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M&M enters branded dairy products

22 March 2016

Mahindra & Mahindra launched its branded dairy products under the Saboro brand through its agri business vertical in Indore on Tuesday, while the company expects to launch a range of fresh dairy products in Madhya Pradesh over the next one year.

The Saboro brand will offer an assortment of products, starting with packaged milk in  four variants (double toned, full cream, protein rich and cream rich).

The brand Saboro is derived from the Spanish word Sabor, which means "taste". Saboro reflects Mahindra's commitment towards delivering high quality fresh fruits and dairy products to the Indian consumer, the company said in a statement.

''Our agri business cherishes the long-term aspiration of delivering 'FarmTech Prosperity'. Today, with Saboro, we are taking another important step in our journey to become a complete value chain player. Our stringent systems and processes have resulted in products that stands out in the market in terms of its quality especially with our Mahindra Quality Standards (MQS). 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 at Mahindra & Mahindra.

The protein rich and cream rich variants are specially developed variants with extra nutrients and cream respectively. The company has put in place a technologically advanced milk collection supply chain in around 70 villages near Indore.

These collection points work directly with farmers with an aim of ensuring that they get the best value for their milk and the consumers get milk that is of the highest quality.

''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. Our Saboro milk provides assurance of cream and nutrition which came out as the two biggest requirements during our research with customers in Indore. Also all our milk variants are specially fortified with Vitamin A and D. 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,'' said Ashok Sharma, President & Chief Executive Agri and Africa and South Asia Operations at Mahindra & Mahindra.

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