The agri-business vertical of Mahindra and Mahindra
Ltd, a part of the $16.2 billion Mahindra Group, launched its fresh
fruit brand, Saboro, for the health-conscious Indian consumer, in
Hyderabad on Friday.
Mahindra is the first Indian corporate to offer branded fruit. Its range would start with apples, and the Saboro brand would soon diversify into grapes, bananas and other imported fruit.
Hyderabad has been chosen as the launch market for the brand, owing to the increase in fruit and vegetable consumption in the city, and the strong spread of modern retail in the last few years.
Speaking on the launch of the Saboro brand in India, Pawan Goenka, executive director and president, automotive and farm equipment sectors, Mahindra and Mahindra Ltd, said, “Our farm equipment business cherishes the long-term aspiration of delivering farm-tech prosperity.”
“This aspiration requires us to go beyond the traditional product range of tractors and other farm mechanisation solutions to becoming an agriculture company and thereby benefit Indian farmers,” he said.
“We are actively focussing on developing our agri-business and are excited at the launch of the Saboro brand. We hope that with time, Saboro would establish itself as a premium brand for fruits in India and beyond,” Goenka said.
According to Ashok Sharma, chief executive, agri and allied business, Mahindra and Mahindra Ltd, “With the vision of delivering farm-tech prosperity, 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,” he added.
“Today, we are the number one Indian exporters of quality grapes to Europe. Extending this way of working to other fresh fruit, and given our strong farmer connect and quality focus, we are confident that we will become the most preferred premium fresh fruit brand in the country,” Sharma said.
In order to deliver a consistent supply of quality fruit, the company has a strong team of experts, which constantly evaluates the most critical quality parameters with regard to taste, freshness, appearance and shelf-life.
To make the best-quality fruit reach consumers, the company is also investing in pack houses, ripening chambers and cold stores across the value chain.
Saboro fruit would be available at select organised retail outlets and also in the general trade across key metro cities in the next few months.
Over the next three years, the company plans to supply Saboro fruit across 200 outlets across India.
Saboro originates from the Spanish word sabor, which means taste. The logo is inspired by the sun and green fields.
Mahindra is the first Indian corporate to offer branded fruit. Its range would start with apples, and the Saboro brand would soon diversify into grapes, bananas and other imported fruit.
Hyderabad has been chosen as the launch market for the brand, owing to the increase in fruit and vegetable consumption in the city, and the strong spread of modern retail in the last few years.
Speaking on the launch of the Saboro brand in India, Pawan Goenka, executive director and president, automotive and farm equipment sectors, Mahindra and Mahindra Ltd, said, “Our farm equipment business cherishes the long-term aspiration of delivering farm-tech prosperity.”
“This aspiration requires us to go beyond the traditional product range of tractors and other farm mechanisation solutions to becoming an agriculture company and thereby benefit Indian farmers,” he said.
“We are actively focussing on developing our agri-business and are excited at the launch of the Saboro brand. We hope that with time, Saboro would establish itself as a premium brand for fruits in India and beyond,” Goenka said.
According to Ashok Sharma, chief executive, agri and allied business, Mahindra and Mahindra Ltd, “With the vision of delivering farm-tech prosperity, 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,” he added.
“Today, we are the number one Indian exporters of quality grapes to Europe. Extending this way of working to other fresh fruit, and given our strong farmer connect and quality focus, we are confident that we will become the most preferred premium fresh fruit brand in the country,” Sharma said.
In order to deliver a consistent supply of quality fruit, the company has a strong team of experts, which constantly evaluates the most critical quality parameters with regard to taste, freshness, appearance and shelf-life.
To make the best-quality fruit reach consumers, the company is also investing in pack houses, ripening chambers and cold stores across the value chain.
Saboro fruit would be available at select organised retail outlets and also in the general trade across key metro cities in the next few months.
Over the next three years, the company plans to supply Saboro fruit across 200 outlets across India.
Saboro originates from the Spanish word sabor, which means taste. The logo is inspired by the sun and green fields.
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