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Mahindra & Mahindra plans to add farm mechanisation products

Tuesday, 8 April 2014 - 9:15am IST | Place: Mumbai | Agency: dna

Mahindra & Mahindra (M&M), India's biggest tractor manufacturer, is looking at expanding its mechanisation business under Mahindra AppliTrac.

Currently a $40 million business, the company will launch more products to meet the specific mechanisation requirements.

"We see a huge opportunity in the area, given the fact that India is low on the mechanisation part," said Sanjeev Goyle, senior VP, marketing and AppliTrac for M&M.

Part of M&M's farm equipment sector, Mahindra AppliTrac focuses on complete value chain of farm mechanisation solutions, starting with land preparation to post harvest solutions. Its range of products include basic, secondary and advanced implementations.

Some of its advanced range of implements include laser leveller, gyrovator-rotary tillage equipment, seed-cum-fertiliser drill, multi-crop harvesters and crop management equipment such as rice transplanters, sugar cane - Sickle Sword and de-thrashing unit.

"We will surely introduce more products. For example, we have cane cutting solution but not a cane harvesting solution. So there is a huge scope and work that needs to be done," said Goyle.

According to the company, equipment sold under AppliTrac are designed and developed by M&M in-house. It has acquired some technologies from international players to produce equipment based on Indian requirements.

The company has a technology transfer tie-up with Mitsubishi Agriculture Machinery Company to make rice transplanters for the Indian market, which will be launched soon. It also has a tie-up with Italy based farm equipment company, Maschio-Gaspardo S.p.A, for getting supply of a complete range of rotary tillage equipment.

Asked if the company is looking at more tie-ups with an international player, Goyle said, "We are open to tie-ups. It's more need-based. We need to bring in more technologies in the entire agri space."

The company's AppliTrac mechanisation business has been growing at an average compounded average growth rate of 31.80% for the past five years. Even though tractors remain the core business area for the company, the company is increasingly focusing on the growing opportunities in the farm equipment space. The growing shortage of labour in the rural areas had forced farmers to focus on mechanisation.

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