Mahindra hopes to enter every tractor market in the world by riding the OJA

16 Aug 2023 , 12:03 PM

With its recently created OJA brand, which includes seven tractor models based on three platforms, Mahindra & Mahindra wants to treble its tractor exports in the following three years and have a presence in almost every country in the world. The models will start selling on the home market in October, and they will start selling internationally in January.

The newly created lightweight tractors, which were unveiled on Tuesday in Cape Town, South Africa, by the third-biggest tractor exporter from India and the world’s largest tractor manufacturer by volume, are intended to help the company strengthen its position in three of its important markets, including India, Asean, and the United States. It is intended for the horticulture and paddy divisions of the various markets, and its power output ranges from 20 to 70 horsepower with a variety of transmission, engine, and power-to-weight ratio options.

‘In 2018, we began our journey. The latest global tractor platform aims to democratize farming by providing high-tech tractors at competitive prices, according to Rajesh Jejurikar, executive director of Mahindra & Mahindra’s auto and farm equipment businesses.

All the tractors with a 4×4 transmission promise to be loaded with technology and a flurry of features not generally found in tractors, with costs starting at Rs 564,000 units (Pune).

‘Last year we exported 18000 tractors, and we want to take 36000 units in three years, and OJA plays a very significant role in the same,’ Hemant Sikka, head of Mahindra & Mahindra’s agricultural equipment segment, told ET. Mahindra has been exporting 18000 vehicles a year for the past 50 years, and according to Sikka, it now plans to double that number in three years.

Mahindra, which now ranks third among Indian exporters of tractors, is certain that its new tractor models will enable it to enter important countries like Asean, where there is a demand for 80,000 units annually.

The need for tractors used for cereal crops tends to decrease as a nation grows, while horticulture catches up and experiences strong double-digit growth, according to Sikka. We’ve discovered that horticulture is expanding more quickly than the other industries.

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