To strengthen connection and shared growth within the organisation, Erkunt Traktör launched Bizden Biri (One of Us), an internal inspiration series aligned with Mahindra’s Rise philosophy. The initiative highlights personal stories and passions of employees, recognising the depth and diversity that shape Erkunt’s culture.
The first session, The Power of Stories, led by Ms. Nihan Perihan, explored how personal narratives create empathy, reflection and inner development. The second session, Campfire, hosted by Mr. Yalçın Sertel, showed how passions such as camping, nature and classic cars play a role in resilience, balance and well-being. Together, these conversations emphasised the fact that when people feel seen and valued, they contribute with even greater purpose.
This year, Erkunt Traktör launched Rise Up, a mentoring program designed to build a long-term culture of development, collaboration and leadership, which is fully aligned with Mahindra’s Rise philosophy of driving positive change. The program is crafted to strengthen the internal leadership, enable cross-functional learning and empower employees to shape their own growth journeys.
Rise Up pairs experienced leaders with colleagues across departments, creating a structured environment for expanding perspectives, strengthening decision-making and building confidence. Backed by comprehensive mentor and mentee workshops, practical development tools and continuous HR support, the program prioritises meaningful dialogue and shared responsibility in professional development.
What sets Rise Up apart is its focus on human-centred leadership, whereby leaders are role models who embody Mahindra’s values in their daily actions encouraging curiosity, resilience and purposeful action. On the other hand, mentees are motivated to set ambitious goals and reflect proactively on their progress. In the future, participants will also contribute to NGO partnership initiatives, extending the program’s impact beyond the company into the broader community.
With Rise Up, Erkunt is investing in people and the cultural strength that will define the company’s next decade.
Erkunt Traktör’s global partnerships grew deeper with visits by noted people, and affirmed confidence in its manufacturing excellence.
In September, Erkunt was honoured to welcome an Agricultural Commission delegation from Cameroon to its factory. The group explored the facility, observed production processes firsthand, and gained a clear understanding of the engineering foundation behind Erkunt tractors. The visit strengthened ties with a region known for its agricultural diversity and growth potential.
Erkunt even hosted senior leadership from Mahindra & Mahindra, and the team toured the plant, reviewed production capabilities and engaged deeply with Erkunt’s technological direction. This visit marked another chapter in a long-standing partnership rooted in mutual respect and a shared vision for advancing the future of farming in Türkiye and beyond.
These visits reflect how Erkunt continues to grow stronger through connections built on trust and aligned purpose.
Erkunt Traktör continued to reinforce its presence by engaging directly with farmers, partners and industry leaders through a series of high-impact exhibitions. These events not only showcased the brand’s technologically advanced tractors but also strengthened visibility in competitive markets.
In September, Erkunt participated at Nampo Cape 2025, one of the most influential fairs in the region. Over 4 days, the team met farmers, agribusinesses and partners, demonstrating the capabilities of its tractors and innovations. The exhibition drew strong footfall and offered valuable opportunities for meaningful engagement.
It also participated in Poland’s Agroshow 2025, which provided an excellent environment to highlight Erkunt’s tractors and their cutting-edge technologies. The steady stream of visitors and positive feedback reassured the team of the brand’s continued growth potential in Europe.
During October, Erkunt made an impressive mark at the Bursa Agriculture Fair, one of Türkiye’s most important agricultural exhibitions. Displaying its latest models equipped with CRD5 engines spanning 55 HP to 110 HP, the brand attracted significant attention from farmers, business partners and international guests. Erkunt stood out for its proven reliability, advanced technology and strong field performance, reflected in the high engagement at its display area.
Erkunt’s commitment to delivering modern and efficient solutions that match the evolving expectations of farmers worldwide was evident at all the three events.
From September to November 2025, Mahindra rolled out a focused digital video campaign across Facebook and YouTube to strengthen brand awareness in the tractor segment.
The campaign was designed to cut through a competitive market with a clear and differentiated voice. The strategy positioned Mahindra as a brand that stands shoulder-to-shoulder with farmers. Relatable, trustworthy and grounded in real field realities. The main film captured everyday challenges like unpredictable weather, rising costs and long working hours, showing how Mahindra tractors help farmers improve efficiency and profitability. Two short videos reinforced key decision drivers like power, versatility and value for money.
Anchored by the tagline “Mahindra Tractor. Incredible Power, Incredible Value” (รถแทรกเตอร์มหินทรา แรงเหลือเชื่อ คุ้มเหลือเงิน), the campaign delivered a consistent, farmer-first message.
With farming needs rapidly evolving across South Africa, Mahindra ensured a strong, on-ground presence. From focused regional Farmers’ Days to some of the biggest agricultural showcase, each interaction brought Mahindra closer to customers, reinforcing trust through demonstration and dialogue.
In August, Mahindra was front and centre at Pro Tour Cape in Wellington. Their dealers, DBS and Robertson, led the engagement, with the 6675 tractor model commanding attention through live demonstrations. Additionally, display of the 6075 and 5660 model along with a sprayer demo, allowed farmers to explore compact, robust and practical solutions for everyday requirements.
Mahindra’s East London dealer, Hannamac joined the Riegers Farmers Day. Featuring the 6060 4WD tractor paired with a 3-disc plough, the team connected with farmers seeking reliable performance in land preparation and mid-scale farming applications.
The biggest milestone came at Nampo Cape 2025 held in September at Bredasdorp Park, Western Cape, where Mahindra delivered a powerful showcase. A wide range of tractors including the 5660V, 6060 2WD, 6060 4WD, 6675 (Cab/ROPS), 6075 4WD and 7590 4WD stood alongside essential implements such as sprayers, a 1.6 m rotovator, 4-disc plough, 3-ton trailer and a 7590 loader, drawing immense interest across audience segments. Nampo Cape also marked the launch of AgriWys, Mahindra’s telematics-based, smart-farming platform. By enabling GPS tracking, usage monitoring and maintenance insights through a central dashboard, AgriWys offers farmers improved productivity, reduced downtime and more informed decision-making.
In October, Mahindra’s Swartberg dealer showcased the 6060 4WD with front-end loader, 6075 and 86-110 models, a 28-speed disc and a 5-ton tipper at the Underberg Show in KwaZulu-Natal. Moreover, Swartberg (Zwartberg Garage) and Grain SA hosted a Farmers Day at Kokstad Research Station. This practical-focused event featured both 2WD and 4WD versions of the 6060, supported by demonstrations of a 9×9 disc, ripper, 5-ton ripper and the 6075 4WD; giving farmers a first-hand view of Mahindra’s durability under real working conditions.
In November, Mahindra’s Nelspruit team extended this engagement at the Barberton Agri Boeredag, where the 6060 2WD took centre stage alongside a tractor-branded Mahindra bakkie. Supported by Agri Services, the display included a crop sprayer setup, reinforcing Mahindra’s practical relevance in day-to-day farming. Interactive on-ground activities encouraged strong farmer participation, while proceeds from the engagement were directed toward local agricultural community safety initiatives.
From strengthening farmer relationships to enabling smarter farming, Mahindra’s active engagement across South Africa reflected a clear focus on delivering farm equipment and technology that make every hectare count.
When the right people converge with a clear purpose, progress accelerates. In November, Mahindra brought together more than 150 dynamic participants including dealers, employees and strategic partners including CNM, Mahindra Finance, DLL, Marispan, Topcon and Atrhol for the Mahindra Network National Meeting FY26 at Hotel Deville. The focus was on aligning strategy, expectations and shared ambition as Mahindra prepares for its next stage of expansion in the market.
Across 2 days of insights and collaboration, participants engaged in strategic planning discussions, reviewed market opportunities and competitive advantages, and explored how innovation and integrated execution will shape better outcomes for the brand and its partners. A highlight session featured leading dealers in a Talk Show format, exchanging real practices that are creating measurable impact in the field. The event also recognised the expanding reach and influence of the ‘We Are Mahindra’ culture-building initiative.
Attendees then visited the site of Mahindra’s upcoming manufacturing plant in Dois Irmãos/RS. Walking the grounds where the new factory will rise, the network saw firsthand the physical foundation of the brand’s next decade, which promises increased production and a stronger industrial footprint.
“This meeting reinforces our commitment to the network and to farmers. Together, we are building a solid future with innovation, proximity and trust,” said Mr. Jak Torretta Jr. (CEO, Mahindra Brazil).
United in purpose and passion, the Mahindra network is preparing to shape the future with clarity and confidence.
In agriculture, attention to detail determines the quality of every harvest. Health is no different. This Pink October, Mahindra reinforced a simple, powerful message that caring for yourself is as essential as caring for the land you cultivate.
Breast cancer remains the most common cancer affecting women in the country, but early detection dramatically increases the chances of cure. At Mahindra, constant efforts are made to raise awareness among employees, dealership teams, customers and every woman connected to the ecosystem. Regular check-ups, screening exams and a deeper understanding of one’s own body are encouraged.
Prevention, after all, is an act of strength and self-respect. Through informative engagements, workplace initiatives and open dialogue, a culture is nurtured where every woman feels supported in the field, office and life.
Across key agricultural regions, Mahindra has taken a practical approach by bringing its tractors, technology and expertise directly to the soil where decisions are made. Through the initiative “Mahindra in Practice”, farmers are getting real-world proof and shared learning that drives productivity forward.
In August, the program made its debut in Sooretama (ES), a region recognised nationwide for high-performance coffee and black pepper farms. Organised by Mahindra’s dealer, Vittacar, it was hosted at the property of Thiago Camiletti, where excellence is the standard. With 40% higher productivity than the regional average and years of study by Nestlé for its sustainable practices, Thiago’s farm offered the perfect environment to see how Mahindra tractors enhance operators’ efficiency and field management.
In September, Comper Tratores hosted the first Field Day in Novo Horizonte, São Paulo. Hands-on demonstrations, live interactions and conversations over coffee breaks and a traditional barbecue made it a genuine farmer-to-farmer exchange. “We want every customer to experience firsthand the strength, technology and reliability we deliver in the field.”, said Mr. Marcos Comper (Commercial Director, Comper).
The third highlight of the initiative expanded beyond the field and onto screens. In Varginha/MG, Mahindra captured the story of coffee producer Pedro Otávio Domingueti Totti, a fourth-generation farmer who chose the Mahindra 6075 E after seeing its performance during demonstrations. Featured in an upcoming episode on Mahindra Brazil’s YouTube channel, Pedro shows how tradition and technology can grow together, proving that practical innovation can sustain what families have built over decades.
“Mahindra in Practice” shows that when technology meets lived experience, progress stops being a promise and becomes a result you can see, touch and harvest.
Tudo Agrícola, Mahindra’s leading dealer in Rio Grande do Sul, expanded its reach into Erechim, one of the most productive agri-zones, known especially for its thriving poultry sector.
To support farmers in this dynamic region, they began live demonstrations of the Mahindra OJA 3140, a 40 HP global-platform tractor designed for unmatched versatility in family farming. Compact yet capable, the OJA 3140 offers efficiency for daily operations across mixed crops, livestock management and farm logistics. Its adaptability positions it as a valuable partner for small and medium producers looking to improve productivity without compromising on comfort or manoeuvrability.
Early feedback from the field has been resoundingly positive. “This tractor has great potential for poultry operations. Truly impressive! We are very satisfied with the results we’re seeing,” said Mr. Jeferson Carneiro (Co-owner, Tudo Agrícola).
By bringing advanced, accessible mechanisation closer to farmers, Tudo Agrícola and Mahindra continue strengthening their mission to support real agricultural progress.
