Mahindra diversifies into branded fresh fruit biz with Saboro

Mahindra & Mahindra has forayed intofresh fruit business under the brand Saboro, which will beavailable across 200 outlets pan India in next three years.

“We are actively focusing on developing our agri-businessand are excited at the launch of the Saboro brand. We hopethat with time Saboro will establish itself as a premium brandfor fruits in India and beyond,” Mahindra & Mahindra ExecutiveDirector and President, Automotive & Farm Equipment Sectors,Pawan Goenka said in a release.

The company, which has invested Rs 20 crore for thisventure so far, will offer a wide range of fresh produceslike apples, grapes, bananas and other imported fruits.

With this launch in Hyderabad, Mahindra becomes the firstIndian corporate to offer such a wide variety of brandedfruits to the consumer.

Initially, Saboro fruits will be available at selectorganised retail outlets and in the general trade acrosskey metro cities in the next few months.

[caption id=“attachment_1010749” align=“alignleft” width=“380”] Representational Image. Reuters[/caption]

“We entered the fresh fruit business by exporting grapes.We work closely with over 600 grape growers across Maharashtraand through our agronomy interventions we have helped themincrease their productivity by around 50 per cent in the lastthe three years.

“We are confident that we will become the most preferredpremium fresh fruit brand in the country,” Mahindra & MahindraChief Executive - Agri & Allied Business - Ashok Sharma said.

To deliver the best quality fruit to consumers, thecompany is also investing in pack houses, ripening chambersand cold stores across the value chain.

PTI