly in bhujia, sev, namkeen, and traditional sweets categories.
• Bikaji Foods International: Bikaji is an Indian ethnic snacks and sweets manufacturer listed in India and expanding internationally. Its product mix of namkeen, sweets, papad, and packaged snacks overlaps heavily with Surati's traditional Indian snack portfolio targeting the diaspora.
• Deep Foods: Deep Foods is a US-based Indian frozen foods and snacks manufacturer headquartered in New Jersey. Like Surati, it serves the North American diaspora with frozen snacks, sweets, and ready-to-eat products, and shares a similar vertical integration model.
• Mother's Recipe: Mother's Recipe is an Indian packaged foods brand offering pickles, ready-to-cook snacks, and meal solutions across India and international markets. Its pickle, chutney, and frozen snack lines overlap directly with Surati's frozen and condiment categories.
• Swad (Deep Foods): Swad is Deep Foods' flagship ethnic brand offering Indian pantry staples, snacks, and frozen foods in North America. It competes with Surati on similar retailer shelves with comparable product categories targeting the same diaspora consumer.
• Tasty Bite: Tasty Bite is a US-based Indian ready-to-eat and frozen food brand now owned by Mars. Its frozen entrées, naans, and Indian meal solutions overlap with Surati's frozen paratha, samosa, and ready-to-cook product lines.
• MTR Foods: MTR Foods is an Indian ready-to-eat and packaged foods brand with a strong international presence. Its frozen and ready-to-cook Indian meal range competes with Surati's frozen snack, paratha, and curry offerings in diaspora markets.

Broad incumbents

• Patak's: Patak's, owned by Associated British Foods, is a global Indian food brand known for sauces, pastes, and meal kits. It represents a larger incumbent competitor in the broader Indian food category, though focused more on cooking sauces than Surati's snack-heavy mix.

Emerging players

• Veeba Food Services: Veeba is a fast-growing Indian condiments, sauces, and dips brand expanding into retail and international markets. While primarily a condiments company, it overlaps with parts of Surati's grocery and ready-to-eat portfolio and is increasing international distribution presence.

Regional players

• Shan Foods: Shan Foods is a Pakistan-based South Asian spice, masala, and ready-to-cook brand with international distribution. It targets an adjacent but overlapping South Asian consumer segment with similar shelf-stable cooking ingredients and snacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/suratisweetmart
• YouTubeyoutube.com/@suratisweetmart
• Facebookfacebook.com/suratisweetmart
• Instagraminstagram.com/suratisweetmart/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Surati Sweet Mart