Mahindra unveils Saboro fruit brand

Hyderabad: 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. The diversified conglomerate which launched the brand in the city on Thursday will sell fresh apples, bananas and grapes sourced from across the country.

"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," Ashok Sharma, Chief Executive (Agri and Allied Business), Mahindra & Mahindra, told media here after launching the brand.

So, the company has invested Rs 20 crore into the business. “We have tied up with 1,000 farmers across the country. We will source high quality fruits from them, process and sell at the partner stores,” he said.

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. “Pricewise, our fruits are about 15 per cent cheaper than the imported varieties, but they are no way inferior when it comes to quality and taste,” Sharma added.