In an epoch-making moment for the Indian agricultural sector, Mahindra Tractors, a flagship entity of the Mahindra Group, has triumphantly crossed a landmark by selling its 40th lakh tractor, encompassing domestic sales and exports, in March 2024. This remarkable achievement was spearheaded by the sale of the Mahindra Yuvo Tech Plus, a tractor that epitomizes the cutting-edge technology of Mahindra’s next-generation Yuvo platform. The ceremonial unit rolled off the assembly line at Mahindra’s Zaheerabad facility, a testament to the site’s status as a burgeoning global production hub for the brand.
Mahindra Tractors, which embarked on its journey in 1963 through a collaboration with International Harvester Inc. of the U.S., has been at the forefront of innovation and leadership in the agricultural machinery sector. The brand celebrated its first million units sold in 2004, subsequently achieving the title of the world’s largest farm tractor manufacturer by volume in 2009. Fast forward to 2024, and Mahindra Tractors has not only reached the 40th lakh sales milestone but also recorded impressive sales of over 2 lakh units in the financial year alone.
Hemant Sikka, President of the Farm Equipment Sector at Mahindra & Mahindra Ltd., expressed profound gratitude towards the farmers, partners, and teams that have been integral to this journey. “As we mark 60 years of excellence and leadership with the sale of our 40th lakh tractor, we recommit to our mission of transforming farming and enriching lives,” Sikka stated.
Under the visionary leadership of Vikram Wagh, Chief Executive Officer of Mahindra Tractors, the brand has solidified its relationship with the Indian farmer, responding to their diverse needs with an extensive portfolio of over 390 tractor models. The company’s expansive network, comprising more than 1200 dealer partners across India, underscores its customer-first approach and commitment to unparalleled service.
In celebration of this significant milestone, Mahindra Tractors has launched a special campaign, including a Digital Video Commercial (DVC) themed ‘40 lakh happy customers and 60 years of brand trust’. The campaign, which embraces the prosperity symbolized by the color red, synonymous with Mahindra Tractors, also features enticing offers on products and services nationwide.
Looking ahead, Mahindra Tractors is setting its sights on expanding its global presence. With a footprint already extending across 50 countries, the company recently introduced its Global Light Weight tractor platform, the OJA, in the U.S. market. Developed in collaboration with Mitsubishi Mahindra Agriculture Machinery, Japan, the OJA is slated for launch in ASEAN, starting with Thailand in 2024, and Europe in 2025. This strategic expansion is poised to cement Mahindra Tractors’ position as a frontrunner in the global agricultural machinery market, heralding a new era of growth and innovation.
