Publish Date : 10-Aug-2016
Mahindra Agri Solutions Limited (MASL), a 100% subsidiary of Mahindra & Mahindra Ltd, today announced the launch of 4 new varieties of branded pulses under its NuPro brand in Mumbai. The expanded portfolio of NuPro pulses now includes Chana Dal, Moong Dal, Masoor Dal and Urad Dal in addition to the popular Tur Dal that was launched last year.
A 100% vegetarian unpolished variety, NuPro branded pulses have minimum moisture content and are prepared by splitting through natural sun drying. As a result, NuPro pulses take up to 50% lesser cooking time compared to the average dal in the market. NuPro pulses are free from any chemical ingredient, ensuring consumers of the purest form of pulses. These pulses retain natural nutrients and are high on protein and vitamin which complement a healthy lifestyle. NuPro pulses are available across 4,300 outlets in Mumbai, in packages of 500 gm and 1 kg. Initially, Urad Dal will be sold in 500 gm pack only.
Speaking on the introduction of the new range of NuPro pulses, Ashok Sharma, President, Agri and Africa & South Asia Operations, MD & CEO- Mahindra Agri Solutions Ltd. said, "With the introduction of 4 new varieties of pulses, we can now boast of a complete portfolio of branded pulses with the proposition of healthy, pure and quality products. We are encouraged by the consumer response to our brands and I am pleased to announce that in 9 months of our launch we have seen an offtake of 500 MT of Tur Dal in the city, and have recently touched around 100 MT per month. With the NuPro brand of pulses, we are delivering our promise of purity to customers. The repeat purchase for NuPro is a healthy 30%."
Mr. Sharma further added, "We are confident that with Mahindra's inherent farmer connect and robust quality processes classified under Mahindra Quality Standards (MQS), NuPro will become a preferred brand for pulses in the market. Going forward we will continue to deliver on our promise of purity to customers and provide FarmTech Prosperity to farmers through our technological innovations, scientific know-how and best agricultural practices."
Brand NuPro is derived from a combination of the words: Nutrition and Progression and reflects Mahindra's commitment to deliver high quality pulses that are tasty and easy to cook. This is possible due to Mahindra's close association with farmers over decades.
Further, NuPro products comply with the most stringent food safety guidelines laid out by the Food Safety and Standards Authority of India. The company also stamps its product with the 'Mahindra Quality Standards (MQS)' seal. With its stringent set of guidelines the MQS acts as the seal of consistent high quality from the house of Mahindra, assuring consumers the best. In addition to all of this, 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.
Mahindra will soon expand its footprint in other related value added products such as besan and increase its presence to other neighboring cities over the next 3 years.
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