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Cellestial E-Mobility Signs Deal With Mexican Firm Grupo Marvelsa

The 30-year-old Mexican partner will contribute a dealer network of 2500 locations, 800 authorised service centres, and a 35-vehicle fleet.

Chintu Das
Electric Tractor
Electric Tractor

Hyderabad’s Cellestial E-Mobility, has forayed into Mexico through a marketing, sales, and distribution deal with Mexican company Grupo Marvelsa. By establishing a presence in Mexico, Cellestial E-Mobility, the makers of India's first Electric Tractor , hopes to transform the way the world views industrial automobiles. 

As part of its worldwide development plan, Hyderabad-based start-up Cellestial E-Mobility, makers of India's first e-tractor for the Agri, Airport GSE, and Goods Carrier sectors, announced on February 3 that it has formed a marketing, sales, and distribution partnership with Grupo Marvelsa of Mexico. The 30-year-old Mexican partner will bring a 2,500-dealership network, 800 authorised service centres, and a 35-vehicle fleet to the table. 

"We discovered excellent strategic and international marketing synergy with Grupo Marvelsa, aside from export sales," stated Siddhartha Durairajan, Founder and CEO of Cellestial, in making the announcement. We're also looking at using Mexico's manufacturing capability to make our e-tractor and sell it locally, as well as establishing a base to service the North American eTractor market." 

In March 2020, Cellestial E-Mobility launched the eTractors, which are packed with innovative characteristics such as whisper silent operation, zero emissions, and extremely low maintenance costs. Above all, they are genuine workhorses with cutting-edge battery technology, revolutionary smart-functionality, and rugged architecture that will revolutionise any industry into which they are introduced. PTO, hydraulics, 4-wheel drive, and other features are equivalent to those found in diesel tractors. 

"Our initial goal for the Mexican market is to sell 4,000 e-tractors in the next three years." Our entry into the Mexican market will pave the way for us to enter lucrative North American markets," Siddhartha concluded. 

We will maintain our supremacy as India's first electric tractor while also establishing a worldwide presence. Siddhartha said, "We have already exceeded an order book of 1,800 tractors." 

"It's a fantastic and expanding segment to enter into, and the tractor business is a major market in Mexico," said Diego Iturrioz, Co-Managing Director of Grupo Marvelsa. We are certain that this is a win-win partnership for all parties, and we warmly welcome Cellestial eMobility -The first electric tractor into the Mexico market.” 

In May of this year, Cellestial E-Mobility launched its operations with the help of a Singapore-based angel investor. 

Tube Investment of India Ltd, which is part of the USD $ 5.56 billion Murugappa diversified product conglomerate, has agreed to buy a 70% controlling share in  Cellestial E-Mobility for $21.5 million. This relationship supports the company's strategic growth and develops its networks. 

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