Mumbai: North India-based edible oil and food products company BL Agro Ltd has now expanded its horizons to South India. Rooted in Uttar Pradesh, the company has been on an aggressive market expansion mode since the beginning of this year and has since ventured into states of 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.

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 in the city. The products can also be purchased from the company's website.

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 expansion plans of the company and drive aggressive growth pan-India, said the statement.

BL Agro, managing director, Ashish Khandelwal said, “We have gained and retained the trust of consumers in Northern India, and 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”.

BL Agro, national head, Sanjeev Tripathi said, “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 Healthy India campaign, we remain committed to offering the best of the grains available across India using the best and latest of the technology through our brand Nourish and Bail Kolhu.”