With aggressive promotion plans for the current year, BL Agro Industries has signed popular Bollywood actress and fitness icon Shilpa Shetty as the face of brand ‘Nourish’ in Flours, Pulses & Dry Fruits categories.

NOIDA, Uttar Pradesh, India, March 9, 2021: BL Agro Industries Limited, one of the fastest growing edible oils and food products company in India announced Bollywood Diva and fitness icon Shilpa Shetty as a face of its ambitious brand ‘Nourish’ for the extensive range of Flours, pulses and dry fruits. Shilpa Shetty personifies fitness and health and gels well with the brand ‘Nourish’, which also promotes nutrition and good health and aims to endorse the idea of eating good and staying healthy.

Shilpa would be seen in all the communication promoting Nourish’s range of Flours, pulses and dry fruits.

Speaking about this strategic partnership, Mr. Ghanshyam Khandelwal, Chairman & Managing Director, BL Agro said, “Nourish has been accepted very well by the consumers across various states of North India. The company has now begun the journey to expand the markets and take Nourish to newer regions across the country. Hence, to promote such a nutritious and healthy food brand, we have been scouting for a personality who can represent the brand attributes in the most effective manner. And who better choice can be, than Ms. Shilpa Shetty.”

As per the company, the choice of Brand Ambassador for Nourish has not been an easy one. “For a brand that comes with the promise of ‘Nutrition ka Vada’, the ambassador had to be of the similar stature”, said Mr. Ashish Khandelwal, Executive Director, BL Agro Industries Ltd.

Commenting on the brand endorsement, Ms. Richa Khandelwal, Director, Leads Brand Connect, the advertising agency of Nourish said, “The brand positioning targeted by ‘Nourish’ has many characteristics common with Shilpa. While Shilpa is seen as an ambitious and determined personality, Nourish is determined to provide nutrition to the fast moving Nation. Similarly, Shilpa is a fitness Icon and is among the top health and fitness influencers in India, while Nourish is also a Brand with the promise of nutrition, health and fitness”.

About BL Agro

Based in Bareilly, Uttar Pradesh, B L Agro Industries Ltd. is one of the fastest growing FMCG companies in India that has been committed to providing quality food products over the years. Being a flag-bearer of government of India’s Vocal for Local campaign, BL Agro has stood out among the top food FMCG companies in recent years. The company today has one of the largest

distribution networks amongst all branded edible oil and food product players in India with over 50,000 retailers.

BL Agro Industry’s growth story is an inspiring story of success. Having started as a mustard trading house in 1950s, B.L. Agro has come a long way today. During the course of its gruelling journey, the company transformed from a commodity trading organization to a full-fledged FMCG company. The marketers of a single mustard oil brand subsequently started rolling out multiple varieties of oil, including refined oils and then a range of food products under the brand name ‘Nourish’ – thus catering to a much wider consumer base. Brand Nourish comes with a promise for nutrition. The brand offers entire range of food products typically used in an Indian kitchen including Atta, Rice, Pulses, Ghee & Oils, Dry Fruits, Papad, Achars, Murabba, Spices, etc. Each Nourish product is packed with superior quality ingredients and is produced with finest processes that ensure maximum retention of nutrients.