Our Founder
Shri Narotham Gupta Ji
Founder, alnoori.in | The Vision Behind SAJAN and AL-NOORI
“Our journey begins with ingredients. Our responsibility begins with your trust.”
- 29 November 1991
- Began the journey of SAJAN Masala
- 2004
- Introduced the AL-NOORI brand
- Today
- alnoori.in brings both brands together
A Journey Rooted in Flavour and Trust
Every lasting brand begins with a belief. For Shri Narotham Gupta Ji, that belief was simple: the ingredients people bring into their kitchens should offer dependable quality and honest value.
On 29 November 1991, he began the journey of SAJAN Masala, building a business rooted in the flavours of Indian cooking. In 2004, he introduced the AL-NOORI brand, extending that commitment to rice and food essentials.
Today, alnoori.in brings these brands together, carrying his founding values into a new chapter: helping more households and businesses discover products built on quality, consistency and trust.
Our Vision
To earn a place in kitchens across India as a trusted name in spices, rice and food essentials, preserving authentic flavours while making dependable quality accessible to more people.
Our Mission
To bring our vision to life through:
- Careful sourcing: Select ingredients and suppliers with attention to quality, consistency and reliability.
- Responsible handling: Maintain care throughout processing, packing and supply.
- Honest value: Offer products that balance quality with fair, competitive pricing.
- Customer commitment: Listen closely, communicate clearly and build lasting relationships.
- Thoughtful progress: Improve our products, packaging and service while staying true to the values on which our brands were founded.
A Message from Our Founder
“Our journey begins with ingredients. Our responsibility begins with your trust.”
When I started SAJAN Masala on 29 November 1991, my ambition was to build a business that people could rely on. I believed that quality ingredients, honest dealings and a commitment to customers would create something lasting.
Spices hold a special place in our lives. Their aroma reminds us of home, their flavours carry our traditions, and their presence turns everyday cooking into something personal. With SAJAN, my aim has always been to honour that connection.
In 2004, we introduced AL-NOORI with the same belief. Rice is part of countless daily meals and celebrations, and we wanted our brand to stand for dependable quality and value at every table.
Over the years, I have learned that trust is earned through everyday actions: selecting products carefully, keeping commitments, listening to feedback and treating every customer with respect.
Through alnoori.in, we are taking these values forward. We want to make it easier for families, retailers and food businesses to explore our brands and connect with us, while preserving the personal care that has guided our journey from the beginning.
To our customers, suppliers, employees and business partners: thank you for being part of this story. Your support gives us the opportunity, and the responsibility, to keep improving.
My promise remains simple: to care about what goes into your kitchen, and to honour the trust you place in our name.
— Shri Narotham Gupta Ji
Founder
Connect with AL-NOORI and SAJAN
We welcome enquiries from retailers, wholesalers, distributors, hotels, restaurants, caterers and institutional buyers.