Mahindra Tractors Honours Indian Farmers with ‘Desh ka Tractor,’ Commemorating 40 Lakh Deliveries and 60 Years of Its Legacy

Celebrating 60- years of the Mahindra Tractor and the sale of 40 lakh tractor units since 1963, Mahindra Tractors - India’s No. 1 tractor brand and part of the Farm Equipment Sector at Mahindra & Mahindra Ltd. (M&M) today unveiled ‘Desh ka Tractor: Mitti se Juda, Junoon se Saja’, a unique initiative in honour of the Indian farming community.

A tribute to the hardworking farming community in India, Mahindra Tractors showcased a life-sized tractor-themed sculpture that embodies the spirit of toughness of the farming community, inspired by the design of Mahindra’s renowned ‘Yuvo Tech Plus’ tractor. Innovative and imaginative, the sculpture reflects the diversity of Indian farming and crafted with blends of varied soils collected from over 4000 farms across the country, showcasing the strong bond that exists between Mahindra and Indian farmers.

The essence of ‘Mitti se Juda Junoon se Saja’, embodies Mahindra Tractors spirit to create farming solutions that are connected to the land, with the practicality to work across all kinds of terrain efficiently and effectively. It symbolizes our ‘junoon’ (obsession) to transform farming and enrich lives across India and the world – over the last 60 years and beyond.

The sculpture was unveiled today, in the presence of Vikram Wagh, CEO, Farm Division, Mahindra & Mahindra Ltd. at a function held at the company’s Nagpur manufacturing facility.

Mr. Wagh explained the essence of the initiative, saying, “As we celebrate this milestone of serving 40 lakh customers over 60 years, we wish to acknowledge the farmers' trust that has enabled us to achieve this feat. It has inspired us to create 'Desh ka tractor', showcasing the strong bond between Mahindra Tractors and the hardworking, relentless, and courageous Indian farmer. I extend my heartfelt appreciation to all who helped us reach this milestone.”

Spanning 60 years, Mahindra has broadened its tractor offerings to encompass a diverse range of more than 390 tractor models. During this period, Mahindra Tractors has also established a robust network of over 1200 dealer partners across India, with a customer first orientation that has enabled the brand to provide unparalleled levels of sales, service and spares support to an expanding base of 40 lakh Mahindra Tractors customers.

Celebrating 60 years of trust & 40 lakh customers, #MahindraTractors is proud to launch #DeshKaTractor. Made with soil from farms across 4000+ villages pan India, this #MittiSeJuda, #JunoonSeSaja Desh Ka Tractor, is dedicated to all farmers@MahindraRise @hsikka1 @_MaheshKulkarni pic.twitter.com/idhTaN1JxM
— Mahindra Tractors (@TractorMahindra) July 3, 2024