Mumbai: After fresh fruits, pulses and dairy products, the agri-business unit of Mahindra and Mahindra Ltd has entered the branded edible oil market with the launch of its NuPro brand in Kolkata.

The company will offer a bouquet of edible oils, the first of which is the NuPro mustard oil.

Derived from a combination of the words nutrition and progression, the brand reflects Mahindra’s commitment towards developing progressive farming practices and its association with farmers, the company said in a statement.

Priced at 145 for a one litre pouch and 2,125 for a 15 kg tin, Mahindra said the oil targeted at the health-conscious is free from any chemicals.