The Mahindra group's Farm Equipment Sector (FES) is amongst the top tractor brands in the world. Today, the domestic market share of FES is around 42%. (Mahindra brand: 30% and Swaraj brand: 12%). |
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FES has 6 state-of-the-art manufacturing plants (including two plants of Swaraj) in India, two plants in China, three assembly plants in USA and one assembly plant in Australia. FES has its presence in around 25 countries across six continents with more than 1000 dealers world-wide. FES also has a subsidiary agricultural tractor manufacturing company in India known as Mahindra Gujarat Tractor Limited (MGTL), which is not in the scope this report. This year the domestic market inspired a range of new launches like the Yuvraj 215, a revolutionary 15 HP Tractor for the small and marginal farmer; the 843 XM which is the first Tractor to be launched under the Swaraj brand after the merger of the erstwhile Punjab Tractors Limited with the Company and the upgraded versions of Arjun, Sarpanch and Bhoomiputra range which greatly enhance customer value. |
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On the international front too FES introduced many firsts. These included the first hi-tech integrated cabin tractor with both air-conditioning and heating in the US, the first from a tractor that is ‘Made in India’. The compact series of Tractors, another first from an Indian Tractor Company, was launched nation-wide and have been very well received. |