Mahindra forays into branded edible oils segment with 'NuPro'

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.

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 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).

In addition, Mahindra’s ‘Farm to Fork’ model deploys stringent quality checks at various stages in the product value chain right from production, procurement and processing to final packaging and distribution to ensure that there is minimal loss of natural product properties or nutrients. NuPro products comply with the most stringent food safety guidelines laid out by the Food Safety and Standards Authority of India. Further, the company will also stamp its product with the ‘Mahindra Quality Standard (MQS)’ seal to validate its consistent promise of high quality standards. With its stringent set of guidelines the MQS acts as the veritable seal of quality from the house of Mahindra, assuring  consumers of the best.

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.