Mahindra & Mahindra Ltd
Farm Equipment Sector (FES) maintained its leadership position in the tractor
industry with sales of over 3 lakh tractors in FY18 (April 2017 to March 2018).
With this, the company achieved its highest ever annual tractor sales and
registered a growth of 22% in the domestic market, in FY18.
The largest tractor player by
volume, Mahindra sold 304,019 units in FY18 in the domestic market and 319,468
units in total (domestic + exports) in FY18, registering a growth of 22% and
21%, respectively. Currently, Mahindra holds 42.9% market share in the Indian
tractor industry and has held this leadership position for the past 35 years.
Rajesh Jejurikar, President -
Farm Equipment Sector, Mahindra & Mahindra Ltd. said, “Our technology
driven product portfolio is based on our in-depth understanding of the farmer
requirements and the need to create an effective value proposition. Since
inception, we have been enabling FarmTech Prosperity through technology-led
innovation and quality driven excellence. Coupled with our channel strength and
a comprehensive product portfolio we have achieved highest ever tractor sales
in a year. Going beyond selling tractors, at Mahindra we aim to offer a wide
range of farming solutions.”
Key Drivers of Growth and Market Leadership
Accessible Technology and Innovation: As the global leader in
tractors by volumes, Mahindra has always been at the forefront of introducing
cutting edge technology solutions in its products. In fact, with the launch of
its new range of tractors, the company has pioneered technologically superior
farming solutions that are easily accessible to the farmers.
Today, Mahindra’s success can
be primarily attributed to its keen focus on technology and innovation,
resulting in smart tractors such as the JIVO, YUVO and NOVO. In April 2017, the company launched the JIVO
- a new age, superior technology small tractor platform in the sub 25HP
category, best suited for row crop and horticulture farming and in February 2018
it also launched the Swaraj 963FE – a higher power tractor in the 60-75 HP
category. The earlier launches of the YUVO in April 2016 and the NOVO in August
2014 have also contributed immensely to the company’s growth. Launched in April
2016 and built on a new platform with a unique and industry first 12F+3R full
constant-mesh gearbox in the category, the Mahindra YUVO is extremely versatile
and can be used across more than 30 different farming applications. The
Mahindra NOVO on the other hand, was the first new tractor to be designed and
developed in-house at Mahindra Research Valley, the company’s global research
facility in Chennai. It was clearly a trendsetter in the higher horse power
category. Mahindra’s technologically advanced range of products maximises
productivity and prosperity, enabling farmers to Rise.
The company has continued to
display its commitment to pioneering possibilities through technology by
showcasing its first ever Intelligent Tractor technology – a path breaking and
industry-first initiative. Backed by years of experience on Indian farms,
Mahindra has now embarked on this journey to create autonomous solutions that
will meet the unmet requirements of Indian farmers. Developed at the Mahindra
Research Valley, the Group’s hub of innovation and technology located in Chennai,
the intelligent autonomous tractor is all set to redefine the mechanization
process for the global farmer.
With the launch of this
‘intelligent’ tractor, Mahindra has emerged as a pioneer in the Indian tractor
industry. This innovation will change the future of farming by increasing
productivity, leading to enhanced food production to feed the growing needs of
the world. This truly exemplifies innovative mechanization for the global
farming community, in line with Mahindra’s proposition of Farming 3.0.
Digitisation – Ushering in an Era of 24x7 Connected Tractor Technology:
Digitisation is emerging as a key
differentiator to increase productivity and the connected vehicles technology
is one such manifestation. Developed by Mahindra, DiGiSENSE is the first of its
kind technology platform which is multi-application and multi-product enabled
and is a revolutionary connected technology solution. This unique technology
connects the owner to his tractor and enables him to control its usage and
prevent misuse. It is a smart application that will empower farmers to
digitally build knowledge 24X7 about the performance and location of their
tractors. Farmers can now avail of live tractor tracking, while remote
diagnostics and reports will enable them to monitor the tractor’s health and
Today Mahindra is the first
OEM in India to offer a cloud-based technology platform in the tractor
Comprehensive Tractor Portfolio: Currently, Mahindra has a comprehensive
portfolio in tractors ranging from <30 HP up to 75 HP and spanning basic,
advanced and smart tractors. The entire range of products helps serve the
diverse needs of farmers - from land preparation to harvesting as well as
post-harvesting requirements. Customer centricity and the onus of making high
quality, affordable products through cost management has been at the core of
Mahindra’s success. Starting from the design phase, right up to after-sales
support, the teams engage with customers at all levels and the new products go
through extensive testing across multiple applications.
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