Mission Growth

07 January 2025

Mahindra & Mahindra has been consolidating its footprints in the African continent over a period of time, taking brand Mahindra to new heights and parallely contributing significantly to the African growth story.

Mr. Ashok Sharma, President (Agri and Africa & South Asia Operations), MD and CEO of MASL and Member of Group Executive Board, recently visited Algeria. Mr. Sharma’s visit was one more step in realising the company’s aspiration of becoming a leading player in the Algeria tractor industry. “We are working towards this goal and have a strategy of growing along with our partners, who understand the local market”, said Mr. Sharma. His two day visit began with a warm welcome by Mr. Azouaou, Mahindra’s distributor in Algeria. During his visit, Mr. Sharma packed in a lot of interactions with the distributor’s team, important dealers, media, government officials and bankers.

“In Algeria, we are working on setting up a state-of-the-art assembly plant for Mahindra tractors through our distributor partner M/s Eurl LD Azouaou. The assembly plant once operational in July 2016 will have the latest and modern tractors being rolled out. This will also result in generation of local employment and will become a sustainable module for agri mechanisation by boosting automation in agriculture”, informed Mr. Sharma in one of his media briefings. “We are not only looking at growing our tractor business but also providing end-to-end solutions in the agri business to the farmers by leveraging the group strengths and synergies. We are now focusing on capacity building across the agri value chain — from activities like agronomy and soil testing; to pesticides, micro-irrigation and farm mechanisation”, he added.

With such foresight and determination, Mr. Sharma is sure to successfully take forward the achievements of Mahindra & Mahindra that has been working with African farming community for more than two decades now. It’s one of the major manufacturers, and among the few in the world that have helped set up tractor assembly facilities in Africa and made consistent efforts to fuel growth in the continent that urgently needs to realise its agriculture economy’s full potential.