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The journey of Mahindra’s 3 million tractors

With rolling out 3 million tractors, Mahindra to launch a new campaign “Aapka Aabhar 30 Lakh Baar” in the domestic market

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Mahindra & Mahindra announced that it had become the first Indian tractor brand to rollout 3 million tractors. Mahindra is currently the world’s largest farm tractor manufacturer by volume and India’s leading tractor manufacturer for over three decades. The company achieved this manufacturing milestone during March 2019. This has further strengthened Mahindra’s leadership in the Indian market. It is also the first Indian tractor manufacturer to have produced over 200,000 tractors in 2018-19, the highest-ever by an Indian tractor manufacturer in a single financial year.

Having rolled-out its first tractor back in 1963 through a joint venture with International Harvester Inc, Mahindra & Mahindra crossed it's 1-million units production mark in 2004. The company then went on to become the world’s highest selling farm tractor brand by volume in 2009. The Mahindra Farm Division then completed its 2-million units production mark 9-years later in 2013, achieving the next million units in just 6 years in 2018-19, inclusive of exports, reinforcing the trust that millions of farmers repose in the brand.

To celebrate the 3-million production milestone, Mahindra & Mahindra will roll out a 360-degree campaign titled "Aapka Aabhar 30 Lakh Baar" for customers in India. Through the campaign, Mahindra will extend special consumer offers, service benefits and finance offers to new and existing customers of Mahindra branded products.

Speaking on the milestone, Rajesh Jejurikar, President – Farm Equipment Sector, Mahindra & Mahindra said, "The tractor industry in India has been synonymous with the Mahindra brand over the last seven decades and the 3 million tractor milestone is a testimony to the same. We are extremely grateful to our customers for reposing their faith over all these years. Going forward, we will continue to drive Farm Tech prosperity through pioneering, accessible and revolutionary farming technologies, innovation and digitisation to transform the lives of farmers and help them address the growing demand for agri products".

For over 70 years Mahindra & Mahindra has developed tractors that allow for multi-functional use in the domestic market, as well as in over 40 countries in 6 continents, with United States being its largest market outside India. Today Mahindra has over 14 tractor manufacturing and assembly units worldwide.

Customer centricity and the focus on making high quality, affordable products are at the core of Mahindra’s success, starting from the design phase, engaging customers for extensive testing of new products, right up to after sales support. Today Mahindra has one of the most comprehensive tractor portfolios in the industry, including Mahindra’s next-generation tractor platforms – Mahindra JIVO, Mahindra YUVO and the Mahindra NOVO. The entire range of products helps serve the diverse needs of farmers – from land preparation to harvesting as well as post-harvesting requirements.

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