The authentic taste of India,
handmade with purpose.
A farmer's dream that grew into a homemade-food movement, creating rural employment for women and carrying Gujarat's traditional taste to the world.
A farmer who believed taste should travel.
Mahendrabhai Patel is the founder of Yash Marketing under the brand name "Aarush", started in 1999 with the aim of employment creation in rural areas. A farmer by birth, he grew tobacco, chicory and lemon, and kept dairy, the major sources of income in our home country, India.
After many years in farming, he decided "not to rely on a single source of income," and started a self-help group named Murli Gruh Udhyog. While building this small-scale organisation, he held onto one thought, to generate employment for women, helping them manage their day-to-day expenses and play a key role in household finances.
Murli Gruh Udhyog "Aarush" manufactures all homemade products. The main motto behind every product is to stick to our traditional taste, the one not available outside our home country, India.
Mission, vision & values
Our Mission
To bring India's authentic, homemade taste to every table, while creating dignified rural employment, especially for women.
Our Vision
To be the most-trusted name in homemade Indian snacks worldwide, never compromising on the traditional taste families grew up with.
Our Values
Health and safety first, tradition always, and a livelihood created with every single pack we make.
A quarter-century of homemade taste.
Initially we sold our products in the local market. Over time, our snacks were demanded by valued customers living in countries like the USA, UK, Canada and Australia, so we began exporting the same taste and the same quality to their doorstep.
A new beginning
Mahendrabhai Patel founds Yash Marketing and the "Aarush" brand to create rural employment.
Murli Gruh Udhyog
A women-led self-help group is formed, turning homemade recipes into a small-scale industry.
87 recipes & counting
The range grows, khichiya, papad, sev, wadi, sabudana, fryums and ready-to-cook.
Authentic taste, worldwide
Exporting the same homemade quality to families across four continents.
Why families choose Aarush
Homemade, not factory-made
Hand-rolled and sun-cured by skilled hands, the way it has been done for generations.
Empowering women
Our self-help groups give rural women steady, dignified income close to home.
Health & safety first
The health and safety of our customers is our key responsibility, in every batch.
For every generation
Our products are loved by a wide age group, from children to elders.
Traditional taste
The authentic flavour you simply can't find outside India, preserved, never diluted.
Export-ready quality
Sealed, certified and packed to arrive shatteringly fresh, anywhere in the world.
Stock Aarush. Gift Aarush. Distribute Aarush.
We supply Indian grocery stores, distributors and corporate gifting partners across the USA, UK, Canada and Australia, with private-label and bulk options available.
Reach
Taste the tradition for yourself
87 homemade recipes, sealed fresh and shipped to your door.
Shop all snacks