BL Agro sells Edible Oils and other food products. ‘Bail Kolhu’ mustard oil is its flagship product. Along with the company’s social initiative #Rasodemeinmardhai, a new TV commercial of Bull Crusher was also launched on Friday. On this occasion company’s chairman Ghanshyam Khandelwal, company’s MD Ashish Khandelwal and bull crusher mustard oil’s brand ambassador and actor Pankaj Tripathi were also present. Along with Pankaj Tripathi, Manoj Bajpayee and Nawazuddin Siddiqui have also worked in the new ad.
It is not only women’s responsibility of kitchen
The company says that the concept of #Rasodemeinmardhai breaks the widespread belief that only women should handle kitchen responsibilities. Kitchen and all other related tasks like planning, shopping, preparing, serving, washing and cleaning have nothing to do with any gender. This is a quality that every person should have, so that the household work can be divided in half and the food can be cooked cooperatively.
During the event, actor Pankaj Tripathi took the initiative to promote the #Rasodemeinmardhai initiative wearing an apron in the kitchen setup, carrying a spoon in his hand. On this occasion, he also told that he is fond of cooking. Pankaj Tripathi further added, “Assumptions about the basic social categories of gender, such as men earning and women taking care, are embedded in our daily lives. These subjects are finicky and complex but there is an urgent need to change their thinking and make it a continuous and systematic one, which the social initiative #Rasode Mein Mardhai emphasizes. It weaves another story and instills in men a sense of responsibility regarding the kitchen. I am giving my voice to give shape to a new thinking and to put an end to those ideas, according to which, women should take care of all kitchen responsibilities.
Challenging traditions for a better tomorrow
BL Agro Chairman Ghanshyam Khandelwal said, ‘Why should the kitchen be the responsibility of women only? We want to raise this idea with #RasodeMeinMardhai. We want to challenge traditions for a better tomorrow. This vision is not only to liberate women from the limits of cooking and washing dishes, but also to recognize that cooking is everyone’s job. This is our subtle effort towards breaking gender stereotypes and promoting a more progressive and inclusive culture.
When was BL Agro started?
BL Agro Industries Limited was founded in 1940 by Kishan Lal Khandelwal and Bishan Lal Khandelwal as a commodity trading business. Ghanshyam Khandelwal joined this business in 1976. Along with expanding the business, he also explored the possibilities of manufacturing. After this in 1983 launched Bull Crusher Mustard Oil. The product was trademarked in 1986. Apart from mustard oil, the company has started many varieties of oil including refined oil. In addition, Norish also offers a range of food products under the brand name Flour, Rice, Pulses, Ghee and Oil, Nuts, Papad, Pickles, Murabba and Spices.
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