Trader’s Choice — Premium Dry Fruits & Spices, since 1972

Our story · Since 1972

The Story Behind Trader’s Choice

Every great brand begins with a story of trust. Ours began in 1972.

  • 1972Founded in Katra, J&K
  • 1973Expanded to Delhi
  • 0+Products & SKUs
  • 0Generations

The story

From Katra to every kitchen.

For over 54 years, our family’s promise has remained the same: to source naturally, trade honestly, and serve with trust.

Katra, Jammu & Kashmir, where the business began in 1972
Katra, Jammu & Kashmir

Our journey started in Katra, Jammu & Kashmir, the gateway to the holy shrine of Shri Mata Vaishno Devi. It was here that our grandfather laid the foundation of what would eventually become Trader’s Choice, beginning with the humble wholesale trading of dry fruits, spices, and puja essentials. In those early days, supplies were made in small quantities across various districts of Jammu & Kashmir, serving local traders and pilgrims with honesty and consistency.

As demand grew, the business expanded to Delhi in 1973, opening new possibilities. Rather than depending on intermediaries, we began building relationships directly with the source. Coconuts were procured from Kakinada and Tamil Nadu, while dry fruits, spices, and other puja materials were sourced from their regions of origin. This direct procurement philosophy became the foundation of our business and remains one of our greatest strengths even today.

Over the years, our commitment to quality and reliability earned the trust of the Shri Mata Vaishno Devi Shrine Board. We had the privilege of supplying prasad ingredients, puja samagri, dry fruits, and other essential products associated with the holy shrine. What began as a small family business gradually evolved into a trusted wholesale operation handling large-scale supplies while maintaining the same principles of purity, consistency, and integrity.

Today, more than five decades later, Trader’s Choice, operating under New Trikuta Trading Company, proudly represents the third generation of our family business, while the fourth generation is already preparing to take the legacy forward.

The marketplace has changed, and so have consumer expectations. While our roots remain firmly grounded in traditional sourcing and wholesale expertise, our vision has expanded beyond conventional trade. Trader’s Choice is now entering modern retail, general trade, institutional supply, and digital commerce to bring the same source-direct quality, freshness, and authenticity to customers across India.

While our channels may evolve, our values remain unchanged. We continue to believe that the finest products come from knowing their origin, respecting the people who grow them, and delivering them with complete transparency.

Trader’s Choice is not simply a brand of dry fruits and spices — it is the continuation of a family legacy, built over generations and now reimagined for the modern world.

The legacy

Four Generations. One Promise.

For more than five decades, our family has believed that the finest products begin at the source. Long before modern supply chains and branded packaging, our business was built on relationships — with farmers, growers, traders, and customers who trusted our name. Today, that same philosophy lives on through Trader’s Choice, the consumer brand of New Trikuta Trading Company.

Rather than being defined by a single milestone, our journey is best understood through four generations, each contributing a new chapter to our story.

Four eras

Each generation wrote a new chapter.

  1. Era I1972

    The Foundation

    Shri Tarachand Darmania · The Pioneer

    The foundation in Katra, 1972

    Our story began in 1972 in the sacred town of Katra, the gateway to the holy shrine of Shri Mata Vaishno Devi.

    Our founder, Shri Tarachand Darmania, began by locally sourcing and trading dry fruits, spices, and traditional commodities across Katra and the surrounding regions of Jammu & Kashmir. Built on honesty, fair trade, and dependable quality, the business earned the confidence of traders and pilgrims alike.

    This period established the values that continue to define us today:

    • Integrity before profit
    • Quality before quantity
    • Long-term relationships over short-term transactions
    • Respect for origin and authenticity
  2. Era II1973 – 1990s

    Expansion Beyond Borders

    Shri Naresh Gupta · Building Scale

    Expansion to Delhi and source-direct procurement

    Recognizing the growing opportunities beyond Jammu & Kashmir, Shri Naresh Gupta expanded the family business by establishing operations in Delhi.

    This marked a transformational phase. Instead of relying solely on wholesale markets, the business began sourcing directly from regions of origin across India and internationally.

    Major milestones included:

    • Establishing the Delhi trading office
    • Direct procurement from producing regions
    • Bulk sourcing of coconuts from Kakinada and Tamil Nadu
    • Expansion into imported dry fruits and global commodities
    • Development of large-scale wholesale distribution
    • Strengthening institutional relationships, including supplies associated with the Shri Mata Vaishno Devi ecosystem

    This era transformed the business from a regional trader into a national sourcing enterprise.

  3. Era III2000s – Present

    Diversification & Brand Creation

    Naveen Gupta · The Third Generation

    The Trader’s Choice range

    With changing consumer preferences and an evolving retail landscape, the third generation introduced a new vision.

    Under the leadership of Naveen Gupta, the business significantly expanded its product portfolio to more than 400 SKUs, covering dry fruits, nuts, seeds, berries, spices, herbs, gifting solutions, and specialty foods.

    More importantly, this era witnessed the birth of Trader’s Choice. Until then, the family had primarily served wholesalers and institutional buyers. Trader’s Choice was created to bring decades of sourcing expertise directly to consumers through thoughtfully packaged products that reflected the same standards trusted by wholesale customers.

    Key achievements include:

    • Expansion to over 400 product categories and SKUs
    • Development of the Trader’s Choice retail brand
    • Entry into branded packaging
    • Consumer-focused product innovation
    • Strengthening quality control and sourcing standards
    • Building direct relationships with modern retail customers
    • Laying the foundation for omnichannel distribution

    This marked the transition from being a trusted wholesaler to becoming a trusted consumer brand.

  4. Era IVToday

    Building the Future

    Arnav Gupta & Joshan Gupta · The Fourth Generation

    The fourth generation

    Today, the fourth generation is shaping the future of Trader’s Choice.

    Arnav Gupta and Joshan Gupta represent a new generation of entrepreneurs committed to preserving the family’s heritage while embracing modern business practices, technology, and sustainability.

    Their vision is to transform Trader’s Choice into one of India’s most respected food brands — one that is recognized not only for premium products, but also for transparency, responsible sourcing, and lasting customer trust.

    Current areas of focus include:

    • Building a nationally recognized consumer brand
    • Expanding into General Trade (GT), Modern Trade, and e-commerce
    • Creating premium gifting and retail experiences
    • Leveraging technology for quality assurance and traceability
    • Sustainable sourcing and responsible packaging
    • Reaching customers across India and global markets
    • Building a brand synonymous with authenticity, purity, and trust

Our Philosophy

Our Philosophy

Across four generations, many things have changed — markets, technology, supply chains, and consumer expectations.

One thing has not.

We continue to believe that exceptional products begin with knowing where they come from.

From local markets in Katra to direct sourcing across India and the world, from wholesale trading to a modern consumer brand, our purpose has remained constant:

To deliver products that are naturally sourced, honestly traded, and trusted by every family that chooses Trader’s Choice.

Summary

The Journey at a Glance

  1. 01First Generation

    Shri Tarachand Darmania

    Founded the family business in Katra and established a reputation for trust and quality.

  2. 02Second Generation

    Shri Naresh Gupta

    Expanded to Delhi, introduced source-direct procurement, bulk trading, and imports.

  3. 03Third Generation

    Naveen Gupta

    Expanded the portfolio to 400+ SKUs and launched Trader’s Choice as the consumer-facing brand.

  4. 04Fourth Generation

    Arnav Gupta & Joshan Gupta

    Building Trader’s Choice into a sustainable, technology-driven national brand rooted in authenticity and purity.

Four Generations. Fifty-Four Years. One Legacy of Trust.

Naturally Pure. Traditionally Trusted.

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