Mahindra is all set to bring India’s first branded apple, Saboro (meaning tasty in Spanish), to the market. American and Chinese brands will soon have competition from this Indian offering, which, though premium, is priced cheaper than them.
Mahindra Shublabh will roll out the Saboro brand this month in Hyderabad. At 20 lakh tonnes p a, India ranks 4th globally in apple production, but is still way below China, which tops at 340 lakh tonnes.
While imported apple brands sell at Rs 200 a kg, Saboro will be priced at Rs 170 a kg. The apples will be available at nearly 200 retail outlets, including Reliance Fresh and Godrej’s Nature’s Basket stores.