Cultivating Prosperity, Enriching Earth
Agrocel Industries Pvt. Ltd. is a pioneering Indian enterprise delivering innovative solutions in bromine derivatives, specialty chemicals, and sustainable agricultural inputs. Founded in 1988 and headquartered in Kutch, Gujarat, Agrocel operates with a deeply rooted commitment to community development and ecological harmony. While Agrocel’s portfolio spans multiple verticals, its Agri Business Division stands out for its direct engagement with farmers, promotion of sustainable practices, and delivery of soil- and crop-friendly nutrient solutions.
Their Story
While the Shroff brothers – Champraj, Govindji and Kantisen – were building their business empire and establishing an indelible stamp on the world of industrial chemicals, their dream was to one day return and be of service to their homeland – the district of Kachchh in Gujarat. After Shri Champraj Shroff passed in 1968, the Shroff brothers sought to uplift Kachchh’s drought-stricken communities. They founded Shrujan (women’s craft cooperative) and Vivekanand Research & Training Institute (VRTI), pioneering soil and water restoration in arid lands.
In 1988, Agrocel set up its first Agri Service Centre in Koday, Mandvi. Even today, the farmer service focus continues, the expert scientists evaluate Agrocel’s agri-inputs under laboratory and field conditions. The research findings are shared with its marketing team, offering extension support, technical guidance, and serving as a link between science and farm practice.
Agrocel began harnessing sea bittern in Kachchh’s Greater Rann in 1994 to produce bromine derivatives. Over time, it scaled up, becoming India’s fourth-largest bromine producer and boasting multi-location extraction technologies.
The acquisition of Solaris Chemtech in 2018 strengthened Agrocel’s specialty chemicals portfolio and of Maxeema Biotech Pvt. Ltd. in 2023 further enhanced its agri-input portfolio with the introduction of new generation biostimulants and biopesticides.
Vision
To be a globally respected organization delivering sustainable solutions for agriculture, environment, and industry—uplifting communities and nurturing nature.
Mission
To create value through the responsible extraction of marine resources and deliver high-impact agri-inputs that promote healthier soils, higher yields, and empowered farmers.
Core Values
Growth
Mutual Trust & Respect
Responsible Citizenship
Teamwork
Agri Business Division
Agrocel’s Agricultural Inputs Business was established with the core purpose of supporting small and marginal farmers across India. Starting from the first Agri Service Centre in Mandvi (Kutch), the company has grown into a major agri-brand with a Pan-India presence, delivering soil conditioners, plant nutrition products, organic solutions, and field support. The division is committed to regenerative agriculture, offering products that align with organic farming standards and promoting sustainable farming practices.
Flagship Product: Mahalaabh
Churning Innovation, Crafted in India
Mahalaabh is Agrocel’s proprietary potassium and magnesium-rich soil enhancer derived from natural sea bittern. It is designed to support healthy plant growth, improve soil structure, and give maximum benefit to farmers.
Key Benefits:
- Provides natural potassium, magnesium, and sulphur
- Improves crop quality, taste and shelf life
- Enhance soil water holding capacity
- Available in powder (soil/drip/foliar) and granules (broadcasting)
- Introducing liquid form for drip and foliar application
- Suitable for all crops especially fruits, vegetables, cereals, pulses and cash crops
Other Key Agri Products
| Product | Description |
|---|---|
| Neem Oil | Cold-pressed, organic pest-repellent; safe for beneficial insects |
| Herbovita | Seaweed-based bio-stimulant; enhances flowering, fruit setting, and stress resistance |
| DRIPSAFE | Drip system cleaner, environmentally safe |
| Gibber Power | Plant growth regulator with Gibberellic Acid for yield improvement |
| JA 63 | A new generation nano Bio-stimulant which is a high energy, broad – spectrum and breakthrough yield enhancing system |
Farmer-Centric Model
Agrocel’s agri-business approach is not just product driven—it is service-oriented and community-rooted.
- Agri Advisory: Technical advisory and soil health guidance through field officers
- Field Demonstrations: Real-time product performance trials on farmer fields
- Training & Awareness: Agronomy workshops and digital outreach
- Sustainable Practices: Promotion of organic farming and soil revival
- Community Inclusion: Partnerships with self-help groups and co-ops
Geographical Presence
Active across Gujarat, Maharashtra, Karnataka, Tamil Nadu, Kerala, Andhra Pradesh, Telangana, Madhya Pradesh, Rajasthan, Chhattisgarh, Punjab, Haryana, Himachal Pradesh and West Bengal. Plans are underway to expand to eastern and north-eastern India, while exploring partnerships in Africa and Southeast Asia for future global reach.
Future Roadmap
- Product Innovation: New bio-stimulants, micronutrient blends, Nano and liquid range of products.
- Digital Advisory Platforms: Microbial soil testing, product usage, and crop advisory.
- Global Outreach: Export of Mahalaabh, biostimulants and biopesticides to Africa, Latin America and Southeast Asia countries.
- Partnerships: Collaborations with sustainable solution providers.
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