Showcasing reaps rich dividends. In a bid to capitalize on its power to make a brand’s presence more pronounced, Mahindra’s distributor Brilliance Industrial Company participated in the Tehran Fair.
Held between 21st and 25th February 2018, the fair was well attended by farmers, manufacturers and experts. Brilliance Industrial Company chose Mahindra’s 8560 4WD & 6030 4WD models to be the fair’s attraction. Exhibited in a compact, smartly designed stall, the tractors caught the visitors’ attention; and they were adequately impressed with their design, advanced features and promise of durability.
On 15th June 2016, a grand launch event at Waterfront, Pokhara introduced Nepal to Mahindra Arjun Novo 605 DI. The exclusive showcase was planned along with Mahindra’s major distributor partner, Agni Pvt. Ltd., from Kathmandu.
The scale of the event was impressive with the presence of over 200 guests including the media, dealer partners and customers. Mr. Sanjay Jadhav, Vice President & Head of International Operations (AFS) – South Asia; Mr. Cabinet Shrestha, MD, Agni Group; Mr. Sagar Bhadkamkar, General Manager & Country Head, along with the Mahindra & Agni Group teams made their presence felt at the event.
Addressing the event, Mr. Sanjay Jadhav highlighted the significance of Mahindra as a global group and its international business focusing on Nepal, along with the vision of ‘Farm Tech Prosperity’. Mr. Sagar Bhadkamkar informed the audience about the advantages of the new-age farming solution, Arjun Novo 605 DI, and its relevance to the Nepal market. On the other hand, Mr. Cabinet Shrestha spoke about the strengthening of the Mahindra – Agni Group partnership over two decades and Agni Group’s commitment to focus on the latest infrastructure to offer a complete customer experience for Mahindra.
The information-intensive talks were complemented by a detailed product demo along with delivery to 3 key customers. The audience was excited and extremely positive about the new product offering. The cultural programme which followed added a touch of entertainment to the event.
The event was well received by the media with extensive coverage in all key print and online publications.
Our eminent dealers in the neighbouring country of Nepal took the initiative in August to enhance the skills of the technical workforce with regards to Mahindra’s NOVO and YUVO tractors.
Ambu Marketing organised a 2-day technician training program in the beginning of the month. The training was conducted by Mr. Tapas Pattanaik, (Country Manager, M&M) and Mr. Subash Gupta & Mr. Suraj Karna from Ambu Marketing. After the opening address by Mr. Rohit Chaubal (M&M India, via VC), a theoretical session rolled out which included an explanatory video and graphics. Details of the technical specifications, necessary settings of YUVO, changes in NOVO and YUVO as well as the service schedule and maintenance tips were clearly described. This was followed by a practical demo, Q&A session to address all queries including field issues and their solution, post training feedback and certificate distribution. Time was allotted for giving information on soft skills development and the service and reporting process for service managers and supervisors. This advantageous training session came to end with an encouraging address by Mr. Parshuram Parajuli (Director, Ambu Marketing).
Towards the end of August, Balaju Autoworks in association with the Agni Group held a 2-day training program that covered varied aspects of the tractors in depth. The session, which covered the general specification, was helmed by Mr. Kundan Sharma and Ms. Ashwini K. Chaudhary; while Mr. Tapas Pattanaik and Mr. Deepak Acharya took charge of the technical aspects. After the theory session, there was an interactive practical session as well. To assess how much the newly acquired knowledge has been understood by the participants, a test was conducted. The certificate and gift distribution marked the close of a very fruitful session
The Product Champion Training was organised for team members of our Iran distributor, Brilliance Industrial Company of Aras Free Zone, at Nagpur between 27th September and 6th October. Mr. Dattatray Kale and Mr. Bishnu Darnal imparted thorough information on the 8560 4WD tractor model during the training.
Intensive and interactive sessions were held which included vital topics like engine fitment with critical settings, gearbox assembly, hydraulic circuit, front axle and troubleshooting. The indoor sessions were followed by a tractor test drive. The participants also spent half a day visiting the entire Nagpur plant which helped them get familiarised with the tractor in greater depth.
During the 9 day training period, time was even allotted for the members to relax, sightsee and shop. They found the sessions extremely informative which added value and made them more confident about handling the tractors.
For the first time ever, the Society of Indian Automobile Manufacturers (SIAM) organised the Indo-Bangla Auto Show at the International Convention City, Dhaka between 2nd and 4th Feb 2017, which also marked the unveiling of the ‘Built in Bangladesh’ products. At the expo, Mahindra made its presence felt significantly and impressively.
The grand Mahindra Pavilion showcased all its operational businesses in Bangladesh, which reinforced its position as a brand that has an extensive spectrum of offerings. The special Agri Zone in the pavilion, specifically designed to reflect the company’s status as the No.1 tractor brand in Bangladesh, displayed the Mahindra Yuvo model and Samriddhi Centre.
The expo proved to be tremendous success, with Mahindra receiving a lot of appreciation and attention from customers and the country’s leading print and electronic media.
M&M plan to double their globalrevenue to $5 Billion by 2019 and target global markets for 50% of tractor revenue.
M&M plans to double its global revenue from farm equipment sector (FES) to $5 billion by 2019, targeting that 50% of its total tractor revenue comes from global markets. As part of this overall strategy , M&M will use its three latest acquisitions -Turkish company Hisarlar, Finnish harvester company Sampo Rosenlew and Japanese agri implements business Mitsubishi Agri Machinery -to target big global markets like the US, Brazil, Japan, Mexico, China, Turkey and parts of Europe.
The company is putting up an assembly unit in Brazil and Nigeria. "Our farm machinery revenue target is 20% by 2019, up from 5% in 2015. To that end, we are making key changes in the product mix and the geographic mix," said Rajesh Jejurikar, head of M&M's farm equipment division.
Mahindra Samriddhi India Agri Awards
Mahindra Samriddhi India Agri Awards recognizes the heroes who have made purposeful contributions in the field of Indian agriculture. Mahindra Samriddhi India Awards 2016 Ceremony was held in Delhi on March 3, 2016
Mahindra & Mahindra has been at the forefront of the Indian Agri space through Mahindra Farm Equipment Sector. Mahindra’s Farm Equipment Sector holds the vision to deliver Farm Tech Prosperity through innovative farming technologies resulting in increased productivity and enhanced rural prosperity.
The Mahindra Samriddhi India Agri Awards, (MSIAA) were instituted in 2011 under the aegis of Mahindra Samriddhi. Since then there have been three successful editions of MSIAA, (2011 to 2013). These awards are a platform to recognize purposeful contributions, made by individuals and institutions, in the field of agriculture. It is a platform to share best practices in agriculture for a larger community benefit.
These awards recognize individuals and organizations who have risen above the ordinary by accepting no limits, thinking innovatively and driving positive change in the field of agriculture. The awards would acknowledge the best practices across various categories, at national and regional level, a tribute to the heroes of Indian agriculture.
Mahindra Grows its Farm Equipment Business with Turkish Alliance
Mahindra and Mahindra (M&M) forayed into Turkey, one of the largest markets for farm equipment, with a visionary plan. It has acquired 75.1% equity stake in Hisarlar Makina Sanayi ve Ticaret Anonim Sirketi (Hisarlar), a key player in the agriculture machinery industry, tractor cabins and components for off highway machinery. The company is the market leader in the soil preparation category of implements with a 45% share in Turkey and is supported by a distribution network of 85 dealers. Its revenue in 2015 was 208 million Turkish Lira, and it has a strong team of approximately 820 people.
This association will help Mahindra take its farm equipment business from strength to strength in Turkey and Europe.
Pawan Goenka, Managing Director, M&M, said, “The company’s strategy going forward is to globalise aggressively and also expand our portfolio to include various new categories of farm machinery. This acquisition is an important milestone in our globalisation journey.”
“The acquisition of Hisarlar will enable Mahindra to expand its footprint in Turkey and Europe, making the entity a global manufacturing base for various farm implements and tractor cabins”, added Mr. Rajesh Jejurikar, President and Chief Executive, Farm Equipment and Two-wheeler, M&M.
M&M’s sharp strategy for its farm equipment business is set to yield rich dividends in the future and pave the way for an upward growth curve.
Turkey is the world’s fifth largest tractor industry and the International Agriculture Fair organised by TUYAP in Bursa is considered to be the most important exhibition in which all major agri machinery players participate. 526 companies from 35 countries are part of this fair and it is visited by over 270,000 visitors from 60 countries. Mahindra was represented in the 13th edition of this fair held between 12th to 16th October by the Fertan Group. To showcase Mahindra’s strengths, its refreshed 30 Series with Turkey specific features like 540E PTO Speed and other ergonomic and aesthetic improvements were introduced at the fair.
After the Bursa Fair, Mahindra representatives Mr. Subodh Arora, Mr. Manoj Dalvi, Mr. Nagendra Pansare and Mr. S. Sudarsanam visited dealers and customers to collect existing product related feedback and research customer needs for building future products. This visit hugely helped in building customer confidence in the Mahindra brand. The customers who visited the Bursa Fair as well as the ones with whom the Mahindra representatives interacted were very happy with the Mahindra products, appreciating especially their reliability, ruggedness and fuel efficiency.
The Fertan Group also represented Mahindra at the Antalya Fair. Organised by Growtech, the fair was held between 2nd and 5th December and attended by 80,000 professionals from 74 countries. 350 leading companies from 30 countries made their presence felt at the fair. The Fertan Group, a well-established group with 25 dealers across the country, made concentrated efforts to build the Mahindra brand in Turkey.
Not only were Mahindra tractors well promoted to the external audience by MotorMarket, they also ensured that their sales team enhanced their capabilities. A technical training session was organised in September which kick-started with valuable advice from Mr. Mario Sosa, General Manager, MotorMarket.
To promote Mahindra tractors to the farmers, they ran magazine ads in La Rural and Productiva and radio spots in Concepción, Central and Chaco. MotorMarket established direct contact between the tractors and farmers by participating in the 6th Livestock Producers Date where they had a stall and tractor exhibit and also conducted a demo. The marketing initiatives continued in October with them placing an ad in La Rural magazine, airing radio spots in Concepción and Chaco and holding a field demo at different locations like Chaco, Paratodo, Itapua, Fram and Edelira.
In November, Productiva, Todo Campo and La Rural magazines and the supplement to ABC carried ads for Mahindra tractors and radio spots were aired in Cambyreta. In December, a similar mix of advertising is being rolled out with an ad in La Rural magazine, radio spots in Central Chaco and direct mailers. A field day will also be organised in Chaco. Mahindra tractors enjoy a lot of mileage with these sustained advertising campaigns.