Mahindra & Mahindra, the world’s largest tractor manufacturer, has revealed its Oja range of tractors, aimed at capturing the burgeoning lightweight global tractor market. With a significant share of its revenue generated from international markets, Mahindra aims to accelerate its global strategy through the innovative Oja platform.
The newly unveiled Oja tractors encompass three platforms: Sub Compact, Compact, and Small Utility, catering to diverse market demands. Including 4WD as standard, Mahindra has introduced seven new tractor models within the 20-40 horsepower (14.91kW – 29.82kW) range for the Indian market. These models offer exceptional versatility and efficiency, suitable for various agricultural tasks.
During the Oja launch, Rajesh Jejurikar, Executive Director and CEO of Mahindra & Mahindra, emphasized the company’s commitment to global innovation. The Oja range’s introduction will extend to multiple markets after its Indian debut, with Europe and the ASEAN region on the horizon.
Developed in partnership with Mitsubishi Agriculture Machinery, the Oja family is built upon four distinct platforms, capable of producing 40 models over time. This advancement represents an investment of Rs 1200 crore.
The Oja tractors are poised to serve the 20-40 horsepower market, catering to approximately 3.75 lakh units per annum in India, North America, and the ASEAN region. These tractors boast pioneering technologies, including connectivity, precision, and automation, contributing to enhanced productivity and modern design.
Mahindra’s Oja range will make its presence felt in various regions, including North America, ASEAN, Brazil, Australia, South Africa, Europe, and the SAARC region. Starting with Thailand in 2024, Mahindra’s entry into the ASEAN region is set to mark a significant milestone.
Vikram Wagh, CEO of Farm Division at Mahindra & Mahindra, highlighted the revolutionary impact of the Oja tractor range on Indian agriculture. Equipped with 4WD capabilities as standard, advanced automation controls enhance precision and performance across the lineup. The range caters to segments like horticulture and grape farming, redefining mechanized farming practices in India.
With a focus on customer experience, Mahindra plans to strengthen its network of over 1100 channel partners alongside the Oja range introduction. The Oja tractors are poised to redefine the global tractor industry landscape while embodying Mahindra’s commitment to innovative and efficient farming solutions.