Mahindra forays into branded edible oil space with 'NuPro'

Mahindra and Mahindra's (M&M) agri business division today forayed into branded edible oil space under 'NuPro' brand with the launch of Virgin Kachchi Ghani Mustard Oil.

"The company, under the NuPro brand, will offer a bouquet of edible oils, the first of which is the NuPro Virgin Kachchi Ghani Mustard Oil," Mahindra and Mahindra said in a BSE filing.

M&M President and Chief Executive (Agri and Africa and South Asia Operations) Ashok Sharma said: "With NuPro, through our 'Farm to Fork' model, we have entered the branded edible oils segment with an aim to connect farmers with discerning Indian customers who look for pure products."

Mahindra and Mahindra Executive Director Pawan Goenka said NuPro will establish itself as a premium brand for edible oils and pulses in India.

NuPro Virgin Kachchi Ghani Mustard Oil is priced at Rs 144 for one litre pack.

M&M was trading at Rs 1,274.65 on BSE in the afternoon trade, down 0.11 per cent.