The company introduced its new range of tractors under Trakstar, the third tractor brand of Mahindra, across Uttar Pradesh, Bihar, Jharkhand, Orissa and West Bengal in September 2017. The new brand comes from Gromax Agri Equipment, a subsidiary of Mahindra. Mahindra & Mahindra plans to launch its Trakstar range of tractors in six more States as part of its Phase II growth plans.
Targeting farmers looking for affordable mechanisation solutions. The Trakstar range will be present across 30-50HP category. The company also has enhanced its portfolio with the Trakmate range of implements which includes cultivators and rotavators.
M&M is seeing an increase in market share in the 30-50HP category since launch and it hopes to maintain the momentum with network expansion in the coming months.
“The tractors have been well-received and the feedback from dealers and customers has been positive. We are expanding the sales to more States that will include Madhya Pradesh, Maharashtra, Chhattisgarh, Gujarat, Rajasthan and Assam,” Harish Chavan, Chief of International Operations, Farm Equipment Sector, informed.
Industry analysts point out that with the product range covering 80 percent of the market, it would help M&M garner 3-4 percent market share, with gains coming from the lower end non-premium segment.
The company plan to increase the footprint of Trakstar tractors and Trakmate implements in focussed States through new retail points and expanding dealer network.
