Annapurna Group
1. Annapurna Group has a legacy of over 70 years. Could you share how the journey began in Assam and evolved into a brand "for India, from the heart of Assam"?
Annapurna Group's story began in Assam in 1952 with a simple yet powerful belief, everyone deserves the right to purity in the food they consume. What started as a small dairy venture producing pure, traditional ghee soon became a symbol of trust and quality in every household, spanning across three generations. Over the years, that single product, Ghee, laid the foundation for what would grow into one of Northeast India's most respected FMCG houses.
Rooted in Assam's values of honesty, community, and authenticity, the brand gradually expanded its portfolio across dairy, condiments, sauces, beverages, and convenience foods, while staying true to its core philosophy of purity and transparency. Today, Annapurna Group stands as "A Brand for India, from the Heart of Assam"; representing a journey of over seven decades of promised purity, innovation, and commitment.
2. The philosophy âYour Right to Purity' defines the brand's core. What does purity mean to Annapurna, and how is it reflected across your products?
At Annapurna, purity is not just a promise, it's a right that every consumer deserves. For us, purity goes beyond the absence of adulteration; it represents honesty in sourcing, transparency in processes, and integrity in what we deliver to every home. From the milk used in our ghee to the fruits in our jams and beverages, every ingredient is carefully selected to ensure natural authenticity and freshness.
We believe "Your Right to Purity" is the heart of every Annapurna product. Therefore, our production units operate under stringent hygiene standards and quality control measures to ensure consistency, while our packaging retains the original flavour and nutritional value of the product.
3. Ghee continues to be at the heart of Annapurna's story. What makes your Cow Ghee or âSuper Ghee' so special for today's health-conscious consumers?
Annapurna Super Ghee is a modern expression of our traditional values. In today's world where consumers seek both nutrition and authenticity, our Super Cow Ghee bridges that beautifully. Made from the milk of well-fed, ethically raised cows, it's packed with natural goodness, antioxidants, and healthy fats, making it a true superfood.
What makes it special is our focus on retaining its natural danedar texture, golden colour, and rich aroma through carefully controlled heating and churning. Every batch is pure, additive-free, and crafted to support modern wellness, perfect for those who want both taste and health in every spoon. Simply put, it's not just ghee; it's Super Ghee, the super touch your meals deserve.
4. The idea that well-fed, stress-free cows produce purer ghee forms a beautiful part of your brand storytelling. How do you bring this belief to life through your sourcing and production?
Our belief "Super Cow Se Bana Super Ghee" is rooted in a simple truth: purity begins at the source. We ensure our milk comes from cows that are ethically raised, well-fed, and nurtured in stress-free environments. This ethical sourcing philosophy ensures higher-quality milk, naturally rich in nutrients and fat content, which is the foundation of pure and wholesome ghee.
In production, we follow traditional bilona-inspired processes combined with modern hygienic technology to preserve the natural aroma, texture, and nutrition. Each step, from sourcing to packaging, is guided by our commitment to purity, transparency, and sustainability, ensuring that the journey from us to our consumers remains honest and uncompromised.
5. With manufacturing units in Assam, Bhutan, and Uttar Pradesh, how does Annapurna maintain the perfect balance between traditional values and modern production standards?
We maintain this balance by integrating the soul of tradition with the precision of modern technology. Our units in Assam, Bhutan, and Uttar Pradesh follow uniform Standard Operating Procedures (SOPs) and quality benchmarks to ensure consistency across regions.
While we use advanced machinery for scalability and hygiene, we preserve traditional methods, like slow heating for ghee or handpicked ingredients for pickles, to retain authenticity. Regular audits, R&D oversight, and skilled local teams ensure that every product upholds Annapurna's legacy of purity while meeting today's efficiency and safety standards.
6. The FMCG market is highly competitive. What differentiates Annapurna's products and connects them so strongly with Indian households?
What sets Annapurna apart is our ability to blend trust, taste, and tradition with innovation. For over 70 years, our products have stood for purity and authenticity, values that Indian households deeply relate to. Unlike many brands that focus solely on scale, we focus on quality and trust all across our product ranges.
Every product is made with care, using time-tested recipes and high-quality ingredients which enable us to deliver the taste of home and the comfort of purity.
7. As you look toward Mission 2030, what can consumers expect from Annapurna in the coming years in terms of innovation, product range, and outreach?
Mission 2030 is our roadmap to becoming a truly pan-India brand with a purpose. Consumers can expect a blend of innovation and authenticity, from expanding our Super Ghee range and ready-to-eat convenience foods to launching nutritional beverages, staples, and blended spices that fit modern lifestyles.
We aim to strengthen our digital presence, modern trade partnerships, and e-commerce reach while continuing to uphold our core values of purity and trust. Annapurna's future is about serving a pure tomorrow, one product, one meal, and one family at a time.
