Sellwin Traders & SDF Productions Ink ‘Maajghar’ Deal: Culinary Heritage Meets Global Ambition

Updated: April 21, 2025 19:25

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Sellwin Traders Ltd. has entered a landmark agreement with SDF Productions for exclusive rights to the ‘Maajghar’ brand, signaling a bold new chapter in India’s culinary retail and agri-export evolution. The partnership aims to revive traditional Indian flavors through a modern retail lens while aggressively expanding into global markets.

Key Highlights:

Strategic Stake & Brand Launch: Sellwin Traders acquired a 51% stake in SDF Productions, officially launching the ‘Maajghar’ brand with its first outlet in Ahmedabad. The company plans to open 12 outlets in major Indian cities within a year, backed by a ₹15 crore investment and targeting ₹23.5 crore in revenue.
Product Portfolio: Maajghar offers a curated range of rice, pulses, freeze-dried delicacies, gluten-free items, spices, papads, tea masalas, Mukhwas, and gourmet products like Jamun Honey—blending nostalgia with contemporary tastes.
Global Export Focus: The partnership will expand exports across six continents, including Europe and the Middle East. SDF has secured multiple export orders for premium mango pulp and processed foods, with expected annual revenue of over ₹30 crore and healthy margins of 35-40%.
Farmer-First Model: The venture is deeply aligned with India’s Agri Export Policy and APEDA’s Cluster Development Program, sourcing directly from farmers to ensure quality and fair trade, thereby boosting rural livelihoods.
Financial Performance: Sellwin Traders reported a 103% revenue surge to ₹49.67 crore for 9MFY25, with net profits tripling to ₹2.26 crore. The company also allotted 2.48 crore bonus equity shares and approved a stock split to enhance shareholder value.
Innovation & Technology: The group is collaborating with UAE-based Secorbit FZCO to develop a blockchain-based tokenization platform for equities and real-world assets, further diversifying its business model.

With this agreement, Sellwin Traders and SDF Productions are poised to become major players in India’s food retail and export sector, blending heritage with innovation and scaling new heights in both domestic and international markets.

Source: Business Standard, NDTV Profit, ANI News

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