In a bid to tap the domestic milk market, which is pegged at ₹4 lakh crore, the agri-business division of Mahindra & Mahindra launched its branded milk – Saboro – in Indore on Tuesday.

The company’s plant in Dewas (near Indore, Madhya Pradesh) has a processing capacity of 10,000 litres of milk per day.

Ashok Sharma, President and Chief Executive, Agri and Africa & South Asia Operations, Mahindra & Mahindra, said the group’s entry into milk processing and marketing is part of a larger strategy to offer products in all the stages of the agriculture value chain, from farm equipment to the consumers’ kitchens.

Observing that the domestic milk market has many unorganised players, Sharma said an established name such as Mahindra & Mahindra can bring in quality to the customers.

In Madhya Pradesh, there is a lot of space for Saboro to grow and establish its footprint, “First we will get the milk business right in Madhya Pradesh and then look at other geographies,” he said.

The company, under the Saboro brand, will offer pouch milk in four variants – Double Toned, Full Cream, Protein Rich and Cream Rich. The brand Saboro is derived from the Spanish word Sabor which means Taste.

Sharma said that the company has put in place an advanced milk collection supply chain in around 70 villages near Indore where it works directly with farmers. The supply chain is tuned to reduce the bacteriological load in the milk so that it maintains its freshness and taste.