Swaraj Targets Horticulture Market with Launch of Cutting-edge 'Target' Tractors

Swaraj Tractors, a division of the renowned Mahindra Group, has made a significant breakthrough in the agricultural machinery sector with the launch of its latest innovation – the Swaraj Target tractor range. This line of Compact Light Weight tractors is poised to revolutionize the industry through exceptional performance, innovative features, and cutting-edge technology. The Swaraj Target range includes two compact tractors: the Swaraj Target 625 and Swaraj Target 630.

Hemant Sikka, President of the Farm Equipment Business at Mahindra & Mahindra, expressed his enthusiasm for the launch and highlighted Swaraj's impressive growth over the past decade. The introduction of the Swaraj Target tractors aims to sustain this momentum and further enhance the brand's market share.

In an interview with Juhi Jindal from Tractor News, Hemant Sikka shed light on the unique advantages of the lightweight series tractors for horticultural tasks. These tractors possess a narrow width, low seat position, and small turning radius, making them particularly suitable for activities like spraying and inter-culture applications in horticulture.

Also Read: Swaraj Tractors Introduces 'Swaraj Target' a Compact Light Weight Tractor Series: Price, Features & Specifications

Sikka emphasized the significance of this venture, stating, "It is a white space for us, so this new range of tractors will bring in incremental sales. While India is a large cereal-consuming nation, the horticulture space has been significantly outpacing the market. With horticulture accounting for 30% of agri-GDP from just 18% of the crop area, it is a crucial segment in which Swaraj aims to participate with these new products."

Initially, Swaraj Tractors will introduce two models from the Swaraj Target range, falling within the 25 and 29 horsepower categories. The Swaraj Target 630 model will first be made available through the brand's extensive dealer network in Maharashtra and Karnataka, with a competitive starting price of Rs 5.35 lakh ex-showroom. The market introduction of the Swaraj Target 625 has already been successfully implemented.

To ensure optimal design and functionality, the development of the compact lightweight tractors incorporated feedback from over 1,500 prospective buyers.  In the previous fiscal year, Swaraj Tractors achieved impressive sales figures, with 1.28 lakh units sold, representing a growth rate of over 23%. The company's market share also experienced a notable increase, rising from 13.65% to 15.55%, marking a growth of 189 basis points.

Also Read: Swaraj Tractor Unveils the Dynamic Duo - Swaraj Target 625 and Swaraj Target 630

While the overall tractor market has exhibited a compound annual growth rate of 6%, the 20-30 horsepower range has demonstrated a remarkable 18% growth. Capitalizing on this trend, Swaraj Tractors aims to capture approximately 27-30% of the market share in the 20-30 horsepower segment.

With the launch of the Swaraj Target range, Swaraj Tractors is set to redefine industry standards, empowering farmers with advanced technology and superior performance. The introduction of these innovative tractors reflects the brand's commitment to driving agricultural progress and supporting the evolving needs of Indian farmers.

source- Autocar Professional

Also Read: Harish Chavan, CEO of Swaraj Tractor Officially Unveiled Highly Anticipated New Tractors "Swaraj Target 625" & "Swaraj Target 630"