Mahindra Agri Business Expands Its Portfolio of NuPro Branded Pulses

Introduces 4 New Varieties of NuPro Pulses in Mumbai - Chana Dal, Moong Dal, Masoor Dal and Urad Dal

August 8, 2016 Mumbai: 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.

About Mahindra Agri Business
With a vision to deliver "FarmTech Prosperity" Mahindra agribusiness closely interacts with farmers to improve their produce quality and productivity by providing latest advances in farm technologies and agricultural know how. It also help 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, Agri Chemicals, 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 and Edible Oils where again close links with the farmers allow it to provide products that stand for quality and purity. Having grown 8 fold in the last 4 years, Mahindra Agribusiness has become one of India's largest grape exporter, launched India's first premium fresh fruit 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 Standards. 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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