Apna Urea brand has been launched by Hindustan Urvarak & Rasayan Limited (HURL) for Urea retailers and farmers across northern India.

- Urea retailers can earn loyalty points by registering the farmers and placing an order for them in the app.
- Lucky Farmers will be awarded by a mobile recharge coupon after placing an order with the registered retailer.

Hindustan Urvarak & Rasayan Limited (HURL) was incorporated on 15th June, 2016 as a joint venture company by Coal India Limited (CIL), NTPC Limited (NTPC) and Indian Oil Corporation Limited (IOCL) as the lead promoters with Fertilizer Corporation of India Limited (FCIL) and Hindustan Fertilizer Corporation Limited (HFCL) as other two partners.

The three lead promoter companies of HURL namely CIL, NTPC and IOCL are amongst top Maharatna Public Sector Undertaking of the Government of India, belonging to Ministries of Coal, Power and Oil & Natural Gas.