The $16 billion auto giant Mahindra & Mahindra (M&M), who has conquered everything ranging from automobiles to aerospace, is now learnt to be “selling apples” in the Indian market soon.
However, it may sound a weird to a one, but the fact is, Indian carmaker planned to launch its fresh fruit brand ‘Saboro’, which means ‘taste’ in Spanish, by early November’13. For selling the new seldom in the market, it has tied up with the retailers like Godrej Nature’s Basket and Heritage Foods; meanwhile the Reliance Fresh is still in the discussion room. Overall, the tractor manufacturing organization is in full slush to build a sustainable business model that would include the entire agri value chain.
As per the information, launch will kick off with branded apples sourced from Kinnaur in Himachal Pradesh, where they had planned to sort them out as per their grades in 15 outlets in Hyderabad early next month. Adding further, the M&M will also add bananas and grapes – which it produces for export at present – and mangoes to stores in phase 2 of its launch.
Commenting on this initiative, K Ravindranath, head B&M (F&V) marketing, Heritage Foods said, “The Indian fruits and vegetables market today is faced with a challenge of delivering continuous and consistent quality fruits to the consumers. As a retailer our biggest struggle today is to deliver this consistency, for which we have to check every lot that comes to our stores. With Mahindra, we can be sure that a consistent product experience will be delivered to our consumers.”
Extending its reach, M&M has planned to mark its existence on a pan-India basis targeting major cities and mini metros for the next 8 to 12 months, along with the 200 organized retail outlets by their sides. It also has plans to start online sales through retailers and gourmet stores by mid 2014.