Mahindra looks to the future

Many farmers might have heard of Mahindra and its range of affordable, quality tractors; especially after its recent unveiling of seven brand new models into the Australian market; but what they might not know is, Mahindra is the world’s highest-selling tractor brand by volume.

However, the Indian manufacturer did not achieve that feat overnight. In fact, it took over 70 years and a whole lot of ambition and sheer hard work.

Mahindra started out as a steel trading company in 1945, before venturing into the automotive industry making Jeep vehicles for the Indian market.

Today, Mahindra makes a range of SUVs, utility trucks, tractors and agricultural implements from facilities all around the world.

Over its lifetime, Mahindra has formed strategic partnerships and made acquisitions around the world, such as in Turkey with Erkunt tractors, and Japan with Mitsubishi Agricultural Machinery, where its Max series sub compact tractors are built.

According to Mahindra, this is just the start of its journey to 'world domination'.

“We are already present in many countries around the world, whether it be an engineering, manufacturing or sales capacity, but our chairman’s vision is to be a world recognised brand, and that’s a tall order,” said Mahindra’s Chief of International Operations, Arvind Mathew.

“The way we will do that is clearly with product. We have a wide range of products; from automobiles and tractors all the way up to aircrafts.

“So using this wide portfolio of products, we intend to build the Mahindra brand so that it’s easily recognisable to any consumer around the world.”

Driverless tractors and Trringo

Products aside, Mahindra is also determined to lead the way in technology, having introduced a number of innovations in recent times that came from its global research facilities.

According to Mahindra Head of Tractors- International Operations, Harish Chavan, the company launched its driver assist technology in the Japanese market recently, and is expecting to have a fully driverless tractor in the near future.

“There are many things that we have to look out for with a driverless tractor such as regulations and safety standards, so we’re slowly but continuously progressing with this technology,” he said.

Another key initiative the company has successfully introduced to the Indian market is its Trringo app, which Mahindra likes to refer to as an ‘Uber for farmers’.

“Through the app, customers can order tractors and also implements for rent via their mobile phones,” Chavan explained.

“Some implements are very expensive and consumers will not buy them just for a short usage window.

“Via Trringo, we are also able to introduce new technologies to Indian farmers which they will be able to buy on their own. We’re currently proving the technology in India and will definitely be able to extend this technology to all our global markets as well.”