Ashnoor — Agro Foods & Oils
Mustard fields at golden hour with the Ashnoor story From the mustard belt made with belief
Begin the JourneyMeet the People
About Ashnoor

A mustard oil brand shaped by trade and the way Indian kitchens remember flavour.

Saloni Agencies began in Gurugram in 1998, as a small firm in the food trade. The early years were simple and hard: stock lists written by hand, long delivery days, and shopkeepers who knew every customer by name.

Those years taught us one thing. A family does not ask for ‘mustard oil’. It asks for the name it trusts — the one whose aroma says dinner has started.

Ashnoor is that lesson, carried into mustard oil. Since 2018, our own name has gone on the bottle — sourced through the edible-oil trade, packed clearly, and built to be asked for again.

Saloni AgenciesFounded in Gurugram, 1998
AshnoorIntroduced as a consumer brand, 2018
Ink illustration of Ashnoor's early mustard oil packaging premises
The Ashnoor Journey

The long way to a familiar name.

This is not a straight line. It begins before the first counter, then grows through market learning, shelf discipline and the decision to give mustard oil a clearer name.

Ink drawing of the first bicycle journey that preceded Saloni Agencies
1997The first mile

The road before the company.

Before there was a counter, ledger or signboard, there was a quiet first move toward Gurugram, carried by discipline, restraint and the belief that food trade rewards people who keep showing up. It is the first mile of a journey that would become Saloni Agencies.

Ink drawing of a late-1990s Indian food trade counter
1998The foundation

Learning the language of the shelf.

Saloni Agencies begins in Gurugram. The work is practical and close to the market: retailer relationships, stock movement, and an understanding of the products families ask for again.

Ink drawing of mustard oil packs, seeds and packaging sketches
2018Ashnoor takes shape

Giving mustard oil a clearer name.

Ashnoor is introduced as a mustard-oil brand. The intention is simple: make a familiar staple easier to recognise across the packs, shelves, and kitchen routines where it belongs.

Ink drawing of an edible-oil facility with mustard flowers in the foreground
TodayThe next chapter

Building with experience and a fresh eye.

Praveen Gupta, Sudhir Gupta and Vishesh Gupta are carrying the brand forward with a shared focus on trade discipline, clear identity and mustard oil that feels made for Indian kitchens.

Values in the Name

What Ashnoor stands for.

The name is not a slogan. It is a working brief for every pack, every relationship and every everyday kitchen it enters.

Rooted in a staple people know well.

Built with restraint, not loud promises.

Made to earn a place in daily life.

Read the name, find the values

01 / 07

Authenticity

Real food language, not borrowed grandness. Ashnoor should feel rooted in the ordinary dignity of Indian kitchens: clear, useful and close to the food people actually cook.

Trust, Made Visible

Why Trust Ashnoor?

The Ashnoor Standard

Reputation is built in the unseen work.

Behind every dependable mustard-oil name is a discipline people rarely see: sourcing choices, pack clarity, retailer confidence, stock movement and the willingness to protect the promise even when no one is watching. Ashnoor is built for that kind of trust.

Top-down wooden bowl of mustard-oil aloo bhindi with mustard seeds and red chilli
Operating Footprint

From market selection to shelf.

Ashnoor works through the edible-oil trade with a simple discipline: choose carefully, pack clearly, and keep every bottle ready for the shelf it is meant to serve.

SourcingMarket network

Procured through established oil-trade partners.

SelectionLot by lot

Every lot is a fresh buying decision.

Range200 ml-15 L

Trial, home and food-service formats.

DispatchShelf-ready

Clear pack, sealed bottle, readable batch.

Our Principles
Two generations of Indian family-business leadership reviewing notes at a wooden table

Three ways we lead.

Leadership for Ashnoor is not about sounding bigger. It is about building a sharper, more dependable mustard-oil name with restraint, category respect and repeat trust.

01

Lead with restraint

No miracle claims, no exaggerated wellness language, no unnecessary noise. A serious staple deserves a serious voice.

02

Protect the character

Mustard oil is remembered for its unmistakable warmth and pungency. Our decisions begin with respecting that category truth.

03

Earn repeat trust

A brand becomes valuable when people come back without needing to be convinced again. That is the standard we design for.

Our Mission

Make mustard oil easier to trust.

Ashnoor exists to bring clarity, care and confidence to an everyday essential. We are building a brand that families can rely on today and tomorrow.

  1. 01

    Choice without confusion

    We believe good choices begin with clear information and honest representation at every step.

  2. 02

    Movement with discipline

    Consistency in quality, transparency in communication and responsibility in every action.

  3. 03

    Decisions close to the market

    Real feedback, careful listening and timely decisions help us stay relevant and reliable.

Main Strength

The Ashnoor Promise

Strength you can see. Trust you can keep.

हर बूँद में सच्ची निगरानी।

100% Kachi Ghani

Traditionally slow-pressed to keep the sharp, warm character your kitchen expects from mustard oil.

Carefully Sourced

We work with trusted sourcing partners, and every lot is chosen with care before it earns the name.

Uncompromised Quality

Every batch is checked for consistency, clarity and aroma before it is packed and sealed.

Safe & Natural

No unnecessary additives — just mustard oil, handled with care and responsibility.

Trusted by Generations

In the food trade since 1998 — a name built on honesty, consistency and time.

Natural GoodnessConsistent QualityMade with Care
A farmer's hands inspecting yellow mustard flowers in a field

Sustainability

For Ashnoor, sustainability begins with respect — for the land, the crop, and the people behind every harvest. We believe responsible growth means using resources more carefully, reducing avoidable waste where possible, and making long-term decisions with greater discipline. As a mustard oil brand built around an everyday staple, we want progress to move forward with care for both people and the resources that support them.

Thoughtful growth. Responsible by nature.
The Road Ahead

Looking ahead, staying grounded.

Our ambition is simple: to become the mustard oil Indian kitchens ask for by name.

The years ahead will take Ashnoor to more cities, more shelves and more homes. What travels with us stays the same — careful sourcing, a clear pack, and an honest label. That is how a family brand grows: by keeping its word everywhere it goes.

The Promise

Every year, more kitchens will know our name. Every batch will earn it.