About Us
Mr. Paras Buddhiraja
Managing Director
Shri. Viney Buddhiraja
Director
Our Story
ASEES started out in the year 2012, under the banner of The Paras Group which I look after now. I’m Paras Buddhiraja, a third-generation entrepreneur now. Allow me to introduce you to my family.
Back in 1982, we had a small family business in the realm of spices. Those were the days of humble beginnings. My father, Shri. Viney Buddhiraja would sell spices – 2 kg. packets – on a bicycle, in the narrow by-lanes of Ludhiana. Integrity to his work and an intrepid sense of taste made for him a business that came to be known as Paras Spices Pvt. Ltd. Today it’s a part of the Paras Group, comprising of over 1700 employees and exporting to over 15 countries, including the EU Nations and the US. Shri. Viney Buddhiraja is now one of the talismanic home-grown industrialists from our land. He has been a pioneer of a multifold growth of the Spices Category itself. Known for spices of very high and consistent quality, Paras Spices is now associated with 15 of the 20 largest global food majors in India. Our ORIKA brand of spices is known for artisanal spices, blends, and marinades which are sourced from farms across the world.
“The Paras Group is known for its grass-root understanding of the agro-business.”
The Paras Group is known for its grass-root understanding of the agro-business. While facilitating avenues for our farmers and improving their lot, we have also pioneered the science of sustainable sourcing through contract farming in almost 20,000 hectares of land across 5 different Indian states.
Our efforts were acknowledged and awarded by Nestlé India MD, Shri. Suresh Naryanan and former Pepsi MD, Shri. D. Shivkumar for a yeoman service towards inspiring ‘sustainability’ in Indian farms.
Drawing upon the family business and the insight that was at an arm’s reach always, I founded Paras Nutritions Pvt. Ltd., in the year 2012. This new company specialised in the manufacture of cattle feed, imported genetic solutions, and nutrition solutions under the brand name, ASEES. The time for better animal nutrition was upon us.
“Within 5 years of its launch, ASEES grew to become one of the top 5 cattle feed brands in North India. We are market disruptors in this segment; our marketing ethic is based on the concept of ‘knowledge-based selling’ of premium feed to the farmers.”
Within 5 years of its launch, ASEES grew to become one of the top 5 cattle feed brands in North India. We are market disruptors in this segment; our marketing ethic is based on the concept of ‘knowledge-based selling’ of premium feed to the farmers. This is a significant shift in a market that’s dominated by unhealthy feed products, leading to unhealthy milk for all of us.
With a focus on the skill-development of farmers and a vision of ensuring pure and toxin-free milk in India, our agro-extension team has personally trained over 300,000 farmers on good dairy farming practices in the last 5 years and thousands on GAP (Global Agricultural Practices) in spices.
Needless to say, those farmers, their cattle, the villages and their panchayats, and our dairy brand associates… they all are our family that’s burgeoning every day… gratefully so.P
Paras Buddhiraja
Managing Director
THE ASEES PHILOSOPHY
Healthy Dairy Animals Make A Healthy Dairy Business.
Man, animal, and modern technology work together in the high-on-rigour dairy business. There is a ceaseless pursuit of sustainable progress. It also means that dairy animals need to cope better with stress than ever before. ASEES plays its part by innovating optimum animal nutrition via its range of feeds and supplements that span across the lifecycle of the animals. Our scientific approach to nutrition enables and sustains the health of the animals leading to better productivity, disease resistance, and reproductive ability.
Animal health depends on factors other than nutrition too. So, we don’t stop at products; we reach out to farmers with our guidance and counsel. We also develop their skills by augmenting their native knowledge with modern dairy management insights.
We stand for a farm’s profitability. A holistic approach from ‘product-to-beyond-product’ is the ASEES way.
A Profitable Dairy Farm. Through Product & Beyond.
Value Added Products
- A product for every age group (from calf to adult and from pre-partum to post-partum).
- Adding value by providing optimum BCS, maintaining better health and milk yield, and promoting good rumen health.
Solution Provider Organisation
- Our ‘Technical Team,’ made up of experienced veterinarians, supports the farmer in time of need. This service is free-of-cost and just a phone call away, thanks to our Helpline Number.
- We provide advice on Ration Balancing for animals having issues like decreased milk yield, FAT and SNF issues etc.
- Our teams visit farms to provide guidance on implementing better dairy management practices in order to avoid exigencies such as fall in performance, diseases etc. The same cause is promoted via factory-visits by farmers, vet calls, webinars and through our social media handles.
OUR PURPOSE
‘Make every ounce of milk safer and better… every day!’
Safer, better milk has aspects to it: Firstly, it’s a promise the dairy industry owes to its trusting customers. It also means that we do everything in a way that is noble and sustainable – it should not imperil our already fragile planet.
Our work is cut out for us. At ASEES we are not just making better cattle feed and supplements — we are finding footholds that lead to a better future. Can we be a ‘blessing’ in our own way to the world at large? We certainly mean our name and strive to make that happen.
SUSTAINABILITY INITIATIVES
- Initiated Sustainable sourcing of agro commodities through contract farming, in almost 20,000 hectares across 5 different states. Supporting the environment by reducing the ecological footprints and making the farming community more resilient and sustainable.
- With focus on skill development of farmers and vision of ensuring Pure and toxin-free milk in India, our agro extension team has personally trained over 2.5 lac farmers on Good Dairy farming practices in last 5 years (biggest such number in feed category) and thousands on GAP (Global Agricultural Practices) in spices.
Our objectives behind Sustainability programme:
- Environmental sustainability of farms
- Safer spices
- Lower ecological footprint
- Transparent and leaner supply-chain assures Quality
- Resilient livelihoods
Progress & achievements:
- Over 50 % of Paras spices are sourced from sustainable means.
- Acknowledged and awarded by Nestlé India MD Mr Suresh Naryanan and former Pepsi MD D Shiv Kumar on different occasions for efforts in Quality and sustainability at farms.
- Ensuring Farm to table – farm level traceability.
- Enhanced profitability of farmer due to low usage of agricultural inputs.
- Reduced water requirement for crops by upto 50 % in desert areas of Rajasthan by technical interventions.
- 100% Buy back of produce from farmers at a premium.
- Got Rain Forest certification in specific spices, which is a gold standard in sustainability.
THE ASEES FAMILY
ASEES operates out of a sprawling facility in Moga, Punjab, India. In-house research centers and laboratories push the envelope of learning every day. Then, the state-of-the-art production facilities translate that learning into ever better products. Today, ASEES is one of the fastest-growing cattle feed and supplements brands in India. We take satisfaction in the fact that our family extends beyond our precincts.
ASEES has trained over 300 thousand dairy farmers in the area of better dairy management. The number is growing even as you read this. We work with them tirelessly to evolve a more profitable but always more humane way of doing business.