Discover the Story Behind Our Success
Our Journey
ASCW was born out of the vision of Late S.Amar Singh who started this company from a wholesale shop in the grain market at Amritsar. He wanted the world to taste and enjoy the pride of India, The Original Indian Basmati Rice. With this mission in his heart. Amar Singh Chawal Wala (ASCW), a rice company was established in the early 1900’s which has blossomed in a multi-crore enterprises that it is today.
The Legacy of Our Generation
In early 1950’s, Mr. Kartar Singh, the eldest son of S.Amar Singh joined him with a mission in heart to make ASCW a leading global company. He felt the need to promote branded / packaged ice and started the business of milling, processing and marketing of branded Basmati rice under the flagship of Lal Qilla.
1950's
1956's
In 1956, Mr.Pritam Singh joined his elder brother Mr.Kartar Singh with the vision that a triumph can be achieved with a small beginning. The undying faith and unshakable confidence are the milestones to reach the highest peak. In line with his mission, both the brothers stormed Lal Qila to new heights and emerged as the undisputed market leader in Basmati Rice.
In 1986, Mr.Arvinder Pal Singh, a man with dynamic leadership abilities and strategic thinking joined his family business with the principle of serving only the best quality Basmati to the world. Backed by team of visionaries, world-class technology and committed professionals, the company started export of premium rice qualifies and the flagship product Lal Qilla stormed to new heights in the domestic as well as International markets. His dedication stem from a firm belief that we must give back to society in some measure, what we have received in abundance.
1986's
2020's
It was 2020, when Mr.Jaskirat Singh son of Mr.Arvinder pal Singh, joined the business with a clear target of taking the business to a different league at an international level. As an expertise in Marketing, his eye for detailing and hands on experience on market movements makes him a visionary business leader.