Mahindra & Mahindra forays into branded pulses segment, launches NuPro Tur Dal

Mahindra & Mahindra Agri Business has forayed into branded pulses segment with the launch of NuPro Tur Dal and plans to introduce more pluses under the brand in future, the company said in an announcement on BSE.

"We have already launched NuPro Mustard Oil in Eastern India and our promise of purity has resonated strongly with customers. By launching NuPro pulses in Mumbai, we will address another category of staples that India is not self-reliant in," said Ashok Sharma, President and Chief Executive, Agri and Africa and South Asia Operations, Mahindra and Mahindra Ltd.

The company, part of the $16.9-billion Mahindra Group, had launched NuPro Mustard Oil earlier in the year and  plans to introduce more pulses across major markets over the next three years.

Further to the launch of NuPro Dal in Mumbai through FMCG distribution networks, Mahindra will soon expand its footprint in other pulses and related value added products like besan, in nearby areas like Pune and Nashik, the company said.

Speaking about the launch, Mahindra & Mahindra Executive Director, Pawan Goenka said, "With NuPro pulses we are taking another step in our journey towards becoming a complete value chain player."

Mahindra & Mahindra shares closed 2.23 per cent down at Rs 1250.95 apiece on BSE on Tuesday.