Long Journey of Swaraj Tractors

Overview of Company:
Swaraj Tractors was founded in 1974 to be self-sufficient and create India's first indigenous tractor. Swaraj is now a fast-developing company with a diverse range of tractors and farm gear, and it is firmly entrenched as one of India's top tractor manufacturers. Swaraj makes a variety of tractors ranging in horsepower from 15 to 65 horsepower for a variety of farming applications include 4WD tractors for wetlands and specialist horticulture tractors.

Swaraj Tractors has come a long way since its inception in 1974, winning the hearts and trust of every farmer with its unrivaled power and outstanding quality. Its success can be attributed to the dedicated engineers at Swaraj, the large percentage of whom are also farmers. For these farmers, Swaraj is more than just a tractor; it's an integral part of their lives. It has remained by his side throughout his life. That's why every farmer's heart fills with pride to shout, "Mera Swaraj," when Swaraj brings joy and wealth into their life.

New chapter:
The Punjab government decided to sell its interest in the firm between 2002 and 2006, which was a gloomy era for the corporation. Things have never been the same since M&M walked in. Swaraj was able to lose its fat and achieve a revenue of nearly Rs 3,000 crores. After that, the Swaraj brand has expanded steadily since M&M bought Punjab Tractors Ltd (PTL) in 2007 and merged it with its Farm Equipment Sector as the Swaraj Division in 2008-09. At present, Mahindra and Swaraj have a combined share of 38.99% in January 2021 and was the No. 1 Tractor OEM in terms of Retail volumes for Jan'21.

The excellence of Swaraj Tractor:
Swaraj Tractor Innovation continued up-gradation and efficient use of resources shows their commitment towards excellence. Also, Swaraj challenges conventional thinking to create a solution to enable their stakeholders to rise. In addition to this Swaraj is the second company in India awarded with the prestigious DEMING prize for its management philosophy, scope, and environment.

Sales volume of tractors in India:

4P’s of Marketing of Swaraj Tractors

Product:
The company offers tractors ranging in horsepower from 15 to 65 horsepower for a variety of farming applications and farm implements such as combine harvester, basic implements, and special purpose implements. All these products are high-performance applications, equipment, and are easy to operate.

Price:
Even though there is excellence in innovation, up-gradation, and technology, the Swaraj tractor price starts from an economical range of Rs 2.50 Lac to Rs 8.40 Lac.

Place:
A good experience in service primary reason for customer retention with the brand, and to ensure customer satisfaction, Swaraj has a wide network of 800 customer touchpoints, and more than 11,00,000 customers are glad about the benefits of Swaraj tractors.

Promotion:

SWOT Analysis

Strengths:

1. Excellent distribution network.
2. Strong customer preference.
3. Medium horsepower product portfolio.
4. Strong R&D support.

Weakness:

1. Limited mature market- Punjab, and Haryana.
2. Lack of brand awareness for export.
3. The problem in capacity expansion with increasing dealers’ network.

Opportunity:

1. Advantage from M&M tractors for sourcing, production, and distribution.
2. Extended governmental support.
3. Opportunity to expand in low volume market by export.

Threats:

1. Entry of technically superior tractor model in the market.
2. International and new players create close competition.
3. Increasing inputs cost bring down the spirit of purchasing tractors.

Recommendations:

1. Swaraj should invest in cutting-edge technology to increase the fuel economy of its tractors.
2. Many customers thought the price of replacement parts for Swaraj tractors was too expensive, therefore need to look into it.

Conclusion:
India is an agricultural country with 70% of the population working in agriculture where tractors become one of the most important necessities of the agricultural masses. Swaraj has effectively emerged as the market leader in the entire tractor market among the key competitors in the tractor segment. It has acquired a solid name in every nook and corner of the country thanks to continual improvements in its models and technologies. Swaraj business ltd. also exports a wide range of items. Many consumers like Swaraj because the dealers' sales service is excellent, the mileage is decent, and the tractors are in novel shapes and designs. Because Indian farmers are impoverished, they do not have the money to buy tractors. As a result, the government has established several financial organizations to provide low-interest loans to farmers, encouraging tractor sales in the economy. Swaraj Tractors has built a solid name in the Indian tractor industry as a result. It's 'making a solid living year after year.' Swaraj Tractors and its dealer have a large number of clients who are happy with their performance and service quality. Swaraj Tractors, on the other hand, must continue to improve to compete with other tractor manufacturers.