Mahindra diversifies into branded fresh fruit biz with Saboro

Mumbai: Mahindra & Mahindra has forayed into fresh fruit business under the brand Saboro, which will be available across 200 outlets pan India in next three years.

"We are actively focusing on developing our agri-business and are excited at the launch of the Saboro brand. We hope that with time Saboro will establish itself as a premium brand for fruits in India and beyond," Mahindra & Mahindra Executive Director and President, Automotive & Farm Equipment Sectors, Pawan Goenka said in a release issued here.

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

With this launch in Hyderabad, Mahindra becomes the first Indian corporate to offer such a wide variety of branded fruits to the consumer.

Initially, Saboro fruits will be available at select organised retail outlets and in the general trade across key metro cities in the next few months.

"We entered the fresh fruit business by exporting grapes. We work closely with over 600 grape growers across Maharashtra and through our agronomy interventions we have helped them increase their productivity by around 50 per cent in the last the three years.

"We are confident that we will become the most preferred premium fresh fruit brand in the country," Mahindra & Mahindra Chief Executive – Agri & Allied Business - Ashok Sharma said.

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