BharatRohan Airborne Innovations Ltd, an Indian agri-tech company, is entering the United States through its step-down subsidiary, BharatRohan Inc., as it seeks to expand its farmer-linked sourcing and processing business into branded international sales.
The US subsidiary plans to launch with eight to 12 single-origin staples, including turmeric and cumin, along with signature blends. Sales are scheduled to begin on Amazon and the company’s own website in the first quarter of 2027.
Online sales to lead market entry
Following the initial online launch, BharatRohan plans to expand into business-to-business ingredient supplies and natural and specialty retail outlets. Entry into conventional grocery stores and foodservice channels is planned at a later stage.
Products will be sourced, tested and processed by the company in India, providing its farmer network and processing facility with a dedicated route to consumers in the US.
Subsidiary structure
BharatRohan Inc. is incorporated in Delaware and is a wholly owned subsidiary of Netherlands-based Groeigids B.V., which is in turn wholly owned by BharatRohan Airborne Innovations.
The company said the US business would enable it to market verified products under its own brand rather than primarily supplying products in bulk to other brands.
US offers market opportunity
The US imported spices worth $2 billion in 2024, of which India accounted for $374 million, or 18%. India is a leading source of two of the staples included in BharatRohan Inc.’s launch range.
India is also the world’s largest spice exporter. Its spice exports stood at $4.72 billion in 2024-25, with the US ranking as the second-largest destination.
Focus on branded sales and margins
“For ten years we have worked alongside our farmers to grow better crops and prove it with data. Bringing that proof to American families is a proud moment for our farmers and our company,” BharatRohan Airborne Innovations, Chairman and Managing Director, Amandeep Panwar, said.
“Until now, much of what we sourced was sold in bulk to other brands, which captured most of the value. With BharatRohan Inc., we sell the same verified product under our own brand to US consumers and businesses who value proof of origin and safety,” he said.
Company background
The company expects the shift from bulk supply to branded sales to improve realisation per kilogram and strengthen margins over time, while enabling it to return more value to its farming network.
BharatRohan uses drone-based hyperspectral imaging and data analytics to improve crop quality, optimise yield and raise farmer incomes. Through its CropAssure and SourceAssure platforms, the Company works with more than 58,000 farmers across over 2.6 lakh acres.