M&M forays into branded dairy, launches four milk variants

Strengthening its presence in agri segment, Mahindra & Mahindra group announced its entry in the branded dairy products business on Tuesday.

The Mahindra group introduced Saboro brand milk in four variants — double toned, full cream, protein rich and cream rich in Indore.

M&M had introduced Saboro branded apples a couple of years ago in India and expanded its footprints into branded grapes both for domestic and overseas markets.

"With our launch today, we are confident that Saboro will establish itself as a premium brand for milk in India in the near future,” said Pawan Goenka, executive director, Mahindra & Mahindra.

The company has put in place an advanced milk collection supply chain, connecting  around 70 villages near Indore.

"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,” said Ashok Sharma, chief of the company's agri business.

M&M plans to launch a range of fresh dairy products in Madhya Pradesh over the next one year.