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Mahindra and Mahindra’s (M&M) agri business vertical on Friday entered into the branded edible oil segment through the launch of its 'NuPro' brand of ‘virgin kachchi ghani mustard oil’.
According to Ashok Sharma, President and Chief Executive, Agri and Africa & South Asia operations, the company, under the ‘NuPro’ brand, will offer a bouquet of edible oils that include other variants like rice bran and others.
“With NuPro, through our 'Farm to Fork' model, we have entered the branded edible oils segment with an aim to connect farmers with discerning Indian customers who look for pure products,” he said.
The mustard oil, launched targeting Kolkata, other parts of West Bengal and the eastern region of the country, is priced at Rs 144 for a one litre pack.
The company is targeting a turnover of Rs 1,000 crore from its agri-business vertical by the end of this fiscal. Last fiscal, the segment had reported a turnover of Rs 580 crore.
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