With the backdrop of globalisation in India initiated during the nineties, the founders of Ambo Agritec, Kolkata ventured into the business of manufacturing ,distribution and marketing of premium Food Products in the year 1992. Looking back, this seems to be the right choice for an entrepreneur from Kolkata as Bengal has been traditionally a chef’s paradise and Bengali community as a whole happens to be a great connoisseur of foods.
A strict commitment to quality, consistent adherence to hygienic practices and pocket-friendliness have been the major attributes which have steered Ambo Agritec scale newer heights in terms of sales and customer retention during the three decades of its existence.
The products primarily included premium Biscuits and Cookies under the brandname HAPPY BITE which grabbed a sizeable marketshare in the small towns of suburban map of West Bengal. The Company had to find its way despite the strong presence of big houses of Biscuit industries and embarked upon high product quality and price that matched the expectations of the vast middle-class consumers across the state. The Company duly obtained FSSAI Licence from the appropriate authorities which enabled them to build stronger brands in the marketplace.
It is in the Company’s DNA to ensure total satisfaction of its clientele by making high quality products available to them. Ambo Agritec is certainly poised for a very high growth potential with its array of food products as enumerated below.
HAPPY BITE Biscuits have now become a very popular brand name in the eastern part of the country which are sold through Redistribution Channels looked after by Company-managed sales force. These are mainly distributed through Distibutors and Stockists spread across various districts of West Bengal. The consumers can choose their pick from Marie, crispy Crackers, Glucose, Coconut, Butter, Cream, etc. packed in hygienic Tiffin and Family packages. Ambo R&D team makes consistent endeavour for adding new flavours and variety to cater to consumers’ palate.
MARIE biscuit with its semi-sweet taste turns out to be an integral companion with tea which is a compulsory beverage in Bengal households for centuries and the neutral character of MARIE is an instant hit when consumed with tea anytime of the day.
CRACKERS are a salty variety of biscuits with great taste and are perfectly enjoyed as the evening snacks and today’s health-conscious younger generation truly welcomes the semi-fried variety of Cracker biscuits with great enthusiasm.
MILK BISCUITS are the sweet variety offered by HAPPY BITE and its primary consumers are the children but are also equally enjoyed by young adults. The major ingredients of this variety are Glucose and Milk Powder which are not only an instant energy-booster but also go too well with the morning or evening tea.
Besides above, Coconut, Butter and Cream Biscuits are also catered by HAPPY HEART brand which are a treat to biscuit-lovers because of the tempting flavours and taste offered by these varieties.
As a brand HAPPY BITE stands for good value for money , pleases taste buds and remains easy on consumer purse.
During the last 30 years, Ambo Agritec expanded its product range to Speciality Rice, premium Pulses and Pulse-products like Bori of various kinds(a household name in Bengal) and other speciality products such as, Spices ,Kasundi, Pickles , Chutneys , etc, which started selling under the brandname of MAX HEALTH.
In retrospect, it was indeed a very tough journey but the Company forged ahead with its basic mission of providing customers with high grade products at affordable prices. The Company toiled to identify right sourcing of highly refined raw materials from within the State of West Bengal, thus not only providing opportunities for a better livelihood for a considerable number of growers but also paving the way for a sustained financial independence of the stakeholders as a positive cascading effect.
MAX HEALH is a premium brand exclusively for Bengal for quality staple food and pulses segment. It is marketed and sold through selective outlets and has also made its vibrant presence in renowned ecommerce platforms like Big Basket, Flipkart, Reliance Retail, JioMart and so on.
MAX HEALTH spices offer all kinds of premium spices which are indispensable ingredients for mouth-watering recipes from Bengal and elsewhere in India. It is the proper usage of spices that determines the culinary expertise of a good chef who is an expert on applying the right proportion of spices which act as the most important taste enhancer in any of the recipes.
The spices offered under MAX HEALTH brand primarily include
These are widely used and are mandatory ingredients for the exclusive recipes from Bengal for both vegetarian and non-veg varieties of food menu across the State.
Sona Moong Dal, Masoor Dal and Matar Dal are some of the premium Pulses sold under the brandname of MAX HEALTH . These are refined products which pass through immaculate quality checks before getting hygienically packed in food grade pouches. The whole gamut of Bengali community has accepted the products with great enthusiasm and earnestness. This has prompted the Company to introduce premium bye-products of pulses (popularly known as Bori) as listed below which are the superhit accessories for Bengali recipes enjoyed by the true connoisseurs.
Gobindobhog Rice is a sacred name in Bengal which is offered to God both in raw form (Naibedya) or in cooked form (Khichidi and Payesh) during all the worshipping festivals and MAX HEALTH premium Gobindobhog Rice with its exclusive aroma turns out to be a very preferred product in the marketplace because of the superior quality offered by the brand. The strict commitment to quality right from the stage of procurement till packaging and distribution has been the benchmark for the brand thereby meeting the customers’ expectation level with full marks.
Jeerakati Rice is another variety of fine rice served under MAX HEALTH brand which has been well accepted in the market with repeat order value . The outstanding quality of Jeerakati Rice has been the USP for this variety and the consumers’ preference for this variety has bolstered the Company’s fundamental mission of providing its clients with the superior quality products.
West Bengal has been traditionally a food lovers paradise and the Bengalis kept on adding newer delicacies to their platter of food since ages . Keeping this in view, MAX HEALTH introduced the following items for its clients .
The children and young adults are particularly fond of Pickles and when it comes to adults, these bring childhood memories of grandmothers and mothers who have been instrumental in making the different recipes of Pickles a superhit delicacy all over Bengal.
MAX HEALTH offers the following varieties of Pickles and Chutneys which became instant hit since introduction.
The state of West Bengal is notoriously famous for its numerable festivals and Pujas almost throughout the year of which the centerstage is occupied by none other than Durga Puja that is now celebrated for weeks before and after the actual occasion for four-five days followed by Laxmi Puja and Kali Puja/Diwali. Apart from these main festivals, there are other festivals and customs which are celebrated across the state with much fanfare and excitement. They are predominantly Jamaishasthi (son-in-laws are specially invited in father-in-laws’ house), Brothers’ Day (Bhaiphonta), Saraswati Puja, Poush Sankranti, Bengali New Year, Rath Yatra to name a few.
To commensurate with the customs and traditions of these festivals, MAX HEALTH brought into market the following products which are inseparable from the celebrations enjoyed by the vast milieu of Bengali community through the length and breadth of the state. In addition to this, the clientele also include the huge Bengali community settled in states outside the State of West Bengal.
All these items are procured from the best producers within West Bengal who have the right expertise for premium varieties falling under these categories and with the stringent quality norms followed by MAX HEALTH, these products never looked back in terms of sale since their introduction into the marketplace.
Ambo Agritech have thus been phenomenal in reaching to millions of consumers and were particularly keen to launch Edible Oil segment by the brandname of HAPPY HEART.
HAPPY HEART Kachi Ghani Mustard Oil is a premium product which is also termed as the Golden Oil extracted most hygienically from refined Mustard which is produced in West Bengal. This is a cooking medium used in all Bengali households and no delicacy reaches the pinnacle of taste unless cooked in pure Mustard Oil. Keeping this in mind, Ambo Agritec introduced Mustard Oil on the online platforms such as Flipkart, Big Basket, Reliance Retail, JioMart, etc and it has become a popular brand because of its highly acclaimed quality.
Rice Bran Oil is the latest in the category of cooking oil and is considered to be healthiest owing to its right proportion of heart-healthy unsaturated fatty acids (Polyunsaturated fats PUFA and monounsaturated fats MUFA in the ratio of 1:1. HAPPY HEART Premium Rice Bran Oil has been very well-accepted in the marketplace which is evident by the flow of repeat orders from the cross-section of consumers irrespective of age and food habits. The oil is prepared from refined Rice Bran obtained from the extreme outer layer of rice which has very high nutritional value in terms of vitamins and minerals. Rice Bran Oil is now a cooking oil of proven quality with impeccable hygienic packaging and Ambo Agritec is committed to strict quality control to cater to its clients to their entire satisfaction.
Rice Bran Oil is produced through extraction process from Rice Bran, the outer layer of the rice grain followed by refining and steam distillation.
HAPPY HEART Refined Rice Bran Oil is synonymous with health and nourishment which is also the Company’s flagship product having been accepted and welcomed by the consumers not only within West Bengal but also across the other states of the country.
These cooking oils are marketed through Redistribution channels, managed by Company sales force. They are distributed through Distributors / Stockists / Modern Trade Distributions .
To summarize, the primary vision of the Company is to make the speciality products available to its clientele comprising mainly of Bengali community, both in West Bengal and outside West Bengal, who are found to be very enthusiastic to relish their own products from our brands which are fully committed to the nutritive quality of the respective products. It may be noted that the sizeable Bengali consumers settled in metros and suburbs in other states are prepared to go an extra mile pricewise to relish heir own speciality products but because of non-availability locally, they feel they are deprived. Ambo Agritec have been successful in filling this gap by providing them with various premium and nostalgic products over the last many years through renowned outlets such as, Reliance Retail, Big Basket, to name a few along with reputed stores located in south, west and northern part of India. Down the line and days to come, the presence of Ambo Agritec products will be felt more widely both by Bengali and non-Bengali community living outside the state of West Bengal.