Mahindra's NuPro stirs up culinary delights in association with the inimitable Sawan Dutta

Kolkata October 5, 2016: Mahindra Agri Solutions, part of the USD 17.8 billion Mahindra Group today announced their association with the much acclaimed Composer, Producer & Vocalist, Sawan Dutta. With Mahindra's brand of NuPro mustard oil, Sawan would be cooking and presenting through her song, select Bengali dishes in her inimitable style. The first song on the ever popular dish of 'Shukto' made with NuPro mustard oil has been released on Mahalaya (https://www.youtube.com/watch?v=kri1C50mvCU ) a few days back.

Sawan of The Metronome fame would be associated with Mahindra to present different videos of all time popular Bengali dishes. Her videos would be associated with the range of NuPro brand of oil and pulses.

Sawan's second video on 'Jhalmuri' made with NuPro mustard oil would be released on the forthcoming Ashtami day.

Speaking on the association, Partho Chakraborty, Vice President, Brand & Marketing, Mahindra Agri Solutions said, "We are very excited at the association between Mahindra NuPro and Sawan Dutta who exemplifies good food in her own inimitable manner. Through her style of presenting, she brings alive the dish much as what NuPro oil does with its typical smell and flavour. Over the past one year, NuPro has managed to build a very strong association with our West Bengal clientele and this association is a tribute to the culinary delights of this state".

Sawan Dutta said on her association with Mahindra NuPro, "This association is special for me as it took me back to my growing up days the moment I opened the first bottle of NuPro mustard oil. The mesmerising smell was enough to rake up memories of yesteryears. My videos are a tribute to not only the dishes I am propagating but also to the delightful NuPro oil without which, each dish would have been incomplete".

Mahindra Agri Solutions will look to treble its investments on branding, packaging and in improving its distribution network within the state of West Bengal. The idea is to improve its position to be amongst the top three mustard oil players within the state. Mahindra Agri will also look to improve its distribution network from 8,000 retailers to 12,000 retailers by the end of this fiscal. The company has recently launched its NuPro brand of soya oil in addition to the existing and popular NuPro mustard oil.

About Sawan Dutta

Sawan Dutta is a multi talented musician, performer and video blogger. Her work as music director, composer, music producer and singer songwriter spans a formidable range, covering Bollywood feature films ( Mumbai Delhi Mumbai and Chai Pani Etc ), over 200 TV shows (such as KBC and Mastermind) spread over channels ranging from National Geographic to BBC to Sony and Fox History. Her work for commercials, documentaries, and theatre soundtracks have won her several awards, including the Mahindra Excellence in Theatre Best Sound award for Dadi Pudumjee's internationally acclaimed play, Transpositions.
Her albums, including India's first ever 3D animated video, Lady Chatterjee, have been released by India's leading record labels which include several albums featuring international sarod maestro Ustad Amjad Ali Khan and his sons, Amaan and Ayaan.

Sawan Dutta's YouTube channel was started in 2009 as a repository of her commercial and personal work. It had gathered about 75,000 views and 78 subscribers in over 6 years. Now based in Mumbai, Sawan graduated as an Architect from the School of Planning and Architecture, New Delhi. She has been part of fusion band Indian Ocean during its formative years, and has also sung as soprano and soloist with The Capital City Minstrels and other choirs and ensembles performing western classical and choral music in Delhi.

About Mahindra Agri Solutions

With a vision to Deliver FarmTech Prosperity, Mahindra Agri Solutions Ltd. closely interacts with farmers to improve their produce, quality and productivity by providing latest advances in farm technologies and agricultural know how. It also helps farmers by linking them to the market to provide better returns for their quality produce and thereby improving their lives. With its wide portfolio of inputs viz. Seeds, Crop Care, Micro Irrigation Services backed by high quality advisory through Samriddhi outlets, Mahindra Agri Business has successfully helped Indian farmers increase their productivity over the years. At the same time, it has a strong outputs business consisting of Fruits and Vegetables, Pulses, Edible Oils and Dairy where again close links with the farmers allow it to provide products that stand for quality and purity. Having grown more than 11 fold in the last 5 years, Mahindra Agribusiness has become one of India's largest grape exporter, launched its premium fresh fruit and dairy brand Saboro, and established 'Farm to Fork' presence across the Agri value chain. It has also ventured into branded pulses and oils segment with NuPro with the promise of highest quality backed by the Mahindra Quality Standard. It also hosts the pioneering Mahindra Samriddhi India Agri Awards, which celebrated its sixth edition and has attracted close to 200000 agricultural innovations and success stories till date.

About Mahindra
The Mahindra Group focuses on enabling people to rise through solutions that power mobility, drive rural prosperity, enhance urban lifestyles and increase business efficiency.

A USD 16.9 billion multinational group based in Mumbai, India, Mahindra provides employment opportunities to over 200,000 people in over 100 countries. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology, financial services and vacation ownership. In addition, Mahindra enjoys a strong presence in the agribusiness, aerospace, components, consulting services, defence, energy, industrial equipment, logistics, real estate, retail, steel, commercial vehicles and two wheeler industries.

In 2015, Mahindra & Mahindra was recognized as the Best Company for CSR in India in a study by the Economic Times. In 2014, Mahindra featured on the Forbes Global 2000, a comprehensive listing of the world's largest, most powerful public companies, as measured by revenue, profit, assets and market value. The Mahindra Group also received the Financial Times 'Boldness in Business' Award in the 'Emerging Markets' category in 2013.

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Automotive & Farm Equipment Sectors
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