How a family-run business from Modassa, Gujarat transformed into a leading potato exporter.
In the heart of Gujarat, nestled in the town of Modassa, a simple grocery store founded in the 1960s has blossomed into a thriving international enterprise. MS International, a part of the MS Group of companies, stands as a shining example of the power of family legacy, adaptability, and strategic growth in the ever-evolving world of agriculture and trade.
Roots in Rural Modassa
The story begins in Modassa, a small town in Gujarat, where the grandfather of the current generation laid the foundation of what would become the MS Group. He opened a humble grocery store that would change the family’s destiny. In an era when barter was commonplace in rural India, the store became a vital hub for local farmers, who would exchange their grains for essential groceries. This simple yet effective transaction model eventually flourished into a prosperous grain trading business right there in Modassa. Demonstrating remarkable foresight, the family later diversified into fertilizers, ensuring a steady income even during off-season periods when grain trading slowed down.
The Leap to International Markets
As the business passed down through generations, the third generation of the family took a bold step in 2012. They expanded the local grain trading business beyond the borders of Modassa and Gujarat, venturing into exports to the Gulf region. However, it was the discovery of potatoes as a lucrative export product that truly catapulted the business to new heights. In 2017, MS International was established specifically for potato exports, with their first shipment of Lady Rosetta potatoes – a variety perfect for chips – bound for Oman. This move marked the beginning of a new era for the family business, rooted in Modassa but now reaching far beyond.
Rapid Growth and Recognition
What began as a modest venture shipping just 2-3 containers from Modassa has now scaled to an impressive 1,622 containers, establishing MS International as one of India’s leading potato exporters. This remarkable growth, starting from the small town of Modassa, hasn’t gone unnoticed in the industry. Recently, the company was awarded “Best Rising Exporters” in the MSME segment for the West region by the Federation of Indian Exporters Association, bringing pride not only to the company but also to Modassa and Gujarat./
Infrastructure and Capacity
Today, MS International has significantly expanded its operations in and around Modassa. The company boasts four cold storage facilities in the region, with additional rented spaces to meet growing demand. Their potato procurement spans a 50 km radius around Modassa, supporting local farmers and boosting the regional economy. This extensive network and infrastructure allow MS International to handle the supply and trading of up to 100,000 metric tonnes of potatoes, a far cry from the small grocery store where it all began.
Domestic and International Reach
While maintaining strong roots in Modassa, MS International has become a key supplier for major national brands like Real, ITC, and Pepsico. On the international front, they’ve expanded their footprint to 10 countries, including Saudi Arabia, Vietnam, Oman, UAE, Malaysia, Indonesia, and Hong Kong. The company’s ambition doesn’t stop there; plans are underway to venture into new markets such as Bangladesh, Sri Lanka, and Iran. This global expansion is a testament to the quality of produce from Modassa and the business acumen of the MS International team.
A Legacy of Growth
The journey of MS International from a village grocery store in Modassa to a global potato exporter is a shining example of how traditional family businesses can evolve and thrive in the modern economy. By staying true to their roots in agriculture while embracing new opportunities and markets, MS International has written a success story that continues to inspire. Their growth has not only benefited the company but has also put Modassa on the map as a hub of agricultural entrepreneurship.
As they look to the future, MS International stands poised for further growth, carrying forward a legacy that began with a simple exchange of grains and groceries in Modassa to now feeding the world with quality potatoes. The story of MS International is not just about business success; it’s about the transformation of a family, a town, and a region, showcasing the potential that lies in rural India when vision meets opportunity.
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