Mahindra enters into edible oils category with'NuPro'

The agri-business vertical of Mahindra & Mahindra, recently forayed into edible oil category with NuPro Virgin Kachchi Ghani Mustard Oil and launched it in Kolkata and Siliguri, through the traditional FMCG distribution networks.

Dr. Pawan Goenka, Executive Director, Mahindra & Mahindra Ltd. said, "Our agri-business cherishes the long-term aspiration of delivering'Farm-Tech Prosperity'. Today, with NuPro, we are taking an important step in our quality journey through the Mahindra Quality Seal (MQS) which serves as an assurance of high quality throughout the value chain from the house of Mahindra.  With our mantra of Growing the Right Quality, Selecting the Right Quality, Preserving the Right Quality, Distributing the Right Quality and Assuring the Right Quality, we are sure of meeting the growing demand for high quality, pure and healthy food products.  Our stringent systems and processes have resulted in a product that stands out in the market in terms of its quality. We are excited about the launch of NuPro branded mustard oil in Kolkata today and we hope that on the basis of unmatched quality, NuPro will establish itself as a premium brand for edible oils and pulses in India”.

Speaking on the launch of the NuPro brand in India, Ashok Sharma, President & Chief Executive - Agri, Africa and South Asia Operations, Mahindra & Mahindra Ltd. said, "At Mahindra with our pioneering vision of'Delivering Farm Tech Prosperity' we constantly strive to support farmers with good agricultural practices by creating awareness about the latest scientific technology and mechanization applications. As a result, the farmers we work with have seen drastic improvements in productivity. With NuPro, through our unique Farm to Fork model, we have entered the branded edible oil segment with an aim to connect the farmers with the discerning Indian customers who look for pure products. Our NuPro Virgin Kachchi Ghani Mustard oil is 100% chemical free, has the ideal ratio of Omega 3 to Omega 6 fatty acids that is necessary for a healthy diet and is highly pungent to suit the taste buds of our customers in Eastern India.”

Sharma further added, "To build up the brand presence we are looking at a rigorous campaign both at the ATL and BTL level. As the Mustard Oil consumption is highest in West Bengal among all the states in the country, we want to highlight our product through in-store campaigns like sampling of the new brand and also through outdoor and other media communication channels. Further to the West Bengal launch of'NuPro Virgin Kachchi Ghani Mustard Oil',  Mahindra will soon explore to expand its footprint in other major mustard oil consuming states such as Bihar, Jharkhand, Odisha and Assam.”