Swaraj Tractors forays into high power segment, rolls out 60-hp variant

Vijay C Roy

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Tribune News Service

Mohali, March 7

Punjab-based Swaraj Tractors, a part of the $19-billion Mahindra Group, today forayed into high power segment by launching 60 hp tractor to target progressive farmers. The company plans to introduce tractors in 60-75 hp category over a period of time.

The company unveiled Swaraj 963FE, a two-wheel drive 60 hp variant to start with, with price starting at Rs 7.40 lakh (ex-showroom). It has been designed indigenously by Swaraj’s in-house R&D team. The company has invested less than Rs 100 crore to develop this product.

The new tractor will be available in Punjab, Andhra Pradesh, Telangana, Tamil Nadu and Chhattisgarh to begin with. These will be launched across the country by the year-end in a phased manner.

Mahindra & Mahindra MD Dr Pawan Goenka via video conference said, “We acquired Swaraj in 2007 and it is one of the most successful acquisitions by the group. When we acquired the brand, we were selling around 30,000 tractors, but since then we have been growing at 13% CAGR. We are targeting to sell 1.10 lakh tractors in the current fiscal.”

The total tractor market in India is around 6.50 lakh units per annum. The industry is divided into two segments, i.e 0-50 hp and above 50 hp category. The 0-50 hp category dominates the market with sales of 6 lakh units per annum while the above 50 hp category contributes around 50,000 units per annum.

Viren Popli, Chief Operating Officer, Swaraj Division, M&M, said, “This is a brand new platform that is designed to continue and enhance our promise of power, reliability and application suitability. The tractor has been designed especially for farmers who have specialised needs and large farms.” It is suited for a wide range of applications starting from land preparation to post-harvest operations. It is also compatible with rotary tillers, potato planter, dozers, balers, banana mulchers etc.