Mahindra enters Indias dairy sector

Mahindra enters India's dairy sector

Indian conglomerate Mahindra & Mahindra has launched its first dairy product, marking its debut in the country's dairy industry.

The firm has launched Saboro Milk in Indore - available in four variants: double-toned milk, full cream milk, protein rich milk and cream rich milk.

"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 stand out in the market in terms of quality. 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 Dr. Pawan Goenka, executive director, Mahindra & Mahindra Ltd.

In 2014, Mahindra indicated plans to enter the Indian dairy sector with the acquisition of an unnamed dairy in a deal that was worth up to INR5bn (US$80.8m).

Ashok Sharma, president and CEO for Mahindra's agri, Africa and south Asia operations, 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. 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."

Mahindra added it expects to launch a range of fresh dairy products in Madhya Pradesh over the next year.