Mahindra & Mahindra forays into branded pulses business

Mahindra and Mahindra's (M&M) agri business division has forayed into branded pulses space with NuPro brand.

The company today launched the NuPro Tur dal in Mumbai and said it will soon expand its footprint in other pulses and related value added products like besan in nearby areas like Pune and Nashik.

It also plans to introduce a range of other branded pulses under the NuPro brand across major markets over the next three years.

"Our agri business helps us to deliver our long-term aspiration of 'Farm-Tech Prosperity'. Today, with NuPro pulses, we are taking another important step in our journey towards becoming a complete value chain player," M&M Executive Director Pawan Goenka said in a statement.

We are hopeful that on the basis of its unmatched quality, NuPro will establish itself as a premium brand for pulses in India, he added.

M&M group's agri-Africa and South Asia operations President and Chief Executive, Ashok Sharma said NuPro is 100 per cent unpolished dal with minimum moisture content and is prepared by splitting through natural sun drying.

"As a result, NuPro pulses can be cooked up to 50 per cent faster than the average dal in the market," Sharma added.

A USD 16.9 billion group based in Mumbai, M&M deals in tractors, utility vehicles, financial services, information technology and real estate among others.

Mahindra India