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Mahindra launches ‘JIVO’ in Bengaluru

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Mahindra & Mahindra Ltd’s Farm Equipment Sector (FES) today announced the launch of its small tractor ‘Mahindra JIVO’ here.

A new age, superior technology small tractor platform in the sub 25HP category, the Mahindra JIVO, priced at Rs four lakh for 4WD model (ex-showroom Karnataka), is suitable for row crop and horticulture farming, company officials said.

They said the tractor would be available in the 4WD version with engine power of 24HP and PTO power of 22HP.

“This is our first launch in southern states, and we are very confident that we will get a very good response as Karnataka is a very important market and houses every thing right from millets to sugarcane to pulses, cotton,” Mahindra & Mahindra Ltd Farm Equipment Sector vice-president (marketing) Ravindra Shahane told reporters here.

With the launch of JIVO, Mahindra entered the growing segment of horticulture and row crop farming, the company officials said adding that it had been designed keeping in mind the latent needs of this specialised farming segment and is an ideal choice for the farmers owing to its narrow and compact build and power.

Claiming to be the leader in the tractor market, Shahane said the Mahendra enjoys 45.8 per cent market share, adding that the Indian tractor market is expected to be six lakh units this year.

The company said Mahindra JIVO 245 4WD would also be available in unique two tone red and silver sheet metal and would be equipped with Mahindra DiGiSENSE technology which would enable farmers to get updates on their tractors’ performance as well alerts on a real-time basis.

Going forward, a 20 HP 2WD product has been planned on the JIVO platform, which will be launched during October – December 2017 period, it said.

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