Mahindra “Target” Tractors Launch and Dhoni's Endorsement

Mahindra & Mahindra (M&M) made a significant announcement on May 26, revealing the launch of a cutting-edge platform for their lightweight series of Swaraj tractors. Set to hit the market on June 2, this platform is set out to serve as the foundation for the 25 horsepower and 29 horsepower engine tractors, featuring fresh styling and enhanced features, according to Rajesh Jejurikar, Executive Director of the automaker, during a press conference.

"This is a new segment for Swaraj and will include specialist spraying and inter culture application product," stated Jejurikar from M&M.

M&M also revealed their plans for the global debut of the Oja platform, known by its codename K2, scheduled for August 15 of this year.

"This will be a launch for the Indian market but also with a global mindset. We believe it is the most technologically advanced global tractor platform. We have created four new platforms, which will be branded Mahindra Oja," Jejurikar added.

Targeting Orchid Farmers with the Introduction of "Target"

The introduction of "Target" is part of Swaraj's extensive product revamp, which will encompass five new platforms catering to various categories, including electric and autonomous tractors. Alongside expanding their product range, the company is also in the process of establishing a third manufacturing facility. 

Hemant Sikka, President of Farm Equipment Business at Mahindra & Mahindra, emphasized that Swaraj has been the fastest-growing brand over the past decade. The introduction of this new range of tractors aims to sustain their impressive performance and further increase market share.

"It is a white space for us, so this new range of tractors will bring in incremental sales. While India is a large cereal-consuming nation, the horticulture space has been significantly outpacing the market. With the crop area of just 18%, horticulture accounts for 30% of agri-GDP, it is a very important segment that Swaraj aims to participate in with new products," added Sikka.

MS Dhoni Joins Forces with Swaraj

Renowned cricketer, farmer, and existing customer of Swaraj Tractors, Mahendra Singh Dhoni (MS Dhoni), has officially become the brand ambassador for Swaraj. Dhoni's endorsement of Swaraj Tractors reaffirms the brand's commitment to delivering innovative and reliable mechanization solutions to Indian farmers.

Given Dhoni's strong connection to the farming community and his profound understanding of the agricultural sector, this partnership perfectly aligns with the Swaraj brand. The Swaraj Target launch Stage also announced Dhoni's endorsement of the brand.

"Coming from a small town, farming is not far from our day-to-day life. I always found it fascinating. When I started spending more time at my farm during the pandemic, I realised we need farm mechanisation to save time and we need a powerful tractor to do the job. This led me to choose Swaraj and I am extremely happy with the product and now to be formally associated with it." These were Dhoni's words regarding the new partnership.

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