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Saboro

New branding for Indian grapes

Multinational group Mahindra & Mahindra Ltd. is a multinational group based in Mumbai India. In 2000 they entered the fruit business the company Mahindra Shubhlabh Services Ltd, (MSSL).

The first grapes were exported to Europe and the UK in 2005 and the company has now established itself as one of the leading grape exporters from India, exporting 7800 tons in 2013.

CEO Vikram Puri explains that, "One thing led to another, when we entered the grape business. Farmers wanted more assistance to find markets, also on the grading packing of fruit. We also give year round technical services which leads to more profitability to the farmer as we focus on assisting farmers in increasing productivity and enhancing exportable yields.



"We have not only taken exports to a high level, but also quality by defining the specification which are required by retailers abroad in European countries, UK and countries such as Russia, Middle East, SE Asia and China."



The company are expanding the variety base to prolong the export season for black and red seedless grapes. The new black seedless variety is Sharad seedless.



The grapes are marketed under the Saboro brand which stands for high quality.

Mahindra also distributes bananas, apples and grapes on the domestic market under this brand. "It is the first initiative of a consumer facing brand for Fruit in India, this will help farmers to run profitable farms."

For more information:
Vikram Puti
Mahindra Shubhlabh Services Ltd
Tel: +91 22 2965 2633
Email: puri.vikram@mahindra.com


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