Mahindra enters SA agricultural equipment business


November marks a major milestone for Mahindra when it officially takes direct charge of all tractor and agricultural equipment operations in South Africa. This means the company will offer a full range of Mahindra tractors and agricultural equipment through a dealer network, with technical support and customer service offered directly from its headquarters and parts distribution center in Gauteng. .

Mahindra first launched its range of agricultural equipment on local soil in May 2019. For the past two and a half years, it has partnered with regional dealers to help create a footprint in major agricultural hubs, build relationships with farmers and agricultural organizations and provide customer service.

“With the rapid growth of interest in our range of tractors and other equipment and given our ambitious plan to firmly establish South Africa as Mahindra’s second home outside of India, we have decided to take full control of our agricultural division.

“This means that where we helped a third party to sell, service and support farmers in the past, we will now do so directly. After extensive review and market assessment, we have decided that one of our customer segments the most important – the farmers – would be better served if MSA distributed the product line directly.This move aligns with Mahindra’s vision to establish itself as a household name in Southern African markets,” said Rajesh Gupta , CEO of Mahindra South Africa.

Market expansion

The company is one of the world’s largest tractor manufacturers by volume, and is highly regarded in major agricultural markets such as the United States and Australia. These markets mirror in many ways the agricultural sector in South Africa, which will allow Mahindra to leverage knowledge of these established markets to better serve its local customer base.

“The Mahindra range of agricultural equipment has proven to be reliable and very popular in many harsh environments around the world. This is also the case in South Africa, where our tractor owners report unparalleled levels of durability, serviceability and fuel efficiency,” says Gupta. , adding that Mahindra is the recipient of the prestigious Deming Award and the Japan Quality Medal.

Mahindra South Africa has scheduled a special virtual launch event on November 18, 2021 on its Mahindra Tractors Facebook page, where it will showcase its first dealerships, product range and several support services and innovations.

Customers, interested farmers and the media are invited to attend this virtual event, where they will have the opportunity to interact with Mahindra’s management team, learn more about their local dealers and support network. and have a chance to win major prizes.

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