The company, under the Nufro brand, will offer a bouquet of edible oils, starting with mustard oil.
The product is priced at Rs. 144 for a one litre pouch (MRP) and Rs. 2125/- for a 15 kg tin (MRP).
“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
COTSUITEs,” it said.
“At Mahindra.., 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,” said Ashok Sharma, President & Chief Executive – Agri and Africa and South Asia Operations, Mahindra & Mahindra Ltd.
According to the company, the NuRro 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.” The oil has been launched in Kolkata first.
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.