The company, under the Saboro brand, will offer an assortment of products in Indore, the first of which is Saboropouch milk, available in four variants – Double Toned Milk, Full Cream Milk, Protein Rich Milk and Cream Rich Milk.
All the milk variants are fortified with Vitamin A and D.
The company has put in place a milk collection supply chain in around 70 villages near Indore where it works directly with farmers.
Expanding product sales range
Mahindra expects to launch a range of fresh dairy products in Madhya Pradesh over the next year.
Speaking at the launch of Saboro milk, Ashok Sharma, president & chief executive – Agri and Africa and South Asia operations, Mahindra & Mahindra, said, “With Saboro, through our unique farm to fork model, we have entered the branded dairy segment with an aim to connect the farmers with the discerning Indian customers who look for dairy products that are fresh and of the highest quality.
“We are confident that, with Mahindra’s inherent farmer connect and robust quality systems, Saboro will soon become a brand of choice for dairy products.”
The name Saboro is derived from the Spanish word sabor, which means taste.
A $16.9bn multinational group based in Mumbai, India, Mahindra employs more than 200,000 people in over 100 countries. Mahindra’s business covers tractors, utility vehicles, information technology, financial services, agribusiness, aerospace, components, consulting services, defence, energy, industrial equipment, logistics, real estate, retail, steel, and commercial vehicles.