Mahindra forays into edible oil market with NuPro

Mahindra & Mahindra’s agri business vertical has forayed into edible oil market with the launch of branded edible oil NuPro in Kolkata on July 17, 2015. 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. The brand NuPro – derived from the words nutrition and progression – is aimed at the health conscious consumer.
 
Dr Pawan Goenka, executive director, Mahindra & Mahindra Ltd, said, “Our agri business cherishes the long-term aspiration of delivering ‘Farm-Tech Prosperity’. We are excited about the launch of NuPro branded mustard oil 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”.
 
Further to the launch of NuPro virgin kachchi ghani mustard oil, in the two cities of Kolkata and Siliguri, through the traditional FMCG distribution networks, Mahindra will soon explore to expand its footprint in other major mustard oil consuming states such as Bihar, Jharkhand, Orissa and Assam.