Mumbai: Mahindra & Mahindra Ltd’s agri-business vertical has announced the launch of a fresh fruit brand, Saboro.

Saboro will offer a wide range of fresh fruits, starting with apples and diversifying into grapes, bananas and other imported fruit, the company said in a statement. Ashok Sharma, chief executive – agri and allied business, Mahindra & Mahindra Ltd, in an interview on 24 March, 2012, spoke about the plans of Mahindra ShubhLabh Services Ltd (MSSL), the company’s fruit business, to diversify into selling
branded fruits.

MSSL works with farmers who grow grapes in Nashik, Sangli, Latur and Solapur regions of Maharashtra. It procures fresh produce from farmers and offers end-to-end extension services, including agronomy, certification, grading and packaging.