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Mahindra Agri Solutions launches four variants of NuPro pulses in Mumbai
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Wednesday, 10 August, 2016, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d fiogf49gjkf0d Mahindra Agri Solutions Limited (MASL), a 100 per cent subsidiary of Mahindra and Mahindra Ltd, launched four new varieties of NuPro pulses in Mumbai. The brand’s portfolio includes Chana Dal, Moong Dal, Masoor Dal and Urad Dal.
A 100 per cent vegetarian unpolished variety, NuPro pulses have minimum moisture content and are prepared by splitting through sun drying.
As a result, they take up to 50 per cent less cooking time compared to average dal in the market.
NuPro pulses are free from chemical ingredients, ensuring consumers of the purest form of pulses.
These pulses retain natural nutrients and are high on proteins and vitamins which complement a healthy lifestyle.
They are available across 4,300 outlets across Mumbai in packs of 500g and 1kg. Initially, Urad Dal would be sold in 500g packs only.
Speaking on the introduction of the new range, Ashok Sharma, president, agri and Africa and South Asia operations, managing director and chief executive officer, MASL, said, “With the introduction of four 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 nine months of our launch, we have seen an offtake of 500MT on Tur Dal in the city,” he added.
“We have recently touched around 100MT per month. With the NuPro brand of pulses, we are delivering our promise pf purity to customers. The repeat purchase for NuPro is a healthy 30 per cent,” Sharma said.
“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 of pulses in the market,” he added.
“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,” he added.
NuPro is derived from a combination of the words nutrition and progression, and refers Mahinda’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 (FSSAI). The company also stamps its products with the 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 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 in its presence to other neighbouring cities over the next three years.
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