Mother Dairy’s Safal plans 50 outlets by 2014 end

Owned by Mother Dairy Fruits & Vegetables Pvt. Ltd, brand Safal targets 50 outlets by 2014 end. Safal stands for fresh, safe and value for money produce for the customers. Quality and safety has been of paramount importance for the brand since inception. Safal entered the franchise route in 1986.

Pradipta Sahoo, Business Head, Horticulture, Mother Dairy Fruits & Vegetables Pvt. Ltd confirmed: “Currently we have 400 Company owned and franchisee run outlets in Delhi and 35 COCO outlets in Bengaluru. Safal is largely into fresh fruits and vegetables, which is highly labour intensive and with the scale of operations it is apt for franchise model.

He further added: “At Safal, we see immense potential in the category as we move along. The need for fresh and safe fruit & vegetable will remain a priority for consumers. As a retailer, it will be our endeavour to service our valued customers with quality produce. Going ahead we would like to build on our leadership position in organised F&V retail by reaching out to consumers in close vicinity by strengthening our retail network. In times to come we are targeting a turnover of Rs 2000 crore by 2020.

Safal’s vision is to be safe and fresh one stop destination store of fruit & vegetable by providing value to consumers and fair returns to the farmers.