Mahindra to add bananas to fresh fruit portfolio

After apples and grapes, Mahindra & Mahindra Ltd (M&M) will add bananas to its Saboro brand of fresh fruits.

The auto-to-realty major operates in the fresh fruit segment through Mahindra SubhLabh Services.

According to Pawan Goenka, Executive Director, M&M is currently test-marketing unbranded bananas in select markets such as Delhi through organised retail formats.

“We have introduced bananas in select markets. These are, however, unbranded offerings. Once we are confident, we will brand them under Saboro,” he told

BusinessLine . The company launched apples in November 2013, and grapes earlier this year. The branded fruits are now available only in Hyderabad.

Goenka did not mention a timeline for the launch of Saboro branded bananas or taking the brand to the rest of the country.

Pricing

According to Goenka, branded fruits are priced at a 5 to 10 per cent premium in India.

Apart from domestic sales, M&M is looking at export opportunities. “We export grapes under the Saboro brand to some countries and are exploring opportunities for the other fruits,” he added.