ASSAL Official Emblem
ASSAL अस्सल
India's Healthiest Wholesale Market
🌾 Direct from Regional Farm Clusters & Partner Mills

Your staple food sits in dark godowns for 90 days. We fix that.

Supermarkets polish lentils with synthetic mineral oil, coat aged rice with talcum powder, and store dry groceries in humid warehouses for months while marking up prices by 20%. ASSAL pools whole housing societies in PCMC and Pune to deliver unpolished, freshly processed staples in sealed crates every Sunday (Morning Delivery Zone).

<15 days
Fresh Mill Split & Dehusk
0%
Oil, Talc or Dye Polish
18–22%
Below Retail MRP
🌾 100% UNPOLISHED
The Purity Contrast Zero Marketing Gimmicks
Indrayani & Sona Masoori Rice Freshly Dehusked
Supermarket Shelf Rice: Talc-coated & oxidized bran
ASSAL Partner Mill Rice: 6–12 mo aged paddy, dehusked fresh
4-Variety Split Pulses (Dal) Zero Synthetic Polish
Commercial Supermarket Dal: Polished with mineral oil & dye
ASSAL Unpolished Dal: 100% Raw, Unpolished, Cooks in 3 Whistles
Groundnut & Mustard Oil (5L) Solvent-Free Pure
Refined Packaged Oil: Hexane chemical solvent treated
ASSAL Filtered Oil: Double-filtered / Cold-pressed, FFA <0.8%
💡 Why our price is 18–22% lower: 100% prepaid society pooling eliminates dark-store rent, middleman commissions, and individual bike delivery waste.
🎨 Storyboard Flow • The Grain Journey

From Soil to Society in 4 Transparent Steps

Click any step below to see how your monthly staples travel from regional farms to your doorstep in the preferred Sunday Morning Delivery Zone.

STAGE 01 Direct Farm Clusters

The Honest Farmer (बळीराजा)

Harvests authentic aged Indrayani & Sona Masoori paddy, unpolished pulses & bold raw peanuts.

"Our harvest goes straight to partner pulse and rice mills at honest rates with zero middlemen deductions."
STAGE 02 Regional Partner Mills
30 KG BALE

Unpolished Pulse & Rice Mill

Dehusks aged paddy, splits unpolished pulses & cold-filters oil. Zero mineral oil, zero talc, and zero yellow dye.

"We dehusk rice and split pulses in fresh batches only after society orders lock on Wednesday."
STAGE 03 Central Quality Hub
ASSAL

Us (ASSAL Direct Hub)

Consolidates sealed 30 kg master bales. Audits grain moisture (<11.8%) & dispatches Sunday (Morning Zone) tempo runs.

"Zero warehouses! Sealed packs move straight from our Saturday quality check into your Sunday Morning Zone crate."
STAGE 04 Morning Zone Drop
A-402 CRATE

The End User (Happy Family)

Sunday (Morning Delivery Zone) doorstep crate drop. Saves 18–22% (₹550/mo) with living grain nutrition intact.

"Prepaid by Wednesday, delivered in the Sunday Morning Zone! Cleanest unpolished dal & aromatic Indrayani rice we've cooked."
Why Middlemen Degrade Staple Food

The Old Supermarket Trap vs. The ASSAL Direct Chain

No Castor Oil • No Talc • No Warehouse Aging
❌ The Old Supermarket Trap (4 Middlemen, 90 Days)

Farmer ➔ Local Broker ➔ Secondary Wholesaler ➔ Commercial Polisher (Mineral Oil, Talc & Yellow Dye) ➔ Central Supermarket Godown (Months of storage & chemical fumigation) ➔ AC Mall Shelf Markup ➔ You pay +22% more for aged, over-processed grains.

✔ The ASSAL B2M Chain (Direct, Sunday Morning Zone)

Farmer Cluster ➔ Partner Mill (Freshly Dehusked Rice & Unpolished Dal) ➔ ASSAL Zero-Warehouse Quality Hub ➔ Sunday (Preferred Morning Zone) Elevator Run ➔ You save ₹550/month and eat 100% pure, unpolished staples.

The Direct Supply Chain

How ASSAL Replaces 4 Layers of Middlemen

Directly from partner pulse, rice, and oil mills to your society elevator in 3 transparent steps.

1
🏡🔒

Prepaid Society Pool Lock

Flats in your society select their monthly 20.1 kg staple box or individual packs and complete 100% prepaid order confirmation before Wednesday 9:00 PM. Prepaid pooling guarantees zero fake orders and unlocks bulk mill pricing.

✔ 100% Prepaid • Neighbor-Blind Privacy
2
🚜⚙️

Fresh Mill Consolidation & QC

On Friday and Saturday, ASSAL procures sealed 30 kg master bales of freshly dehusked rice, unpolished dals, raw peanuts, and cold-filtered oils directly from verified partner mills—followed by our 6-point batch quality check.

🌾 Zero Warehouse Storage • Batch Tested
3
🚚📦

Sunday (Morning Delivery Zone)

Every Sunday, we prioritize the Morning Delivery Zone (rather than rigid clock hours or late evening drops) to dispatch society crates. Uniformed runners trolley your sealed crate straight to your flat door—fast and contactless since all orders are prepaid.

🛒 Preferred Morning Zone • Contactless Elevator Drop
ICMR–NIN Indian Food Composition Tables (IFCT 2017, Longvah et al.)

The 20.1 kg Family Nutrition Passport (Zero Marketing Claims)

Every figure below is calculated directly from the statutory ICMR–National Institute of Nutrition (Hyderabad) IFCT 2017 laboratory database for raw unpolished Indian staples.

Verified 20.1 kg Basket Totals
Total Energy: 95,950 kcal
Pure Plant Protein: 1,875 grams • Fiber: 925g
🌾 IFCT Code: A015

5.0 kg Aged Indrayani / Kolam Rice

356 kcal & 7.94g protein per 100g. 6-month aged paddy, freshly dehusked without talc or glucose polish.

397g Protein • 17,800 kcal • 141g Fiber
🫘 IFCT: B001–B011

3.5 kg 4-Variety Unpolished Dals

1kg Tur (21.7% prot), 1kg Moong (23.9%), 1kg Chana (21.6%), 0.5kg Masoor (24.4%). Rich in Lysine.

793g Protein • 11,470 kcal • 390g Fiber
🥜 IFCT Code: G015

2.0 kg Bold Raw Shengdane

520 kcal, 23.65g protein & 39.6g healthy MUFA/PUFA fats per 100g. High Niacin (B3), Folate & Magnesium.

473g Protein • 10,400 kcal • 208g Fiber
🌱 IFCT: B012 / B010

1.0 kg Kadhanya Sprouts Mix

Matki (Moth bean), Whole Green Moong & Harbhara. 24-hr sprouting boosts Vitamin C & iron absorption by 40%+.

212g Protein • 3,120 kcal • 186g Fiber
📊 Complete 20.1 kg Monthly Basket — ICMR-NIN IFCT 2017 Laboratory Ledger Provides ~800 kcal & 15.6g core plant protein per person/day (Family of 4)
Staple Item in 20.1 kg Box IFCT 2017 Code Monthly Qty Per 100g Spec Total Protein Dietary Fiber Total Energy
1. Aged Indrayani / Sona Masoori Rice A015 5.0 kg (5,000g) 356 kcal | 7.94g P 397 g 140.5 g 17,800 kcal
2. Unpolished Tur Dal (1kg) + Moong Dal (1kg) B001, B011 2.0 kg (2,000g) 328.5 kcal | 22.8g P 456 g 184.3 g 6,570 kcal
3. Sortex Chana Dal (1kg) + Red Masoor (0.5kg) B003, B009 1.5 kg (1,500g) 326.7 kcal | 22.5g P 337 g 205.2 g 4,900 kcal
4. Bold Raw Shengdane / Peanuts G015 2.0 kg (2,000g) 520 kcal | 23.65g P 473 g 207.6 g 10,400 kcal
5. Kadhanya Whole Sprouts Mix (Matki, Moong, Chana) B012, B010 1.0 kg (1,000g) 312 kcal | 21.20g P 212 g 186.0 g 3,120 kcal
6. Double-Filtered Groundnut Oil (5.0 L @ 0.915 g/mL) S003 4.58 kg (5.0 L) 900 kcal | 100g Fat 0 g 0 g 41,220 kcal
7. Sulphur-Free S-30 Cane Sugar (3kg) + Iodized Salt (1kg) S001 4.0 kg (4,000g) 398 kcal/100g sugar 0 g 0 g 11,940 kcal
VERIFIED 20.1 KG MONTHLY FAMILY TOTAL 20.08 kg ICMR-NIN Verified 1,875 g 923.6 g 95,950 kcal
Statutory FSSAI Chapter 2.4 + True Freshness Verification

How We Prove Both Physical Purity AND True Biological Freshness

Physical tests (moisture & broken grain) prove clean storage, while biological & chemical tests (cooking time, sprout germination & oil FFA) prove the batch is genuinely fresh—not 6-month-old fumigated warehouse stock.

01 Storage Safety & Weight

Digital Capacitance Grain Moisture Check

Tested via digital capacitance moisture meter before dispatch. Grains must register between 10.5% and 11.8% moisture (well below the 14% FSSAI ceiling) to prevent mold, aflatoxins, and paying for water weight.

Pass Threshold: <11.8% Moisture
02 Physical Grade-A Sortex

100g Precision Scale & UV Weevil Audit

A 100g random sample is weighed on a 0.01g precision scale and inspected on an acrylic tray + 365nm UV light. Broken grains must be <0.5% with zero weevilled kernels or foreign matter.

Pass Threshold: <0.5% Broken / 0 Weevils
03 Adulteration Check

Warm-Water & Dye Adulteration Test

Pulses and rice are agitated in warm distilled water and tested for synthetic Metanil Yellow dye and mineral oil/talc film. Unpolished ASSAL pulses leave zero greasy meniscus on top.

Pass Threshold: Zero Oil Film or Dye
04 Proves Dal Freshness

3-Whistle Cook Time & Water Absorption Test

Old warehouse dal develops "Hard-to-Cook" (HTC) cell-wall lignification, taking 7+ whistles. Freshly split unpolished Tur & Moong dal cooks soft in 12–14 minutes (3 whistles) with a Water Absorption Ratio >2.4x.

Pass Threshold: Soft in 3 Whistles (>2.4x WAR)
05 Proves Living Seed

24-Hour Sprout Germination Viability Test

Chemically fumigated or year-old godown pulses are biologically dead and fail to sprout. We soak 100 seeds from every Kadhanya (Matki, Green Moong, Chana) lot—requiring >92% active sprouting within 24 hours.

Pass Threshold: >92% Live Germination
06 Proves Oil Freshness

Oil Free Fatty Acid (FFA) & Peroxide Check

As cooking oil ages, lipid oxidation spikes its Free Fatty Acid (FFA) and Peroxide Value (PV). Every batch is verified via chemical test strips + manufacturer COA for FFA <0.8% and Peroxide <10 meq/kg.

Pass Threshold: FFA <0.8% • PV <10 meq/kg
Bring ASSAL to Your Building

Check Sunday (Morning Delivery Zone) Availability

We prefer the Morning Zone on Sundays for society deliveries across Pimple Saudagar, Wakad, Hinjewadi, Baner, Balewadi & Thergaon. Check your pincode or register your society below!

Knowledge Base & Field Notes

Grain Truths & Nutrition Realities

Honest food-science investigations into how commercial processing alters your family's staples. Click any note to read the full report.

Rice Science

Why Paddy Must Age 6–12 Months, But Dehusking Must Be Fresh

Freshly harvested paddy cooks sticky because its amylose starch hasn't stabilized. However, once a mill strips the outer husk, the exposed rice bran oxidizes rapidly on supermarket shelves. Here is why aging in the husk—and dehusking right before delivery—preserves natural aroma without talcum powder.

4 min read
Pulses & Gut Health

The Truth About Synthetic Oil Polish & "Hard-to-Cook" Supermarket Dal

Why does commercial dal look like shiny yellow plastic beads yet take 7 whistles to cook? Learn how leather-and-oil polishing hides aged warehouse stock, and why raw unpolished dal cooks soft in 3 whistles while preserving prebiotic soluble fiber.

5 min read
Society Economics

How 30 Prepaid Flats Pooling a Sunday Tempo Save ₹16,500 Every Month

Quick-commerce apps spend ₹95–₹120 per bike trip on dark-store rent and rider surge fees. See the transparent math of how 100% prepaid Wednesday pooling and a single Sunday (Morning Zone) tempo drop pass 18–22% wholesale savings back to residents.

3 min read
Our Story

Built in Pimpri-Chinchwad, Grounded in Maharashtra

We are housing society residents, agricultural sourcing specialists, and logistics coordinators who refused to let our families eat 90-day-old supermarket grains.

अ

Founder & Supply Chain Lead

Pimpri-Chinchwad, Pune

Gated society resident in PCMC. Oversees direct regional mill partnerships, batch quality verification, and zero-warehouse society pooling economics.

🌾

Wholesale Grain & FPO Desk

Regional Sourcing Hub

20+ years of wholesale pulse and rice grading experience. Audits grain moisture (<11.8%), Sortex sizing, sprout viability, and unpolished dal cooking quality on every lot.

🚚

Sunday (Morning Zone) Delivery Crew

PCMC & West Pune Routes

Our uniformed lift-trolley runners coordinate with society security and estate managers to execute smooth, contactless Sunday Morning Zone crate drops.

Get in Touch

Contact ASSAL Direct Desk

Society committee inquiries, Sunday (Morning Zone) onboarding, or batch quality verification questions.

Direct Founder & Support Helpline

Fastest response via WhatsApp message:

📲 WhatsApp: +91 98230 XXXXX (Available 8 AM – 8 PM)
📍 Operations Hub: Pimpri-Chinchwad & Pune, Maharashtra
🛡️ Compliance: FSSAI Registered Pre-Packaged Wholesale Distributor

Send a Society Inquiry