Tata enters branded fruits business

Launches branded grapes at 50% premiums to sell exclusively through the group's retail venture Star Bazaar

Tata Group company and agro-chemical leader Rallis India has launched branded grapes to be sold exclusively through the group's retail venture Star Bazaar. Priced at Rs 115 a kg, around 50 per cent premiums over the best quality grapes available in the open market, the fruit is claimed to be of export quality with an objective to offer healthy and safe produce to the consumers.

Branded as 'Rallis - Star Bazaar Grapes', the fruit is price at Rs 65 for half a kg pack. "Consumers today have become very health conscious and prefer quality products which are safe and healthy for consumption. We offer farm fresh grapes to the consumers certified by APEDA making them an export quality product and are available at reasonable prices in the domestic market. We plan to launch the product in other markets across India during our second phase," said V Shankar, Managing Director & CEO, Rallis India Ltd.

The branded grapes is sourced through Rallis India's "Samrudh Krishi" initiative. 'Rallis - Star BazaarGrapes' are retailed by Star Bazaar at all their outlets in Mumbai and Pune. These branded and packaged grapes are certified by APEDA (Agricultural and Processed Food Products Export Development Authority), the public sector quality certification company.

Recently, auto major Mahindra & Mahindra also announced its entry into branded fruits sales with its maiden entry into apple business. 'Samrudh Krishi' by Rallis India ltd is a novel initiative to bring latest agronomy practices to Indian farmers. The company which has successfully developed a long term association with the farmers has constantly endeavoured to provide them a host of agri-services along with valuable inputs and advice on how to optimize utilization of resources, soil care, plant nutrient & crop protection information etc. to achieve healthy and quality produce.

This helps farmers grow the best quality products that meet international standards in terms of nutrition values, safety, quality etc. Taking this a step further, the company is now taking the farmers' farm fresh grapes to the customers by making the packaged grapes available to the consumers through Star Bazaar outlets.

This initiative benefits both farmers and consumers, where - farmers produce quality products and get assured returns of their produce at the right price and by eliminating the middle men, consumers receive export quality products at affordable prices. This initiative will there by exhibit Rallis' deep understanding of Indian agriculture with a strong product portfolio of comprehensive crop caresolutions.

"Our collaboration with Rallis India will help us to widen our horizons to reach customers through farm fresh grapes. We will continue to provide our discerning customers with unique products at great prices, thus offering a well-defined value proposition," said Jamshed Daboo, Chief Executive Officer, Trent Hypermarket.