ABOUT US
Our Values
Entrepreneurship
Keerthi Nirmal deeply cherishes our strong connections with the farmers who work tirelessly to bring our products to market. Our commitment to sustainable production is a testament to our respect for their hard work. We also take great pride in our success, which is driven by the enduring support and affection of our valued consumers.
Ownership
Mr. Johnson Varghese Valukkaran, the founder of Keerthi Nirmal, started the brand with a vision of delivering premium quality rice to homes across Kerala. His meticulous planning and dedication to quality made Keerthi Nirmal one of the most trusted rice brands in the region. Today, we honor his legacy by continuing to prioritize quality and sustainability, ensuring the brand remains a symbol of trust.
Integrity
We connect India’s diverse rice heritage with customers worldwide. Our focus on ethical sourcing is complemented by adherence to strict standards. This results in healthy, nutritious rice enjoyed by families around the world.
Ambition
Keerthi Nirmal has earned its place as a trusted name in households across the state. Looking ahead, we are devoted to continuously improving the quality of our products while introducing more grain varieties to meet the evolving preferences of our customers.
Teamwork
The Keerthi Nirmal team functions like a well-oiled machine. We combine everyone’s strengths to achieve our shared goals. This collaborative spirit fosters a positive and encouraging work environment.
Partnership
We focus on creating valuable partnerships with organizations that have similar growth ambitions. By combining our strengths and working together, we can achieve our objectives more quickly and effectively. This approach helps us build a lively and successful community where everyone thrives.
About Keerthi Nirmal
Established in 1998, Keerthi Nirmal has carved a space for itself as a premium rice brand in Kerala. From humble beginnings, we’ve grown into a major player, employing over 700 people and producing 700 tonnes of rice daily. This translates to an annual turnover exceeding 900 crores within Kerala itself.
Keerthi Nirmal operates four mills and offers a range of 15 rice varieties, including Matta, Kuruva, and Black Rice, under the Keerthi Agro Mills brand. Our Kerala Matta Rice and Brown Rice are particularly celebrated for their excellent taste and texture.
Beyond rice, we offer a range of other products including jaggery, avial, and salt. Our extensive distribution network ensures efficient delivery with over 30,000 retail and wholesale outlets across the state, supported by a fleet of 180 vehicles. We also provide convenient online shopping for select products. Our streamlined distribution system allows us to guarantee competitive prices for all our products.
“For decades, we at Keerthi Nirmal have been passionate about rice. To ensure that every bag is packed full of nutrients and cooks to perfection every time, we use advanced technology together with all the tips and tricks we’ve picked up over the years. Our staff double-checks each batch before it leaves the building because they genuinely take pride in what they do. You can rely on Keerthi Nirmal to serve you rice that tastes as wonderful as it is healthy.“
Mr Johnson Varghese
Managing Director, Keerthi Nirmal
Our Purpose
We understand rice is a cornerstone of your diet, so we treat every step with respect, ensuring quality and hygiene. From long grain to fragrant Basmati, our varieties cater to every palate. At Keerthi Nirmal, we believe in nourishing lives, with every single perfect grain.
Keerthi Nirmal, quality rice.
Keerthi Nirmal takes pride in producing high-quality rice. We achieve this by focusing on several key factors that influence rice quality, both intrinsic and extrinsic.
Intrinsic factors: These include the rice variety, the growing environment (soil, climate), and seed quality. These factors determine the inherent characteristics of the rice, such as grain size and uniformity, stickiness, flavor, and aroma.
Extrinsic factors: Our advanced processing techniques ensure minimal damage to the rice kernels during milling. This, combined with rigorous quality checks and sample testing at every stage, allows us to deliver fresh, healthy rice products.
Our state-of-the-art machinery keeps the production line running smoothly, minimizing downtime and ensuring consistent quality. Additionally, our skilled operators play a vital role in maintaining these high standards. This combination of meticulous selection, advanced processing, and rigorous quality control allows Keerthi Nirmal to consistently deliver the best-in-class rice and allied products.