Ujjwal Mukherjee Takes Charge as Marketing Head at Mahindra Tractors

The Mahindra Tractors announced the appointment of Ujjwal Mukherjee as their new Marketing Head. In his previous role, he was marketing services head at Mahindra's Farm Division. On Saturday, the organization shared the news on LinkedIn. His new position will be focused on increasing the brand's reach and marketing strategies. The organization is currently among the most prominent players in the farm equipment industry.

Past Experience At Mahindra

Mukherjee held a position at Mahindra Tractors, where he worked in call center operations, digital marketing, customer relationship management, and above-the-line communication. Furthermore, from September 2019 to August 2023, he held the position of Deputy General Manager in Mahindra's Group Strategy division. In the period of his work in the Group Strategy, Mukherjee led several critical projects across all the business divisions of Mahindra. These included electric vehicles (EVs), capital allocation decisions, and supporting portfolio strategy.

Mukherjee has also led the Mahindra Accelerated Leadership Track (MALT), a program designed in collaboration with Carnegie Mellon University, USA. This program focuses on helping nurture and develop future leaders within the company. Under his guidance, a team won the prestigious IAMAI India Digital Awards in March 2024. The award was for Mahindra OJA’s ‘Best use of Meta’ in digital marketing.

Higher Studies

Mukherjee was an Engagement Manager at McKinsey & Company before joining Mahindra & Mahindra. He coordinated client interactions in the pharma, electrical, and automotive sectors. Mukherjee graduated from the BITS Pilani with a degree in Mechanical Engineering. After that, he pursued his post-graduation studies at the Indian School of Business. Ujjwal registered in executive programs at Carnegie Mellon University to further his education.

Market Leadership of Mahindra

With a market share of 44%, Mahindra & Mahindra continues to be the leader in the farm equipment sector. The company reported selling 64,326 tractors in Oct 2024, the most ever. This reflects a 30% growth compared to the same period last year. Looking ahead, the company is expecting a 6 - 6.8% growth in the tractor industry for FY25. In the second half of the fiscal year, the brand predicts a 13–15% increase in sales. This growth is being driven by strong demand for advanced farming solutions. Furthermore, the success of Mahindra’s premium tractor lines, like the Mahindra OJA series, is also contributing to this growth.

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