MADE IN INDIA, for the world’ was the slogan for the Mahindra Futurescape event that took place on 15 August 2023 at Laurensford, Cape Town in South Africa. At the very beginning, Rajesh Jejurikar, Executive Director and CEO, Auto and Farm Sector, Mahindra & Mahindra, clarified the choice of venue. “Cape Town is a land of adventure and gorgeous farm lands and in a manner of speaking, that is what Mahindra and Mahindra’s auto and farm business really stands for,” he said.
The morning saw the global launch of the new OJA platform tractors developed via a collaboration (to the tune of Rs 1,200 crore) between the Mahindra Research Valley, which is Mahindra India’s research and development (R&D) centre and the Mitsubishi Mahindra Agriculture Machinery in Japan. The latter half of the day was dedicated to Mahindra’s auto division launches which consisted of two concept unveilings. The new OJA platform,
deriving its name from the Sanskrit term ojas (meaning energy) aims to offer innovative and lightweight four-wheel drive tractors that will work around Mahindra’s ‘Go Global ’ agenda catering to consumers with diverse needs. Mahindra aims to launch the new tractors on three OJA platforms, namely, the Sub Compact, Compact and Small Utility platforms with 4WD as a standard feature. During the launch, Mahindra unveiled seven new tractor models for the Indian market on the Compact and Small Utility platforms. These models ranged from 20HP to 40HP (14.91kW to 29.82kW) targeting a wide array of applications for farmers.
This story is from the September 23, 2023 edition of BW Businessworld.
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This story is from the September 23, 2023 edition of BW Businessworld.
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