Bite into India's branded apple

After success in the automobile sector, venturing into the Hospitality and Realty sector, Mahindra is aggressively getting into the agricultural business sector.  Till now, we have senn branded, imported apples from the US and China; we will soon have our own branded Indian apple, Saboro, thanks to Mahindra.

Saboro, which means tasty in Spanish, will be launched this month in Hyderabad.  Currently, India produces around two million tonnes apples per annum in comparison to China, which tops at 34 million tonnes. Saboro will be the first national brand of apples, both in domestic and export markets. While imported apples sell at around Rs.200/kg, Saboro will be priced lower at Rs.170/kg.  The apples will be made available across nearly 200 retail outlets, including Reliance Fresh and Godrej’s Nature Basket.

Mahindra is exporting grapes to Europe, South East Asia and Russia; and now plans to export its apples to the same markets. Little Red Riding Hood will now have her own branded Indian apples, farm-fresh and cheap, at least in India!