Mahindra and fruits?

A few years ago automobile leader Mahindra and Mahindra entered the fruit business with their company Mahindra Shubhlabh Services Limited (MSSL). The company launched in 2000, has now become one of the leading exporters from India especially for grapes, distributing 7800 tonnes in 2013.

Now, the company is tying up with Godrej’s Nature Basket, Heritage Foods and Reliance Fresh to procure fruits from farmers and sell to organized retail and wholesalers. The company is looking at importing citrus fruits and pears from South America, Kiwis from Australia and Apples from US and China. Currently, Mahindra exports bananas, apples and grapes from India.

Over the next one year, Mahindra is targeting 200 organised retail outlets with a turnover increase from Rs.100 crore to Rs.300 crore. Buy a SUV and get a basket of organic fruit maybe, eh, Mahindra?