Swaraj Tractors, India’s second biggest brand by sales, owned by Mahindra Group, has forayed into the high power category to consolidate its pole position against rivals in Asia’s third biggest economy.
Mahindra Tractors is also the country’s top tractor maker by sales.
The Mumbai-based auto major launched a new tractor platform to produce new tractor series ranging from 60 horsepower (hp) to 75 hp tractors to increase farm produce.
The company invested Rs 100 crore over three years to indigenously develop this new platform at its research and development centre at its Mohali factory in Chandigarh.
The company unveiled the all-new Swaraj 963FE tractor, powered by 60 hp engine, based on this new platform. With a price tag of Rs 7.40 lakh ex-showroom, the 2-wheel drive tractor will be available across its network of 875 dealers across the country.
“We are launched a new tractor platform to enter into a new segment in the 60 to 75 HP range category,” Pawan Goenka, managing director at Mahindra and Mahindra told media through video conference.
Mahindra, India’s biggest tractor maker by sales with a dominating market share of 43.20 per cent competes with archrival Tafe, Sonalika, Escort and others in the country.
“Today's launch will further strengthen the brand and help build a much stronger portfolio of tractors that will cater to a wide range of farming applications and geographical markets,” Goenka said.
He said when Mahindra bought Swaraj brand in 2007, it sold 30,000 units annually. “This year we will be selling over 110,000 units, growing from a single digit to 30 per cent of CAGR till now and there is no tractor company in India selling like this,” Goenka said.
Rajesh Jejurikar, president, farm equipment at Mahindra & Mahindra said after the 2-wheel drive tractor, the 4-wheel drive tractor will be launched within four months. He said the company has invested Rs 100 crore to develop this new platform.
The new two-wheel and four-wheel drive tractors will cater to the diverse requirements of the wide farmer base to increase farm yield, he said.
The new tractor has a wide range of applications starting from land preparation to post harvest operations. It is compatible with rotary tillers, MB plough, TMCH, Potato Planter, Dozers, Balers, Banana Mulchers, etc.
“This is a brand new platform that is designed to continue and enhance our promise of power, reliability and application suitability. The tractor has been designed, especially for farmers who have specialised needs and large farms,” Viren Popli, chief operating officer, Swaraj Division at Mahindra and Mahindra, said. “The tractor has been designed especially for farmers who have specialised needs and large farms.
With its new styling, 12+2 speeds, 2200 Kg lift and many new features, it is a class defining product,” he pointed out.
The Swaraj 963 FE will be available in Punjab, AP, Telangana, Tamil Nadu and Chhattisgarh to begin with and will be rolled out pan India by the end of 2018 in a phased manner, the company said.
In terms of styling, the Swaraj 963FE comes with a single piece bonnet which gives it a streamlined look. It has a single lever operations that makes the harvesting application convenient, suspended pedals and side shift gear levers.
The company has also installed a new digital instrument cluster which has a service reminder feature and multi reflector lights. In terms of safety features, the Swaraj 963FE comes with a starting safety switch, casted front axle bracket and a differential lock.