An Indian subsidiary of Mahindra & Mahindra (M&M) sold 668 containers equaling 9,400 metric tons (MT) of grapes to overseas markets during the 2014 export campaign, signaling a solid improvement in quality and productivity in the Indian grape sector. 

Around 500 grape farmers gathered at a ceremony in Nashik, in the main grape growing state of Maharashtra, on Dec. 5 to celebrate an excellent export campaign.

Mahindra ShubhLabh Services (MSSL) applauded the work of specific growers who have contributed to the 2014 grape season that saw an increase in export-orientated grapes for European and U.K. markets.

At times and in some Indian fruit sectors, farmers have struggled to cultivate the consistently high quality fruit in the high volumes demanded by overseas consumers.

However, Mahindra ShubhLabh operates a comprehensive initiative called 'Khet Se KhaliyanTak' (KSKT) to educate growers at field level stressing the importance of cultivation specifically for exports and improving yield of exportable grapes.

The application of various fertilizers, pesticides and growth regulators are monitored as part of the program, something that has helped farmers to increase productivity and meet stringent food safety standards, according to MSSL.

Director of the National Research Centre for Grapes (ICAR) Dr. S.D. Sawant, said the efforts of farmers ensure that Mahindra's fruit complies with regulations laid down by the European Union and generally helps improve the brand image of India in foreign nations.

"It's a matter of pride that Indian grape farmers have evolved with time and have embraced new best cultivation practices thereby helping India to become one of the largest grape exporters in the global scenario," he said during the ceremony.

"Companies such as Mahindra should be applauded for their efforts to realise their vision of delivering farm tech prosperity by constant innovation and farmer engagement programmes".

Earlier this year, www.freshfruitportal.com interviewed M&M about the launch of its branded fresh fruit Saboro. Over the next three years, the company plans to supply Saboro fruit including bananas, apples and grapes, across 200 Indian outlets.

"We are working with around 700 farmers in Maharashtra who are dedicated towards improving productivity and quality of grapes and are keen to have various agronomy interventions," MSSL CEO Vikram Puri said during the event.

"Through our flagship KSKT agronomy initiative, we've helped our farmers increase their productivity by around 35% in the last three years.

"We will continue to work towards bringing in more market orientation through such value additions and target those opportunities that are financially beneficial for the farmers."

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