North India-based BL Agro, one of India's fastest-growing edible oil and food products companies, has expanded its horizons to South India. Rooted in Bareilly, Uttar Pradesh, the company has been on an aggressive market expansion mode since the beginning of this year and has since ventured into Delhi, Rajasthan, Uttarakhand, and now Karnataka. In the state, Bengaluru is the first city the company has zeroed in to set its base, given the market demand and opportunities.
Today, BL Agro, which was established close to five decades ago, is a Rs 2500 crore company. 'Bail Kolhu' company's flagship mustard oil brand was the first one launched years ago. BL Agro then gradually paced forward to become a fast-growing food products company with its brand 'Nourish' in the year 2018. 'Nourish' products are retailed through the company's website and Exclusive Brand Outlets (EBOs) present at 13 locations currently.
In Bengaluru, the company has tied up with two super stockists and has deployed its team to ensure 'Nourish' products are readily available in the retail market. The company wishes to penetrate and mark its presence across mom-n-pop stores, supermarkets, and wholesalers. The products can also be purchased from the company's website nourishstore.co.in.
Ashish Khandelwal, managing director, BL Agro, says, "We have gained and retained the trust of consumers in Northern India. This forms the very foundation of our expansion to the Southern part of the country, starting with Bengaluru. I am confident that our food products brand 'Nourish' that promises wholesome nutrition will gain the same goodwill as our signature legacy mustard oil brand Bail Kolhu".
Sanjeev Tripathi, national head, BL Agro, says, "Our foray into Karnataka market is a part of our strategy to expand our footprint in the southern part of India, very soon we will expand our reach to Goa and Hyderabad market. As a part of the Healthy India Campaign, we remain committed to offering the best of the grains available across India using best and latest of the technology through our brand Nourish and Bail Kolhu."
BL Agro plans to market its brand 'Nourish' in Bengaluru through a series of ATL and BTL activities. The company had recently announced a marketing push worth Rs 150 crore to fuel the company's expansion plans and drive aggressive growth pan-India.
Brand Nourish offers an entire range of food products typically used in an Indian kitchen, including Atta, Rice, Pulses, Ghee & Oils, Dry Fruits, Papad, Pickles, Murabba, Spices, and more. Each Nourish product is packed with superior quality ingredients and is produced with the finest processes that ensure maximum retention of nutrients.