Mahindra Tractors Marks 40 Years with 45-Day 'Ashwamedh' Journey Across India
Mahindra Tractors has launched a 45-day journey across India, celebrating four decades of leadership in the Indian tractor industry. Dubbed 'Ashwamedh', this key initiative is part of the national campaign 'Rag Rag Laal Hai'. Six tractors embarked on the journeys from Mahindra's mother plant in Nagpur, with no specific details about the route or stops.
The convoy aims to visit over 500 Mahindra dealerships and engage with lakhs of farmers during its 45-day journeys. While the exact route and halts remain unclear, it's expected to pass through iconic locations, showcasing India's rich agricultural legacy and cultural diversity. Mahindra hosted celebratory events at its dealerships, acknowledging the support of channel partners and employees. The company reported its highest-ever annual tractor sales in FY25, achieving a 12% growth. Hemant Sikka, President of Mahindra's Farm Equipment Sector, described 'Rag Rag Laal Hai' as a heartfelt expression of gratitude and connection, representing the spirit of Mahindra tractors and its associates.
The 'Ashwamedh' convoy, a significant part of Mahindra Tractors' 'Rag Rag Laal Hai' campaign, is currently underway. The initiative aims to honour customer loyalty and reinforce Mahindra's presence in the agrarian landscape. Despite a lack of specific details about the convoy's route and stops, it's expected to engage with farmers and celebrate Mahindra's four decades of leadership in the Indian tractor industry.
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