M&M enters branded edible oils segment with 'NuPro'

Mahindra & Mahindra's agri business vertical has launched NuPro, an edible oil brand, the first of which would be 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, the company said in a statement.

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 Rs2,125 for a 15kg tin (MRP).

Further to the launch of 'NuPro Virgin Kachchi Ghani Mustard Oil', in Kolkata and Siliguri, through the traditional FMCG distribution networks, Mahindra will soon consider expanding its footprint in other major mustard oil consuming states such as Bihar, Jharkhand, Orissa and Assam.