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After successful foray into selling fruits and pulses, Mahindra and Mahindra plans to make an entry into dairy business by doing a pilot in Madhya Pradesh.

Speaking to media on the sidelines of launching its branded pulses NuPro tur dal, Pawan Goenka, Executive Director, Mahindra and Mahindra, said the company has under taken a pilot project for a venture into dairy business and it would be anchored under its Saboro brand.

“We are in the process of charting out our strategy and a business plan which may be finalised by end of this financial year,” he said.

The company targets to become one of the top three players in pulses business in three years with the launch of other pulses and its value-added products in Pune and Nashik.

                                  Saboro brand

Goenka said the branded pulses market, which is estimated at ₹2 lakh crore at the retail level, is as big as the automobile sector. Interestingly, the scope for business in pulses is huge as the organised market accounts for 1-2 per cent at ₹2,000 crore and the largest company commands sales of ₹300 crore, he said.

M&M has tied up with 13 distributors in Mumbai and the NuPro dal will be available at 45 retail outlets soon.

The company has tied up with six milling centres with a cumulative capacity to process 175 million tonnes a day. It has also set up a pro-type farm at Latur in Maharashtra.

“We are continuously working with the farmers to improve the yield. The target is to raise yield from 650 kg/hectare to the world average of 1,100. In Canada, the yield is 1,936 kg/hectare,” he said.


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