Agrocel Industries Limited is part of the legendary Excel Group of Companies whose firebrand founder, Champraj C. Shroff took British India by storm in the 1940s by being the first Indian to prove that even the most complex chemicals can be produced indigenously and at much lower costs than elsewhere in the world. This daring innovator along with his equally visionary brothers, Govindji and Kantisen created history by adopting Mahatma Gandhi’s Trusteeship Principles as their core business philosophy to manufacture and market over a hundred chemical products, most of them for the first time in India. The Shroff brothers’ mastery over all types of chemistry, along with their commitment to the national cause, to put service before profit and use the wealth thus created for public good, proved that it is possible to be ethical, socially responsible and at the same time highly profitable.
Honouring these values, every successive generation has continued the tradition of setting forth into the unknown and finding simple and ingenious solutions to complex problems. They have set up only those industries and businesses that add value to local communities and contribute to the economic progress of the nation.
Today, the Excel Group is globally acknowledged as a leader in the manufacture of chemicals and agrochemicals. Their formidable reputation rests as much on their unconventional models of wealth creation as on their long history of involvement in philanthropic activities. |
The Marine Chemicals Division which took on the challenge of setting up the first-ever industry in the inaccessible salt desert area, uses its world class technical expertise to transform sea bittern into virgin Bromine as well as a wide range of value-added Bromine compounds.
The Agri-Service Division seeks to bring prosperity and equity to the small and marginal Indian farmer by involving him in organic and Fairtrade movements and taking care of output marketing with value addition for main as well as rotational crops. 
