Kolkata: The Agri Business vertical of Mahindra & Mahindra, part of the USD 16.9 billion Mahindra Group, on Friday announced the launch of its branded edible oil – NuPro for the health conscious Indian consumer. 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 is derived from a combination of the words: Nutrition and Progression. NuPro reflects Mahindra’s commitment towards developing progressive farming practices and its close association with the farmers which ensures that only the best quality output reaches the end consumer. To deliver on this brand promise, Mahindra has put in place stringent processes, systems and checks right from the farm to the end consumer.
Speaking on the launch of the NuPro brand in India, Ashok Sharma, President & Chief Executive – Agri and 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. We are confident that, with Mahindra’s inherent farmer connect and robust quality systems, NuPro will soon become a brand of choice for Edible Oils.”
NuPro Virgin Kachchi Ghani Mustard Oil is highly pungent and free from any chemical ingredient, providing consumers with the purest form of edible oil available in the market. It contains an excellent ratio of Omega-3 and Omega-6 essential fatty acids which are crucial for optimal health and metabolism. NuPro is priced at Rs. 144/- for a one litre pouch (MRP) and Rs. 2125/- for a 15 kg tin (MRP).