Mahindra enters the agricultural equipment sector in SA


November marks an important milestone for Mahindra when it officially takes over all tractor and farm equipment operations in South Africa directly. This means that the company will offer a full line of Mahindra tractors and farm equipment through a network of dealers, with technical support and customer service offered directly from its head office and parts distribution center in Gauteng.

Mahindra launched its range of farm equipment on local soil in May 2019. For 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 offer 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 sell, service and support farmers in the past, we will now do so directly. After careful consideration and market assessment, we decided that one of our most important customer segments – farmers – would be better served if MSA directly distributed the product line. This move aligns with Mahindra’s vision to establish itself as a household name in the Southern African markets, ”said Rajesh Gupta, CEO of Mahindra South Africa.

Market expansion

The company is one of the largest tractor manufacturers in the world 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 draw on the knowledge of these established markets to better serve its local customers.

“The Mahindra line 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 unmatched 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 dealers, product line, 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 the Mahindra management team, learn more about their local dealers and their support network. and have a chance to win major prizes.

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