With A touch of Tradition
JVL Agro Pvt. Ltd., Varanasi

The world of edible oil was never as rich in terms of nutrients and taste, till the Jhunjhunwalas stepped in. Brightening up the scenario, JVL Agro Industries Limited today is a chain that has thrived, has grown and is still growing to amazing proportions, thanks to their business acumen that makes them keep to a product profile that suits the consumer. It is not without reason that Dinanath Jhunjhunwala says, "Success does not come easy. One needs many special qualities to reach the top," and immediately goes into praising his son Sataya Narayan. "He is intelligent and believes in multi-tasking. When he looks into the accounts people think he is a CA, in production they think he is an engineer, he is so versatile," he says with evident pride.

The meteoric rise of the company may be credited to the collective vision of the family to provide healthier edible oil varieties through continuous research and development. And swinging towards success, the Jhoola brand has acquired a great brand presence across India. Extremely careful about the product quality, they ensure there is absolute adherence to the process and ingredient source, as, if in any way something goes wrong in these two areas, the end result may point towards adulteration. By now adept at this tough tight-rope walk, JVL Agro has achieved absolute quality control and as a result is a name to reckon with in the industry.

Started in 1990, the JVL factory in Varanasi has the distinction of being the single largest unit manufacturing vegetable oil in the country. They recently acquired a mustard oil unit in Alwar, manufacturing oil under the same name Jhoola. Also a 3 MW power plant run on agro waste which has become eligible for carbon credits was set up.

"Business is all about trust and the way my grandfather and father repose trust in the workers, giving them their space while at the same time making them give the desired results, it is really praiseworthy," says Adarsh, Dinanath’s grandson. He is a strong representative of the younger generation, waiting in the wings, all ready to walk in anytime. Almost developing into members of the family, their feeling of oneness with the Jhunjhunwalas is such that the employees have found no reason for a workers’ union within the company. "The company stands ever united with my father and grandfather," says Adarsh, swelling up with pride.

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