About Nature's Choice
Our story
It started with one simple thought — why should jaggery always taste the same?
We wanted to keep the goodness and familiarity of traditional jaggery, but give it a new twist that today's generation would genuinely enjoy.
That simple idea became Nature's Choice Jaggery — bringing together traditional Indian jaggery and delicious chocolatey flavours. What started as an idea is slowly becoming a brand we're truly proud of. And honestly, this is just the beginning.
Two people, one shared idea about what Indian jaggery could be.
Founder, Nature's Choice Jaggery
Ruby started this journey with a simple belief — traditional Indian flavours can have a place in the modern world too.
Her vision was to create something familiar, but different. Something that could make people look at jaggery in a completely new way.
We didn’t want to change what makes jaggery special. We just wanted to give it a new way to be enjoyed.
Co-Founder, Nature's Choice Jaggery
For Vijay, this journey has been about turning an idea into something real — from developing the product to packaging it, taking it to customers, and building the brand step by step.
There’s been a lot to learn along the way, but one thing has stayed constant — build something people can genuinely trust and enjoy.
We’re still at the beginning, but we have a big dream — to build an Indian brand that people can truly be proud of.
From an idea to chocolatey jaggery
Nature's Choice Jaggery
Traditional At Heart. New In Taste.
No additives, no preservatives - just sugarcane jaggery.
Gold-kettle cooking in pure clay pots over natural wood fire.
Every batch checked for purity, moisture and consistency.
Partner farms in Uttar Pradesh, using farming practices that protect the soil.
Fresh sugarcane from partner farms in Uttar Pradesh, cut close to the season.
Slow-cooked in pure clay pots over natural wood fire, never refined.
Checked for purity, moisture and consistency before packing.
Our workshop and packing unit sits in Azamgarh, Uttar Pradesh. If you are nearby, come through for a taste. If you are far away, we are only a message or a call away.
Address
316, Puranapul