- Puretrop Fruits is a family-run Indian fruit processor that spent three decades exporting fresh grapes and pomegranates before making a decisive break - it sold the entire fresh-fruit trading arm and renamed itself to signal a single-minded bet on pulps, concentrates and cold-pressed juices, with the name change effective from 18th October 2024. The recurring pattern is a small, founder-led company trying to climb the value chain from raw produce to branded, processed products, using its own factory in Maharashtra and a wall of international certifications to reach buyers in Europe, North America and the Middle East.
Business segments
Two engines at different stages - a B2B processing backbone that supplies fruit ingredients to global food manufacturers, and a fledgling domestic consumer brand built on the same factory floor.
1. Industrial fruit processing: the factory that feeds other factories
Puretrop takes fresh Indian fruit - mangoes, guavas, pomegranates - and turns it into pulps, concentrates and purees that overseas food and drink makers use as raw ingredients, earning its keep on the difference between farm-gate fruit and export-grade processed output.
- Sells ingredients, not finished goods - the core products are mango pulp and concentrate (from Alphonso, Totapuri and Kesar varieties), guava pulp and concentrate, pomegranate concentrate and puree, and watermelon pulp and concentrate, all sold to B2B customers who use them in juices, nectars, jams, confectionery and baked goods. Revenue is recognised when control passes to the customer, typically on shipment or delivery.
- One factory does the work - all processing happens at a single facility in Ozar, Nasik, Maharashtra, close to the fruit-growing belts that supply the raw material. The company runs on about 150 permanent staff, swelling to roughly 1,000 seasonal workers during harvest and processing peaks.
- Certifications are the entry ticket - export markets demand proof of safety and ethics, so the company maintains a long list: ISO 22000 for food safety, BRC for EU retailers, FDA registration for the US, Halal and Kosher certificates for specific markets, plus SEDEX and Amfori BSCI for social compliance. Without these, the factory cannot sell to the supermarket supply chains it targets.
- Raw material is the wildcard - Indian fruit is grown mostly for fresh eating, so processing-grade surplus swings with each season, and many farmers lack training in Good Agricultural Practices, leading to pesticide-residue risks. The company tries to manage this through direct sourcing, crop advisory and buyback arrangements, but has acknowledged that it has not yet cracked the problem of assured, consistent supply.
2. Second Nature: a domestic cold-pressed juice brand in the making
On the same factory floor, Puretrop runs a small consumer-facing brand of HPP (high-pressure processed) cold-pressed juices and snacks, aimed at Indian city dwellers through hotels, cafes and retail - a bet that the future margin lies in owning the label, not just filling the tanker.
- Sold under its own name - the brand is called "Second Nature" and the products use HPP, a method that kills microbes with pressure instead of heat, preserving a fresher taste. The range includes cold-pressed fruit and vegetable juices and nut milks.
- Built for the HORECA channel - the primary route to market is the HORECA (Hotel, Restaurant, Cafe) segment in Mumbai, Pune and Delhi, where premium positioning matters more than mass distribution.
- Cold chain is the bottleneck - HPP juices need uninterrupted refrigeration from factory to fridge, and the business was knocked back hard during COVID-19 lockdowns when cold logistics froze entirely in its target cities; the company put further investment on hold and would reevaluate once the uncertainties due to Covid 19 reduce.
- A pivot from commodity to consumer - the broader ambition is to move beyond exporting raw fruit and bulk pulp into value-added, health-oriented products - ready-to-use fruit items, fortified drinks, and snacks - that can reach both B2B and B2C buyers under the Second Nature umbrella.
Group structure and partners
A tightly held family company with no subsidiaries or joint ventures - the founder, his wife and their daughter run the show, and the only major external transaction was the sale of the fresh-fruit division to an agri-platform called DeHaat.
- The Board has six directors: founder Ashok Motiani (Chairman and Managing Director), his wife Nanita Motiani (Executive Whole-Time Director), one non-executive director and three independent directors. In early 2026, their daughter Dipti Motiani - a computer engineer who has been with the company since 2009 - was appointed CEO.
- Promoters and the promoter group hold 62.39% of the company, with the largest blocks held through Freshcap Foodstuff LLP and in the personal names of Ashok, Nanita and Dipti Motiani.
- The fresh-fruit export business was sold in November 2023 to Green Agrevolution Private Limited (trading as DeHaat) for Rs 77 crore in cash plus a deferred earn-out tied to future grape and pomegranate aril exports. The sale included assets, liabilities, contracts, employees and the "Freshtrop" trade name, and came with a five-year non-compete clause covering the company and five named family members.
- The company has no remaining interest in fresh-fruit trading and no subsidiaries, joint ventures or associates anywhere.