Aroma Agrotech

What Aroma Agrotech does

Aroma Agrotech Pvt. Ltd. is a Karnal, Haryana-based rice milling and exporting company founded in 2004, operating under two brand portfolios: Aroma for international markets and AAT for the Indian domestic market. The company runs a state-of-the-art milling, processing, and packaging facility built around Buhler (Germany) equipment with zero hand-touch technology from paddy to packed rice, daily packing capacity of 600 MT, processing throughput of 32 MT/hour, and sorting/packaging capacity of 45 MT/hour. Self-generated power (2 MW steam turbine by Triveni Energy Solutions, plus solar) and environmental infrastructure (wet scrubbers, bio water effluent treatment) underpin the operation.

The business operates three revenue streams: (1) B2B export of premium Basmati rice variants (1121 Golden Sella, Diamond, Rozana, Platinum, etc.) to importers, distributors, and retailers across 40+ countries via direct enterprise sales; (2) domestic retail through AAT-branded rice ranges on Amazon India and other retail channels, packaged in 1KG to 30KG SKUs; and (3) private label manufacturing for food brands such as Kohinoor Foods, providing customized packaging and contract production. Pricing is not publicly disclosed; export contracts are quote-based for bulk orders, while domestic products are unit-priced via marketplace.

The company is family-owned and operated by the Garg family, with five directors covering organization/marketing, paddy supply, finance, plant operations, and new markets. It holds ISO 9001:2015, ISO 22000:2018, GMP, BRC, FDA, HACCP, MSME ZED Gold, and APEDA certifications, is a Government of India "Four Star Export House," and has received three National Awards including the Niryat Shree Award (2023). No external institutional funding has been disclosed.

Name

Aroma Agrotech

Legal name

Aroma Agrotech Pvt. Ltd.

Website

https://aromaagrotech.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Aroma Agrotech is a family-owned Indian rice miller and exporter founded in 2004, serving importers, distributors, and retailers across 40+ international markets with branded Basmati rice and offering private label manufacturing, including for Kohinoor Foods, alongside domestic AAT-branded rice via Amazon India.

Ownership category

akta.pro rank

Headquarters

HQ city

Gharaunda

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Basmati Rice Export: Export of premium Basmati rice varieties to international markets across 40+ countries. Products include 1121 Golden Sella, 1509 Golden Sella, Diamond, Rozana, Platinum, and other Basmati rice variants sold under the Aroma brand internationally.
2. Domestic Rice Sales: Sale of AAT branded Basmati rice products in the domestic Indian market through Amazon marketplace and retail channels. Multiple product ranges including Steam Rice, Golden Sella, Sella Range, Economy Range, Resort Range, Sizer Range, Premium Range, and Celebration Range.
3. Private Label Manufacturing: Manufacturing rice products under third-party brands for partners like Kohinoor Foods. Provides customized packaging solutions and manufacturing capabilities to food brands seeking to expand their rice product portfolio.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Aroma Agrotech is a rice milling and export company that processes Basmati paddy into finished packaged rice using state-of-the-art Buhler Germany equipment and a zero hand-touch technology line. It sells premium Basmati rice under the Aroma brand to international markets across 40+ countries and under the AAT brand through Amazon India for domestic consumers, while also offering private label manufacturing for partner food brands like Kohinoor Foods.

Product overview

Aroma Agrotech is a Basmati rice exporter and manufacturer offering two distinct product lines: (1) AAT (Aroma AAT) for domestic Indian market across multiple ranges including Steam Rice Range (Platinum, Super, Priyanka Nayab, Harpal, Manpasand, and carat-graded varieties), Golden Sella Range (Royal Golden, Priyanka, Gold Rice, Mahak, Pearl, Handsome, Smart), Sella Range (Diamond, Silver, Bhog, Tibar, Dubar, Mongra, Cute), Economy Range (339 Steam, Everyday, 339 Sella), Premium Range (Premium Traditional aged 2 years, Classic, Brown Rice), Resort Range (5 Rivers Biryani, Special, Pulao), and Sizer Range (5 Rivers Green Zeera, Zeera Premium); (2) Aroma brand for international export including Diamond Basmati Rice, Rozana, Platinum, Premium Extra Long, Special Long Grain, Super, Feast Rozana, 1121 Golden Sella, Diamond 1121 Sella, 1121 Sella, Gold, Indian Punjabi, and Crown Al-Saad varieties. The company also offers private labeling services for businesses wanting to sell rice under their own brand.

Differentiator

Problem solved

Functional benefit

Brands

• Aroma: International premium Basmati rice brand for export markets, featuring varieties such as Platinum, Premium, Special Long Grain, Super, Feast Rozana, Diamond, Gold, Indian Punjabi, and Crown Al-Saad.
• AAT (Aroma AAT)

Products and services

• Aroma International Basmati Rice Range Premium Indian Basmati rice varieties exported to international markets across 40+ countries, including Aroma Platinum, Premium Extra Long, Special Long Grain, Super, Feast Rozana, 1121 Golden Sella, Diamond 1121 Sella, Gold, Indian Punjabi, and Crown Al-Saad varieties. Targeted at international importers, distributors, and retailers seeking authentic Basmati with food safety certifications.
• AAT Steam Rice Range (Domestic Basmati Rice) AAT-branded Steam Rice Range including AAT Platinum (XXXL long grain 1121 Basmati), AAT Super (extra long grain 1121, elongates 3X during cooking), AAT Priyanka Nayab, AAT Harpal, AAT Manpasand, and the AAT Carat series (22, 21, 20, 18, 16, 14, 12 Carat) covering Tibar, Dubar, and Mongra grades. Sold domestically through Amazon India in 1 KG, 5 KG, 10 KG, and 30 KG packaging.
• AAT Golden Sella Basmati Rice Range (Domestic) Premium parboiled Golden Sella Basmati rice for the domestic Indian market, including AAT Royal Golden Sella, AAT Priyanka Crystal White Sella, AAT Gold Rice, AAT Mahak, AAT Pearl, AAT Handsome, and AAT Smart varieties across Tibar, Super Dubar, and Mini Dubar grades. Suitable for biryani and pulao preparations.
• AAT Sella Range Basmati Rice (Domestic) Sella Range of AAT domestic Basmati rice including AAT Diamond, AAT Silver 1121, AAT Bhog, AAT Tibar, AAT Dubar, AAT Mongra, and AAT Cute varieties across head rice, Super 2nd Wand, and 2nd Wand grades. Available in 10 KG and 30 KG packaging for retail and bulk consumption.
• AAT Premium Range Basmati Rice (Domestic) Premium-aged AAT Basmati rice range for the domestic Indian market, including AAT Premium Traditional (2-year aged), AAT Classic, and AAT Brown Rice (minimally processed to retain bran layer). AAT Classic available in 1 KG plus 200 grams free packaging, suited for gourmet fried rice and pilaf.
• AAT Resort Range (5 Rivers) Basmati Rice (Domestic) Premium hotel and restaurant-grade AAT 5 Rivers Basmati rice varieties for the hospitality sector, including AAT 5 Rivers Biryani Rice, AAT 5 Rivers Special Rice, and AAT 5 Rivers Pulao Rice (White Sella Resort Wand). Designed for hotels, restaurants, and catering use.
• AAT Economy Range Basmati Rice (Domestic) Value-segment AAT Basmati rice for everyday Indian household consumption, including AAT Rozana (fluffy long grain for pulao), AAT Indian Rice, AAT Everyday Rice (full grain in 30 KG bulk pack), AAT 339 Steam Rice (Aroma Head Rice in 1, 5, 10, 30 KG packs), and AAT 339 Sella Rice (parboiled option).
• AAT Sizer Range (5 Rivers Zeera) Rice (Domestic) Zeera (cumin) rice variants in the AAT Sizer Range, including 5 Rivers Green Zeera Rice (Steam Sizer Wond), 5 Rivers Zeera Premium (Golden Sella Size Wond), and 5 Rivers Zeera White Sella (White Sella Size Wond), available in 30 KG packaging for bulk domestic buyers.
• Private Label Rice Manufacturing Service Private labeling and contract manufacturing service that allows businesses to sell premium rice under their own brand names. Supports Traditional, 1121, Pusa, Organic, and Non-Basmati rice varieties with customized packaging solutions and access to Aroma's certified manufacturing capabilities, currently used by partner brand Kohinoor Foods.

Quantifiable outcome

• Daily packing capacity of 600 MT per day
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Kohinoor FoodscoreChannel Partner/ Reseller/ DistributorStrategic private labeling partnership with Kohinoor Foods allowing Aroma to diversify its product line while ensuring premium quality. Kohinoor Foods gains access to Aroma's manufacturing capabilities, customized packaging solutions, and established distribution channels, strengthening credibility in both domestic and international markets.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tilda Rice: UK-headquartered Basmati and specialty rice company with strong presence in European and Middle Eastern retail. Competes with Aroma's export business in premium aged Basmati and offers a benchmark for international brand-building.
• Amira Nature Foods: Indian-origin Basmati and specialty rice company with global distribution across 60+ countries. Competes with Aroma in premium Basmati segments and operates comparable milling and export infrastructure.
• KRBL Limited: India's largest Basmati rice exporter and owner of the India Gate brand. Directly competes with Aroma Agrotech in milling, processing, and exporting Basmati rice to global markets with a comparable value chain focus on premium aged grains.
• Chaman Lal Setia Exports: Indian Basmati rice exporter with established global footprint and similar milling operations in Punjab/Haryana region. Competes directly in 1121 Sella and aged Basmati export segments.
• Sunstar Overseas: Indian Basmati rice miller and exporter with international distribution across Middle East, Europe, and the Americas. Similar product portfolio and export-driven business model to Aroma Agrotech.
• Kohinoor Foods: Established Indian Basmati rice brand and one of Aroma Agrotech's private label partners. Operates competing milling and export operations under the Kohinoor brand, making it both a customer and a competitor.
• LT Foods (Daawat): Leading Indian Basmati rice company behind the Daawat brand with strong presence in domestic retail and export markets. Competes head-to-head with Aroma across traditional, 1121, and Golden Sella Basmati varieties globally.

Emerging players

• Lakshmi Energy and Foods: Indian company with rice milling and export operations, smaller in scale than Aroma but operating in adjacent Basmati and non-Basmati segments with similar export orientation.
• Shree Jagannath Exports: Indian rice miller and exporter with focus on Basmati and parboiled rice exports. Comparable mid-sized competitor in international markets with similar product portfolio.

Broad incumbents

• Adani Wilmar (Fortune): Large Indian FMCG-food conglomerate offering rice under the Fortune brand among many other food categories. Competes with Aroma in Indian domestic Basmati retail but operates a far broader portfolio across edible oils and packaged foods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Aroma Agrotech