Chaman Lal Setia Exports Ltd

What Chaman Lal Setia Exports Ltd does

Chaman Lal Setia Exports Ltd (CLSEL) is an India-based basmati rice manufacturer and exporter operating since 1974, family-controlled by the Setia family with corporate headquarters in Gurgaon, Haryana and primary milling operations in Karnal, Haryana. The company sells basmati rice globally under its flagship Maharani brand (launched 1980) alongside sub-brands Begum and Green World, with a portfolio segmented into Premium Basmati (1121, Classic Reserve, Royal), Everyday Basmati (Supreme, Mini Dubar), and a Health Range (Brown Basmati, Diabetic-Friendly). Its core technology base consists of three fully automated rice mills with integrated paddy-to-rice processing capacity exceeding 750 metric tonnes per day, packing capacity above 1,000 MT/day, and a temperature-controlled warehousing network spanning over 3 million square feet. The company maintains 13 international quality certifications (BRC, HACCP, GMP, Halal, Kosher, Intertek, Eurofins, FIEO, and others) that gate access to export markets across the Middle East, Africa, Europe, and Asia.

CLSEL operates a hybrid B2B/B2C revenue model. On the export side, it ships basmati rice to 95+ countries, dispatches 35+ containers daily, and manufactures private label product for 600+ international brands, generating the majority of revenue at scale. On the domestic side, it runs a direct-to-consumer motion through its own e-commerce storefront (maharanirice.in) and listings on Amazon, Flipkart, Blinkit, JioMart, and Swiggy Instamart, with unit pricing in the range of ₹139-₹799 across 1kg-10kg SKUs. Go-to-market combines always-on digital content (blogs, recipe videos, social) with event-driven B2B lead generation at international food trade exhibitions (Gulfood, SIAL Paris, Indusfood, Food Africa Cairo, Saudi Food Expo, Agrofood Ethiopia). Customer segments span premium household consumers, health-conscious consumers (including diabetics, with low-GI claims validated by Sydney University), global importers and private label clients, and value-oriented everyday buyers. No revenue, headcount growth, or external funding events are disclosed; the firm appears to be privately held with concentrated family ownership.

Name

Chaman Lal Setia Exports Ltd

Legal name

Chaman Lal Setia Exports Ltd.

Website

https://maharanirice.co.in

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Chaman Lal Setia Exports Ltd is a family-owned Indian basmati rice manufacturer and exporter founded in 1974, operating three automated mills with 750+ MT daily capacity and exporting the Maharani brand to 95+ countries while serving 600+ private label clients and selling direct-to-consumer through Indian e-commerce and quick-commerce platforms.

Ownership category

akta.pro rank

Product category

Basmati Rice Manufacturing and Exports

NAICS

Rice Milling (311212), Grain and Oilseed Milling (3112), Grain and Field Bean Merchant Wholesalers (424510)

SIC

Grain Mill Products (2040)

akta.pro primary industry

Rice & Grain Processing (milling, polishing, parboiling, blending) (AFAKABAE)

akta.pro secondary industry

Ethnic & International Foods Wholesale Distribution (CRAOAAAJ)

Keywords

• Basmati rice exports
• Rice milling
• Private label rice
• Premium basmati rice
• Rice manufacturing

Headquarters

HQ city

Amritsar, Punjab

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Basmati Rice Exports: Export of premium basmati rice to 95+ countries worldwide. Exports 2,75,000+ units annually with 35+ containers dispatched daily. Serves global markets through established export networks.
2. Private Label Manufacturing: Manufactures and supplies basmati rice under 600+ private label brands for international clients, providing customized packaging and branding solutions.
3. Domestic B2C Sales (Maharani Brand): Direct consumer sales through company's own e-commerce website (maharanirice.in) and major online marketplaces including Amazon, Flipkart, Blinkit, JioMart, and Swiggy Instamart in India.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Chaman Lal Setia Exports Ltd manufactures and exports premium Indian basmati rice under its flagship Maharani brand, complemented by sub-brands Begum and Green World. The company operates three fully automated rice mills producing Premium (1121, Classic Reserve, Royal), Everyday, and Health (Brown and Diabetic-friendly) basmati rice varieties, and supplies private label basmati rice to 600+ international brands across 95+ countries. It sells directly to Indian consumers through its own e-commerce site and major online marketplaces, while serving global B2B clients through export distribution and custom private label manufacturing.

Product overview

Chaman Lal Setia Exports Ltd operates as a basmati rice exporter and manufacturer with its flagship brand Maharani, complemented by sub-brands Begum and Green World. The product portfolio spans three main categories: Premium Basmati Rice (including 1121, Classic Reserve, and Royal varieties), Everyday Basmati Rice (Supreme and Mini Dubar), and Health Range (Brown Basmati and Diabetic-Friendly rice). The company offers private label solutions for global markets and exports to over 95 countries, with manufacturing capabilities exceeding 750 metric tonnes per day processing capacity across three automated rice mills.

Differentiator

Problem solved

Functional benefit

Brands

• Maharani: Flagship brand of Chaman Lal Setia Exports Ltd., known as the queen of Basmati. Premium basmati rice naturally aged and precision-processed with signature aroma and elongated grains.
• Begum
• Green World

Products and services

• Maharani 1121 Basmati Rice Premium extra-long grain basmati rice with extraordinary post-cooking elongation up to 22mm, rich aroma, and fluffy non-sticky texture suitable for biryani and gourmet preparations. Sourced from the Himalayan foothills under the flagship Maharani brand.
• Maharani Classic Reserve Basmati Rice Premium basmati rice cultivated in the Himalayan region with serene white, extra-long grains, remarkable elongation, and rich aroma, ideal for biryanis and grand feasts.
• Maharani Royal Basmati Rice Golden Sella basmati rice with fluffy grains and natural aroma, traditionally favored for biryanis and pulao with non-sticky texture suitable for weddings and parties.
• Maharani Supreme Basmati Rice Soft, versatile, and aromatic basmati rice aged to perfection in temperature-controlled silos that enhances plain rice to become fluffy and aromatic pulao.
• Maharani Everyday Basmati Rice Affordable and nutritious everyday basmati rice sourced from family farms, with full grain length, gluten-free, cholesterol-free, 100% non-GMO and pesticide-free credentials, suited for daily meals and curries.
• Maharani Mini Dubar Basmati Rice Broken grain basmati rice with rich aroma and flavor of aged basmati grains, ideal for large families and regular rice lovers for everyday meals, offered in 10 kg pack size.
• Maharani Brown Basmati Rice Unpolished whole grain basmati rice retaining the nutritious bran layer, rich in magnesium, selenium, and antioxidants, ideal for weight management and heart-healthy diets with a nutty flavor profile.
• Maharani Rice Suitable for Diabetics Low glycemic index basmati rice clinically validated by Sydney University, supporting balanced insulin levels and blood sugar management; parboiled with 8.3mm golden grains.
• Begum Basmati Rice Extra long grain basmati rice under the Begum sub-brand that brings a royal touch of fine dining, crafted from premium aged basmati with extra-long, fluffy, and non-sticky grains delivering aroma and authentic taste.
• Green World Aromatic Rice Aromatic GMO-free Pusa long grain rice under the Green World sub-brand, sourced from the Himalayan foothills with extra-long grains, delicate fragrance, and naturally fluffy texture for non-GMO dietary preferences.
• Private Label Basmati Rice Manufacturing Custom basmati rice manufacturing and supply under 600+ international private label brands with tailored packaging and branding solutions, leveraging 750+ MT daily processing capacity and certifications including BRC, HACCP, Halal, and Kosher.

Quantifiable outcome

• 1121 Basmati grains reach 9mm when milled and extend to 22mm when cooked (2.5x elongation ratio)
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Amira Nature Foods: Specialty rice and packaged food company with significant basmati and private-label operations across the Middle East, Africa, Europe, and the Americas. Comparable to CLSEL in premium basmati branding, export distribution, and B2B private-label supply.
• Aeroplane Rice: Indian basmati rice brand with growing domestic and international distribution. Comparable in branded basmati positioning, retail and e-commerce presence, and export focus for premium aged basmati varieties.
• Kohinoor Foods: Indian basmati rice and processed food company with established export presence and private-label capabilities. Competes head-to-head with CLSEL in branded basmati, value-added rice products, and global foodservice channels.
• LT Foods: Owner of the Daawat basmati brand with global milling, processing, and distribution infrastructure. Closely comparable to CLSEL in basmati exports, private-label/OEM rice manufacturing, and branded rice portfolios across international and Indian markets.
• Sunstar Overseas: Indian basmati rice manufacturer and exporter with milling facilities and private-label capabilities serving global markets. Direct competitor to CLSEL across premium basmati SKUs, bulk export shipments, and private-label manufacturing.
• KRBL Limited: India's largest basmati rice exporter and manufacturer of the India Gate brand, operating integrated milling and private-label operations globally. Direct competitor to CLSEL in basmati exports, private-label manufacturing, and the premium basmati consumer segment.

Regional players

• Guard Rice (Pakistan): Leading Pakistani basmati rice exporter serving similar global markets to CLSEL (Middle East, Europe, Africa). Comparable as a competing basmati origin serving private-label and branded buyers, providing cross-border pricing and supply competition.
• Matco Foods (Falak): Pakistani basmati rice exporter with branded Falak range and global distribution including private-label manufacturing. Competes with CLSEL in the same import markets from the other major basmati origin, influencing global basmati pricing dynamics.

Broad incumbents

• Tilda Rice: UK-based premium rice specialist with broad global distribution across basmati and specialty varieties. Comparable as a branded premium-rice incumbent with international scale, though primarily focused on UK/European retail rather than Indian-origin milling.
• Adani Wilmar (Fortune Foods): Large Indian food FMCG company with extensive edible oils and packaged foods portfolio including rice under the Fortune brand. Overlaps with CLSEL in branded staples, retail and e-commerce distribution, and Indian consumer foods, though rice is one of many categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC83Rigt0X9OIllkG-OclnUA
• Facebookfacebook.com/maharaniriceofc
• Instagraminstagram.com/maharani_rice
• LinkedInlinkedin.com/company/chaman-lal-setia-exports-ltd

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Chaman Lal Setia Exports Ltd