During the major parades down the malecon, 13 of mahindra tractors rolled on in a grand way.

The Mazatlán Carnival, same as Mardi Gras, is the world’s third largest carnival celebration. In 2019, this grand party was held between 26th February and 5th March. Every year, the event sees a huge turnout of people, all in the mood for celebration before Lent begins. The carnival presents a great opportunity to capture people’s imagination and earn a place in their minds. Mahindra Mexico made the most of this carnival time by sponsoring it. This strategic move gave the brand a massive presence through the 8 days. During the major parades down the Malecon, Mahindra tractors rolled on in a grand way. 13 tractors which included the 6060, 8000, 8560 and 9500 models were the centre of attention.
As part of the sponsorship deal, Mahindra got good exposure in terms of print, TV and radio ads as well as social media presence. Riding on the back of such a popular event proved to be a smart plan to promote the brand

At NFMS, the Mahindra booth experienced highTraffic. Both, current and potential owners Showed great interest in the products and also shared testimonials.

Nothing compares to staying on top of the mind for a brand. Precisely why, to capture people’s imagination with a display of Mahindra’s prowess, Mahindra Ag North America (MAgNA) exhibited at two of the largest farm shows in the U.S. – the World Ag Expo and National Farm Machinery Show (NFMS). Held between 12th and 14th February 2019 in Tulare, CA, the World Ag Expo is an outdoor show which brought 1500 exhibitors under one roof.

During this expo, the focus was on showcasing Mahindra’s unique mCRD engine solution to meet the Tier IV emissions regulations. In addition to its booth, Mahindra provided tug tractors to pull the people-mover trolleys around the show grounds. The brand got tremendous attention as the World

Ag Expo attracted more than 1,00,000 visitors. On the other hand, the National Farm Machinery Show (NFMS), which is the largest indoor farm show, was held between 13th and 16th February 2019. The grand show had eight interconnected exhibit halls, totaling to more than 1.2 million sq. ft., with 890 exhibitors and more than 3,10,000 visitors. At NFMS, the Mahindra booth experienced high traffic. Both, current and potential owners showed great interest in the products and also shared testimonials. The event got media attention as well, and it was a good opportunity to showcase the recently launched higher HP tractors and the sturdy subcompact eMax 20. To keep the visitors entertained and engaged, there was the popular, friendly game they could play – Farming Simulator 19 featuring the Mahindra Retriever. Being present at two major events not only proved to be highly beneficial in terms of customer interaction, but also paved the way for deeper market penetration for the brand.

The robust Mahindra tractor 6060 4WD made a grand entry into the Myanmar market on 15th October 2018 at an impeccably organised launch event. Held during the 1st Dealer & Channel Partner Meet at Mercure Hotel in Mandalay, the event was a result of the tremendous efforts put in by Mahindra and its Myanmar distributor,Bandoola Enterprises Ltd.’s team members. The occasion was graced by the presence ofeminent personalities like Mr. Aung Kyaw Kyaw(Director, Agricultural Mechanization Department,Mandalay Division) who was the honorable ChiefGuest, Mr. Nandan Singh Bhaisora (Consul Generalof India, Mandalay) along with his team from the Indian consulate, Mr. U Maung Shwe and Mr. B. L.Goenka (MD, Bandoola Group of Companies).

The guest list also included dealers, MCSP and select invitees from the media fraternity. This gathering of 80 guests witnessed audio visual presentationson different aspects. The one on Mahindra andits presence in Myanmar was presented by Mr. Sandeep Singh (Head of Exports, Farm Equipment Sector – International Operations).Mr. Rajuul Goenka spoke on Bandoola Enterprises Ltd. and its commitment to the Myanmar customers. Mr. Manoj Dalvi (GeneralManager, Sales, Farm Equipment Sector -International Operations) explained about the 6060 4WD tractor and its value proposition.Existing customers shared stories of their pride and joy of owning Mahindra tractors and how they have helped them prosper and Rise in life.

Amidst great fanfare, the 6060 4WD tractor was unveiled, which was followed by a product familiarization session and press interaction.The first customer was also handed over the keys to the tractor. The guests then left for the Bandoola Enterprises 3 S facility where a fully equipped Service Centre was inaugurated.Before the day ended, there was a dealer interaction session back at the hotel followed by enthusiastic discussions over dinner.The launch generated a great amount of interest in the dealer and farming community. It can thus be safely said that the tractor is poised for journeying on the glorious path of success in Myanmar.

DIMO, Mahindra’s distributor in Sri Lanka,organised a complete training program on Mahindra’s Yuvo model
for their technical team at Hambantota, Sri Lanka. The training which was spread over 6 days from 17th to 22nd
September 2018 was attended by 32 participants.

The training session included all the important aspects of Yuvo thereby giving the participants a thorough
understanding of the model, its features and working. Product introduction,measuring instruments, engine,
transmission,hydraulics, maintenance and troubleshooting,all were dealt with in great detail. During the training,
the participants had a pre-training test. They witnessed demos of the tractor features and control system, as well
as engine features and FIP timing. There was a theoretical session on the Yuvo’s features. The participants
got hands-on experience when the Yuvo was dismantled and the transmission speed housing was separated from the
tractor. This was followed by a practical session on the Yuvo transmission critical settings and hydraulic circuit.
The participants engaged in a group task on hydraulic troubleshooting and even made group presentations on the same.
After the training session, the tractor was expertly reassembled. Despite certain challenges faced, the training was
a great success. And this was reflected in the post-training test scores of the participants, which were
significantly more than their pre-training test scores. When feedback was taken, majority of the participants gave
the training a huge thumbs-up.

Like it should, the training program did its job of enhancing the knowledge of the technical team which will help
them improve their service levels in the future and gain further customer confidence.

It is a grand feeling indeed! Mitsubishi Mahindra Agricultural Machine Co. Ltd. was awarded the Grand Prix at the 14th Japan Agricultural Newspaper Advertisement Awards held on July 13, which are hosted by the Japan Agricultural Newspaper. We bagged the award for our advertisement series – “Long Life, People and Tools Too for long and strong”. The judging process was a challenging one – 32 candidates were picked from 5,000 advertisements published in the newspaper, and these were shortlisted to 18 finalists. Following readers’ and a judges’ selection, the Top Ten winners were decided. It was a matter of great pride for us to have cut through the clutter and made it to the top!

Last year, when we received the encouragement prize, another company from our category won the Grand Prix. We too hoped to earn this great honour someday, and drove ourselves towards this achievement. Our series – “Long Life, People and Tools Too for long and strong” – demonstrates our positive attitude, reliability and deep-rooted bond with local farmers. Through the various ads in this campaign, we highlighted our mission to develop agriculture in Japan as a valued partner of the farmers. We will continue to publicise the same advertising theme all through 2018 too.

Last but not the least, we would like to say ‘Thank you’ to all the people who worked together to make this campaign such an outstanding success.

Dealers from 27 countries descended on one of Turkey’s most beautiful cities, Izmir, for ArmaTrac’s second Annual Dealer Meet from 12th– 13th April 2018.

Zeynep Erkunt Armagan (Chairperson, Erkunt Tractors) and Tolga Saylan (General Manager, Erkunt Tractors) were present at this meet which displayed the company’s export brand, ArmaTrac. Year 2017 was evaluated and the road map for 2018 was discussed. Along with this, dealers’ queries were answered and their advice taken. The most celebratory part of the meet was the award ceremony during which the Top 3 Dealers for the highest tractor sales were felicitated.

On the second day of the meet, the company’s new tractors: Cabin Fruit Garden, 1104 Lux (Hasmet 110Lüks), 512 (Kısmet 50-B) and 614 Fruit Garden(Kısmet 55-B) were also unveiled to the dealers and they had the chance to try the new tractors in the fields.

The meet was a success with grand displays, productive interactions and the most deserved rewards.

Active steps were taken by Hisarlar to further strengthen its brand and increase visibility. From participating
in trade exhibitions to field demos, the company did it all to ensure that farmers could interact with its
products first-hand. ATTENDED BY MORE THAN 3,30,000 FARMERS

For the first time, the company was part of the Izmir Agri Fair held in February and it exhibited new products,
as well as the specially designed ‘Black Edition’ Silage Baler Machine. The fair was a grand
platform to showcase Hisarlar products as it was attended by more than 3,30,000 farmers.Over 800 Turkish and
overseas companies had participated in this exhibition, and the company had a huge space to prominently display
its products.

Between 20th and 24th March, Hisarlar presented its new products and services to farmers at the KonyaAg. Fair,
which is one of Turkey’s bigggest agri fairs. With over 400 companies jostling for the attention of the
3,00,000+ farmers who visited the fair, Hisarlar made its presence felt with striking product displays and
marketing collaterals.

The Castvan family and Mahindra share a special bond. Their relationship with the brand began in 2013 when they
brought home the 475 MKM model. They were totally impressed and satisfied with the features and quality of the
tractor.

The family invested their faith in Mahindra once again, by purchasing the 595 DI MKM model in 2017. Even
in the future, they intend to purchase the 7030 4WD model to meet their needs. It's a bond that's
meant to last.

After having established a strong presence in the U.S., and being currently ranked No. 3 in the 0-120 HP category, Mahindra & Mahindra announced its visionary plans to set up a Mahindra AgTech Centre at Virginia Tech Corporate Research Centre in May. The VTCRC hosts 184 companies with more than 3000 employees in 33 buildings covering 230 acres. This is a definitive step in the field of research, and at this facility, the focus will be on creating breakthrough technology products for the North American agriculture market.

"Mahindra Group strives to be at the forefront of technology and innovation with a view to improving the lives of our customers. We call this innovation initiative FutuRise,” said Mr. Rajesh Jejurikar, President, Mahindra & Mahindra Farm Equipment Sector. “Leveraging the ecosystem of a leading academic institution such as Virginia Tech will foster innovation and enable us to stay ahead globally.” "We believe the path to customer delight and even greater success in North America will come through providing our dealers and customers with cutting-edge products and solutions. This industry-leading innovation enhances our brand di_erentiation in the marketplace," said Mr. Mani Iyer, President & CEO, Mahindra North America.

Mahindra & Mahindra’s Farm Equipment Sector intends to tap into the U.S. technology ecosystem at Virginia Tech in two ways. The first is to establish a hi-tech R&D facility at Virginia Tech Corporate Research Center (VTCRC). The Mahindra AgTech Center (MaTC@Virginia) will complement the work being done in product development centres at Mahindra Research Valley in India, Japan and Finland to create product solutions for farmers globally. MaTC@Virginia will be headed by Hugo Correa, Head of Product Planning at Mahindra Farm Equipment Sector, who will lead a dedicated team to work on integrating new advanced technology into product programs. The second collaboration with Virginia Tech researchers is focused on technology projects to develop new generation farm equipment and work on the latest in technology that envisions grape-picking robots and tractors that communicate with GPS systems and repair shops.

“This is a longstanding courtship between one of the great emerging companies of the 21st century and an American land-grant university of global reach and distinction, and has culminated in an enterprise that brings together research, practical application, and commercialisation,” said Mr. Guru Ghosh, Vice President, Virginia Tech Outreach and International A_airs. “Once the facility is fully established at VTCRC, Mahindra Group will be Virginia Tech’s largest internationally headquartered tenant.” Speaking on this development, Dr. Aravind Bharadwaj, Chief Technology O_cer, Mahindra & Mahindra Farm Equipment Sector said, “Virginia Tech and Mahindra share a relationship that exemplifies corporate-university partnership. VTCRC o_ers the perfect setting for both, research and testing. The commonwealth’s rural communities married with Virginia Tech’s research expertise were the winning factors in narrowing down to Virginia Tech.”

“The enterprise, MaTC@Virginia, will be working in a space that has been customconfigured for the company,” said Mr. Joe Meredith, President & CEO, VTCRC. “With Mahindra’s Research Centre at the VTCRC, growth at the park will be fabulous,” Mr. Meredith added.

In March, Mahindra took the Australian tractor market by storm with the launch of enhanced tractor portfolio. The introduction of these models is a statement of Mahindra’s dominance in the agri mechanisation sphere. All the models reflect unmatched value, performance, reliability and toughness that are the hallmarks of Mahindra.

The launch of the tractors was done spectacularly at an event at the beautiful Palm Meadows on the Gold Coast. The presence of Mahindra’s successful dealer network, industry partners, industry media, management and Aussie cricket icon and Mahindra brand ambassador, Matt Hayden, added to the excitement quotient of the launch.

The fact that the new products range from the market garden master, Jivo, to the mighty 92HP model, 7590, is noteworthy. With this launch, Mahindra is set to make its presence felt in an increasing number of homes in rural Australia. While compact, Jivo 245Di is a 24HP wonder which is designed to fit perfectly into vineyards, inter-culture or landscape applications, where a careful touch is needed. The two new variants of the popular Max, Max 28 and Max 36, cater to every taste and budget. The 50HP Mahindra compact tractor and the brand new 3650 with power shuttle are built to deliver premium value like no other. Carrying forward the legacy of toughness and durability of Mahindra’s heavy duty tractors are 6075 20 / 20 Creeper, the latest 75HP, 80HP and 90HP models. The top end models in this new launch are the 80HP and 92HP tractors, 7580 and 7590, which are perfect for primary and secondary tillage, livestock operations, crop protection, haulage and loader applications and a myriad of other basic field applications.

Mahindra’s Best Overall Performing Tractor Dealer, Neale Goad from Ballarat Mahindra, considers the versatility of the range as Mahindra’s biggest strength. “Ballarat is all potato farming one way, the other direction goes into sheep, and 50 kilometres in another direction goes into broad acre farming. We’ve got that and a lot of lifestyle around us ranging between 1 and 40 acres. That’s why the Mahindra product suits us, we can have a little 25HP for most gardening purposes, right up to the 100HP, which will do most farm applications, and everything in between.”

Anthony Mangold from Thompson’s Farm Gear at Wauchope, who was one of Australia’s first Mahindra tractor dealers back in 2007, feels that the brand’s values have continued. “What we see in the new range are some very exciting new compacts, and some new models in the 60 – 90HP, and they seem to be still built on those principles that got Mahindra off to a good start in Australia. The reasons we took them on, and the reasons a lot of our customers did in the early days too. I can see that people looking for those same benefits and features and still finding them in a modern Mahindra tractor now.”

The plan is to roll out these seven new models progressively throughout 2018, and give Australian farmers enduring partners who will empower them to flourish.

At the event, good performance was also lauded. Col & Debbie Reynolds of Tractor General were awarded the Best Performing Commercial Tractor Dealership. On receiving this honour, Mrs. Reynolds said, "We didn't know we were receiving the award, it was such a surprise. People come to the conference from all over Australia and to receive the award was very special. We feel very proud." Mr. Reynolds added, "While hard work has paid off, we couldn't have done it without our customers."