A traditional Indian doorway opening into warm light, representing Ashnoor's family-led leadership
Leadership

Led from the samedoor we started at.

No glass towers. Just the values, discipline and responsibility that built Ashnoor.

The Ashnoor Leadership
Vishesh Gupta, Managing Director of Ashnoor Foods
Before Ashnoor
Machine learning at Cleveland Clinic
From the Managing Director's desk

Vishesh Gupta

सेहत की शुरुआत रसोई से।

I took the long way to this desk. A degree in data science, a master's in the United States, and then years at Cleveland Clinic — one of the most respected hospital systems in the world — building machine-learning models around patient care.

Hospitals teach you one hard truth early. By the time most people reach one, the decisions that matter have already been made — quietly, at home, three times a day, in a frying pan. I spent my days modelling health outcomes, and my evenings thinking about the kitchens where those outcomes actually begin.

Health is decided in kitchens long before it is measured in hospitals.

And then there were the phone calls home. Each one carried the same current — a new pack size, a new town, a shopkeeper who had reordered without being asked. My family was building something my industry could never manufacture: trust. One evening the thought completed itself. I was predicting outcomes. They were shaping them, one kitchen at a time.

So I came home. From the outside it looked like a difficult decision — the title, the salary, the settled life. From the inside, it was the easiest one I have ever made. Some work you choose because it pays. Some you choose because it is yours.

My job now is to make sure our family's word survives its own growth. Systems behind every batch code. Records behind every claim. A reply on the same day a question is asked. My elders built this trust with a handshake — I am building the machinery that keeps that handshake good in ten thousand shops at once.

Vishesh Gupta
Managing Director · Ashnoor Foods
Our commitment

Pure Today. Better Tomorrow.

We are committed to healthier lives, empowered farmers and a sustainable future.Ashnoor will always stand for what is pure, honest and good.

50L+

Happy Families

2000+

Farmer Partners

25+

Years of Trust

100%

Pure & Natural

Leadership is not about position. It is about purpose, people and the legacy we leave behind.

From the leadership desk

Founding Voices

Two leaders, one shared standard of trust, discipline and responsibility.

Praveen Gupta, Founder of Ashnoor Foods
Founder

Praveen Gupta

A mother does not buy oil.She trusts it with her family.

I have spent my working life a few feet from a weighing scale. Saloni Agencies opened in 1998 — one counter in Gurugram and more patience than money — and that counter taught me everything I know about Indian kitchens. For mustard oil, families do not ask for the item; they ask for a name they can hold responsible. In 2018, after twenty years of keeping other people's promises, we made our own. We called it Ashnoor, and we put our family's name behind it. Every batch still answers the oldest question I know: would I serve this at my own table tonight?

Praveen Gupta · Founder
Sudhir Gupta, Co-founder of Ashnoor Foods
Co-founder

Sudhir Gupta

Anyone can sell the first bottle.Only trust sells the second.

For more than two decades my office has been wherever the market is — wholesale markets, distributor godowns, kirana shelves. The road taught me to read a shelf the way you read a face, and it taught me that a shopkeeper's recommendation is the costliest advertising in India: it cannot be bought, only earned. That is the standard Ashnoor answers to. Nothing wears our label until it satisfies us completely, because in this family, close is not a passing grade. Wherever our pack stands, it must be worth the shopkeeper's word. He lends us his reputation; we return it with interest.

Sudhir Gupta · Co-founder

Together, their notes keep Ashnoor focused on trust before scale, quality without compromise, and growth with responsibility.

How the family leads

Leadership Principles

Trust before scale

We earn the reputation first. The growth follows it.

Quality without compromise

Standards are a discipline, not a slogan.

Tradition, thoughtfully modernised

We protect what endures and improve what serves the kitchen better.

Growth with responsibility

Every step forward must strengthen the trust behind the name.

Sudhir Gupta, Praveen Gupta and Vishesh Gupta together as Ashnoor's family leadership
Sudhir · Praveen · Vishesh — one frame, one word.
The Common Goalएक परिवार, एक वचन

One family, one word.

Take away the desks and the designations, and what remains is one family with one goal: the oil we send to your kitchen must be the oil we pour in our own. We were raised in the trade — twenty-eight years of mornings that began with the sound of a shutter going up, and evenings that ended with accounts settled by hand. We know exactly how slowly trust is built, and exactly how fast it can be lost.

So we grow the way we were taught to grow: batch by batch, shop by shop, kept promise by kept promise. Ashnoor is the name we live with — and everything that wears it must deserve it.

Raised at a trade counter in Gurugram. Rooted in the mustard fields of the north.

गुरुग्राम में पले, सरसों के खेतों में जड़ें।

The People Behind Ashnoor

Experience. Integrity. Vision.

Many hands, one standard — the people who keep Ashnoor worth asking for by name.

Vikram Chauhan, Sales & Distribution Lead

Vikram Chauhan

Sales & Distribution Lead

Twenty years among kirana counters. Builds the distributor and retailer network that puts Ashnoor within arm's reach across the north.

Priya Nair, Marketing Lead

Priya Nair

Marketing Lead

Shapes how Ashnoor looks, sounds and feels — warm, Indian and honest, never louder than the product deserves.

Rajeev Menon, Sourcing & Procurement Manager

Rajeev Menon

Sourcing & Procurement Manager

Chooses the oil behind every pack, and keeps the right to reject a lot that falls short. Long relationships, uncompromising taste.

Arun Deshmukh, Packaging & Operations Manager

Arun Deshmukh

Packaging & Operations Manager

Runs the fill-and-pack floor so every bottle, pouch, can and tin reaches you clean, sealed and exactly as it should be.

Sameer Khanna, Supply Chain Manager

Sameer Khanna

Supply Chain Manager

Moves Ashnoor from warehouse to shelf without a gap, keeping stock steady so the bottle is there when a family reaches for it.

Neha Bansal, Modern Trade Lead

Neha Bansal

Modern Trade Lead

Brings Ashnoor to supermarket aisles and chains, turning shelf space into recognition and recognition into a repeat buy.

Aditya Verma, E-commerce & Marketplaces Lead

Aditya Verma

E-commerce & Marketplaces Lead

Runs the online shelf across marketplaces and quick-commerce, keeping every listing accurate, in stock and easy to trust.

Karan Mehta, Brand & Content Lead

Karan Mehta

Brand & Content Lead

Tells Ashnoor's kitchen-first story — the recipes, the tadka, the small rituals — in language that sounds like home.

Ritu Sharma, Customer Care Lead

Ritu Sharma

Customer Care Lead

The voice at the other end of every message. Answers in plain words, the same day, because trust often forms after the sale.

Rohan Agarwal, Accounts Manager

Rohan Agarwal

Accounts Manager

Keeps the books as clean as the oil, bringing the ledger discipline of a family trade house to a growing brand.

Deepak Yadav, Regional Sales Manager — North

Deepak Yadav

Regional Sales Manager — North

Walks the mandis and markets of the heartland, making sure the shops that sell the most oil never run short of Ashnoor.

Meera Joshi, HR & Admin Manager

Meera Joshi

HR & Admin Manager

Looks after the people who look after the brand — hiring for character first, and keeping the family feeling as the team grows.

Imran Sheikh, Trade Marketing Manager

Imran Sheikh

Trade Marketing Manager

Makes Ashnoor easy to spot and easy to recommend, turning counters, cartons and displays into quiet, everyday salesmanship.

Anjali Kapoor, Social Media & Content Executive

Anjali Kapoor

Social Media & Content Executive

Brings the brand to your feed — kitchen reels, festival posts and quick replies that keep Ashnoor part of the conversation.

Sanjay Patil, Warehouse & Logistics Officer

Sanjay Patil

Warehouse & Logistics Officer

Guards the stockroom and the dispatch gate, so every carton leaves counted, careful and on its way to the right shelf.

Our Responsibility

Building a more sustainable Ashnoor future.

A name that lives in your kitchen must also mind the world outside it. These are the five habits we keep — from the mustard belt to your shelf.

In our trade, sustainability has an old name — बचत.

Buy carefully. Pack honestly. Waste nothing. We will keep these habits as more kitchens come to know our name.

The Ashnoor Community

Around Ashnoor is a widening circle of home cooks, corner shopkeepers, wholesale traders and careful buyers. Between us, we share:

  • Recipes measured in andaaz, not in grams
  • A shopkeeper's word, lent to us with care
  • Plain answers to every careful question
  • A good name, passed across the boundary wall

If you cook with care, you are already part of this circle.

इस दायरे में आपकी जगह पहले से है।

Trust Signals

What makes a brand feel dependable.

Mustard oil hides nothing — this is how the trade reads a good one.

रंग

The colour

A clear, living warmth — never flat or cloudy.

ख़ुशबू

The aroma

The keen green-seed note before the first sizzle.

झार

The bite

A clean, rising tingle — the sign it is alive.

आँच

The heat

At the flame the aroma opens and the tadka sings.

वक़्त

The keeping

Trusted with the family achaar, season after season.

तेल देखो, तेल की धार देखो

Our Legacy

अशनूर कच्ची घानी — इंडिया की सबसे सच्ची कहानी।

Ashnoor Kachhi Ghani — India ki sabse sachchi kahani.

The truest story is the one a family can repeat every single day. We intend to repeat ours in every kitchen in India — batch after batch, year after year. The coming years belong to brands that keep their word, and we plan to lead them.