SHINING WHERE IT COUNTS

07 January 2025

Mahindra made a high impact from the beginning of 2020 by being part of three important agribusiness events in Brazil

The 22nd edition of the Itaipu Rural Show was held between 29th January and 1st February 2020, and Mahindra’s dealer, Agronomica displayed its range of tractors in full glory. During these three days, all efforts were put in to showcase how Mahindra tractors best met the needs of the farmers of this region, especially those of the dairy farmers. More than 65,000 visitors attended the Itaipu Rural Show and made it a roaring success. All the farmers who took a test drive at the event instantly fell in love with the tractors

On 29th and 30th January, Mahindra was represented by its dealer, Nova Tratores, at the 16th edition of AgroFerrari in Santa Cruz do Rio Pardo/SP. The farmers got a chance to see the tractors that are winning over Brazil up close and appreciate their unique advantages such as fuel saving, robustness, ease of operation and low maintenance. In addition to the exhibition of agricultural brands, there were sessions on family management and the growing influence of women in developing the business on the property. As the fair was well-attended, it was a great opportunity for Mahindra to bring the best solution to the farmers in Santa Cruz and ensure new business in the region.

In February, Mahindra tractors grabbed attention at the Rural Coopavel Show, one of Brazil’s biggest trade fair, which was held between 3rd and 7th February 2020. Mahindra registered a 15% growth over 2019, which provided an encouraging outlook for the brand. Mr. Jak Torretta Jr. (General Operations Director, Mahindra Brazil) said, “Our growth shows that we are on the right track. We have tractors that the Brazilian producer needs, and we will grow even more in 2020.” The highlight of this event was the launch of the 6075E model, which has been specifically developed for owners who want orchard tractors but do not want to compromise on comfort and high operational performance. This new model has a maximum width of 1.67 m, which is perfect for the cultivation of apples, citrus fruits and stone fruits such as peach and plum.

The launch drew the attention of more than 2,00,000 visitors who attended the event. The innovative Mahindra stand was styled as an orange orchard and was very attractive, as it gave the visitors a feel of the actual environment. Participating in trade fairs offered an undeniable advantage as it provided a good platform for interacting directly with consumers and sowing the seeds of future business expansion