Mahindra & Mahindra, world’s largest tractor manufacturer, launched lightweight tractor platform Oja on Independence Day to double its exports from the Indian market and increase market share in the 20-40 hp range. The tractor manufacturer which currently exports 18,000 units plans to double the volume in the next three years, said Hemant Sikka, President, Farm Equipment Sector, Mahindra and Mahindra.
The new platform which is built in partnership with Mitsubishi Mahindra Agriculture Machinery, Japan with an investment of INR 1200 crore will enable Mahindra to cater to 25 per cent of the global tractor industry by opening new markets like Europe and ASEAN. As it will also deepen the penetration in areas like horticulture.
At present, the company is present in markets like Japan, Turkey, Finland, USA, Algeria and Australia. While the Oja platform caters from 20 HP to 70 HP range, the company will bring 7 new tractor models under the Oja brand that will go on sale in October. The company has launched a compact 27 HP tractor priced at INR 5.64 lakh, and the small utility 40 HP variant will cost INR 7.35 lakh.
As per the company, four sub platforms (sub-compact, compact, small utility, and large utility), four transmissions (HST, eHST, Shuttle, ePST), four type engine technology (DI, IDI, FIP, CRDe) and 20 different HP categories will bring out as many as 40 new models in the near future. The Oja platform will also come with three different distinct packs – productivity pack (PROJA), intelligence pack (MYOJA) and automation pack (ROBOJA).
With over 41% market share in the domestic market in 2022-23, Mahindra tractors along with Swaraj brand is the largest player in the market, despite that Mahindra’s lightweight tractors market share is lower at 30% market share in 1.25 lakh unit lightweight tractor market from 20 to 40 horsepower. With the launch of Oja we are aiming to scale our market share in 20-40 HP to the national level which is around 40-41% in next three years, Sikka said.
