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About Agrocel


Agrocel Industries Pvt. Ltd. (Agrocel) works towards creating a self sustaining rural ecosystem that supports economy and trade. Located in the Kachchch region – western region of India – Agrocel comprises of two business divisions; the Marine Chemicals Division with manufacturing located in the Rann of Kachchh and Agri Service Division located at Koday, Mandvi - Kutch in Gujarat (India).

Agrocel's Marine Chemicals Division has turned Rann's harsh geography and climatic conditions into opportunities by establishing a manufacturing facility for extracting Bromine from sea water, thereby using a renewable resource to generate employment and livelihood for over 500 families who otherwise did not have any source of income. Now Agrocel has entered into speciality Potassic fertilizers manufacture.

Agrocel's Agri Service division is focused on providing service to farmers by promoting sustainable agriculture through capacity building, knowledge and skill transfer. It provides service to farmers by:

  • improving soil health and nutrition
  • managing water and irrigation
  • facilitating access to quality seed and inputs
  • improving quality and yield of output
  • providing market access for their output
  • bringing awareness on issues such as decent work, child labour, gender equality, community development etc.

Company Profile

Agrocel Industries Pvt. Ltd. is part of the Shroff Group of Companies which includes Excel Industries Limited, Transpek Industries Limited and TML Industries Ltd.

Agrocel is an unconventional Company. Its two divisions are diverse in their businesses. While one division prides itself on being an ethical agent that produces and markets Fairtrade, organic cotton as well as food products, the other is a world class manufacturer and exporter of Bromine–based speciality and fine chemicals of the highest quality.

The Company is driven as much by the desire to generate wealth as by a deeply felt passion to be of service, to add value and empower especially those people and communities that have been neglected. From this strong motivating impulse comes the daring to venture into the unknown, battle adverse conditions with minimal resources, trust and nurture each team member and in a spirit of togetherness search for simple, ingenious and ethical solutions to complex problems.

Agrocel’s success is an outcome of its commitment to these core values and of its respectful relationship with the natural world whose resources it uses judiciously, responsibly and with infinite gratitude. The Company is proud of achieving not only success but also significance; for making a contribution to the nation as a whole as well as to the grassroots where reside small and marginal farmers as well as those who have made their home in remote border areas.