Mahindra Launches Oja Lightweight Tractor to Target Global Market
In a significant stride toward expansion, the Mahindra Group has globally introduced the Oja tractor platform. This ambitious project is in the making since 2018 and is strategically tailored for the growing lightweight tractor market on a global scale.
Rajesh Jejurikar, Executive Director of Auto and Farm Sector at Mahindra & Mahindra, shared insights into this launch. “We have chosen Cape Town as the launch site, given South Africa”s pivotal role as one of Mahindra”s robust markets. This aligns seamlessly with our go-global strategy, with a primary focus on catering to farmers with smaller land holdings,” he affirmed.
The unveiling of the Oja tractor is notably aimed at capturing the thriving horticulture and orchard farming sectors both in India and beyond. Hemant Sikka, President of Mahindra Group”s Farm Equipment Sector, articulated the company”s expansive aspirations. With a resolute vision, Sikka stated, “We are setting our sights on a substantial market of around 370,000 units across India, ASEAN, and the United States. Moreover, Mahindra Group is primed to venture into more than 12 new countries, leveraging the capabilities of the Oja tractor.”
Infused with Innovation and Technology
Powered by cutting-edge technology, the Oja tractor equips Mahindra to make a formidable impact. Sikka emphasized that the Oja tractor empowers Mahindra to tap into a significant 25% of the global tractor industry while paving the way for entry into new and promising markets such as Europe and ASEAN.
The Oja tractor has been designed across four distinctive platforms – subcompact, compact, small utility, and large utility tractors – adeptly catering to the diverse needs of farmers with smaller land plots. Complementing this, Mahindra is offering three comprehensive tech packs, enriched with connected vehicle capabilities, fuel monitoring, vital service alerts, a key fob, remote start, and push-button features, and even auto braking for short turns, among other remarkable functionalities.
Pricing and Prospects
The Oja tractor series debuts with the Oja 27HP variant, captivating with a starting ex-showroom price of 5.64 lakhs. Stepping up in utility and performance, the 40HP small utility tractor variant carries an ex-showroom price of 7.35 lakhs. This competitive pricing structure underlines Mahindra”s commitment to making cutting-edge technology and innovative solutions accessible to a broad spectrum of farmers.
As the curtain rises on this transformative offering, Mahindra Group”s Oja lightweight tractor takes centre stage, poised to propel the next chapter of growth while championing technological advancement and sustainable farming practices.
