Mahindra entry into construction equipment busines

Mahindra & Mahindra Ltd., India’s leading utility vehicle and tractor manufacturer, has announced its entry into the construction equipment business with the launch of the Mahindra EarthMaster Backhoe Loader. The Mahindra EarthMaster is available at a price of Rs. 20,98,400 (ex showroom Maharashtra). The project cost of the construction equipment business is around Rs. 300 crore. Speaking at the launch of the construction equipment business, Dr Pawan Goenka, President, Automotive & Farm Equipment Sectors, Mahindra & Mahindra, noted, “I am pleased to announce Mahindra’s entry into a large, fast growing and profitable construction equipment industry with the launch of its first product in this category the EarthMaster Backhoe Loader. The Mahindra EarthMaster is an outcome of 36 months of development and is loaded with technology not hitherto seen in this product segment in India. With EarthMaster we are ushering in a new era of performance, comfort and ease of operation in backhoe loaders.” “The Mahindra EarthMaster has undergone over 20,000 hours of rigorous testing in the harshest of terrains and for the toughest of applications. It has been validated on all performance, safety and reliability parameters. It is backed by Mahindra’s dealer network, which will have unparalleled reach across the country. India is the world’s largest backhoe loader market with over 25,000 units expected to be sold in this fiscal, and we hope to create a mark in this fast growing segment,” said Kairas Vakharia, Business Head, Construction Equipment, Mahindra & Mahindra Ltd. The Mahindra EarthMaster will be manufactured at Mahindra’s state-of-the-art facility at Chakan, Pune. Mahindra’s Product Development team has utilised extensive consumer insight and feedback to develop this product which is built to withstand India’s rough terrain and heavy usage. In addition, the product offers cutting edge features using the latest vehicle systems and technologies at prices that are within reach of the mass market.