“OUR TRACTORS ARE MADE BY THE FARMER, FOR THE FARMER”

Over the years, Swaraj, as a brand, has developed some distinct characteristics. Being a part of the agricultural ecosystem in Punjab, the company has cultivated a close bond with farmers and is aware of their needs. In an exclusive interaction, Harish Chavan, CEO - Swaraj Division, Mahindra & Mahindra Ltd reveals that the engineers working with Swaraj hail from areas which share a dependence on farming, and thus are well-versed with farmers’ grievances. “If the engineer belongs to a metropolitan city like Mumbai, he would be unaware of their needs,” he says, and this ability to build tractors according to the need has given Swaraj tractors the much-cherished brand value. Edited excerpts:

- Rahul Kamat

If we consider the figures that you published for FY’23, we can observe a significant increase in the sales of Swaraj tractors. What are the factors that have contributed to this growth?

The industry is buoyant, and growth is being driven by various enabling factors in the rural economy. However, our growth has been notably higher due to our customer’s loyalty to our brand. Additionally, we have made significant product interventions in terms of our customer offerings. Unlike launching a completely new model, the changing agricultural practices and cropping patterns mean that Indian farmers require a tractor that is more suitable for their evolving needs. Therefore, even if we introduce a new variant from the same brand, it becomes a new offering for the farmer. In summary, our growth has been driven by our customer-centric efforts, our product introductions, and the agility of our sales force in capturing customers.

In the tractor business, particularly in Punjab, there are many local players. How does Swaraj differ from them, given that local brands could be preferred due to their cheaper pricing?