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Mahindra And Mahindra Ltd To Enter Branded Fruits Business - Business Standard


Tuesday, 29 Oct 2013 07:33am EDT 

Business Standard reported that Mahindra And Mahindra Ltd is planning to commercialize banana ripening as a backward integration to support its launch of branded fruits early next month. The Company entered into banana procurement, ripening and marketing in August this year on pilot basis in Delhi. It is set to introduce long, spotless bananas with increased shelf life on commercial basis next month and expand its forte to Mumbai early next year. M&M has engaged over 100 farmers primarily in two states Gujarat and Uttar Pradesh for working closely with them under its Farm Tech Prosperity scheme. It provides seed, fertilizer and herbicides in addition to timely guidance on improved farm practices to them for better productivity. Later, it wants to expand its banana farming to Maharashtra also.