Mahindra, the #1 Tractor Company in the World by Volume, now at home in South Africa


Mahindra, the #1 Tractor Company in the World by Volume, now at
home in South Africa

31 Oct 2021

  • Mahindra enters directly into the farm equipment business
  • Special online launch event planned for 18 November 2021
  • Industry First After-Sales Commitment to be unveiled during the virtual launch event
  • In the process of selecting the right channel partners to power its growth

October 31, 2021: Centurion. November marks a milestone for Mahindra when it officially takes over
directly all tractor and farm equipment operations in South Africa

This means that the company will offer a complete range of Mahindra tractors and farm equipment
through a network of dealers, with technical and customer service support offered directly by its head
office and Parts Distribution Centre in Gauteng.
Mahindra first launched its range of farming equipment on local soil in May 2019. For the two and a half
years since, it has partnered with regional resellers to help create a footprint in the major agricultural
hubs, establish relations with farmers and agricultural organisations and offer customer support.
“With the rapid growth in interest in our range of tractors and other equipment and given our ambitious
plan to firmly establish South Africa as Mahindra’s second home outside of India, we decided to take full
control of our agricultural division.
“This means that where we assisted a third party to sell, service and support farmers in the past, we will
now do so directly. After careful consideration and market assessment, we have decided that one of our
most important customer segments – the farmers – would be better served by MSA distributing the
product range directly. This decision aligns with Mahindra’s vision of establishing itself as a household
name in the Southern African markets,” says Rajesh Gupta, CEO of Mahindra South Africa.
Mahindra has been serving the South African Market for nearly two decades and has been consistently
among the fastest growing brands in the last few years. Mahindra’s commitment is exemplified by its
recent investments in a local assembly plant, fitment centre and state-of-the-art training facility.
Mahindra is the world’s largest manufacturer of tractors by volume, and they have a very strong
following in large agricultural markets such as the USA and Australia. These markets in many ways
mirror the agricultural sector in South Africa, which will allow Mahindra to lean on the insights from
these established markets to best serve its local client base.
“The Mahindra range of farming equipment has proven reliable and highly popular in many harsh
environments across the world. This is also the case in South Africa, where our tractor owners report
unmatched levels of durability, ease of maintenance and fuel efficiency,” says Rajesh. Adding that
Mahindra is the recipient of the prestigious Deming Prize and Japan Quality Medal.
Mahindra South Africa has scheduled a special virtual launch event on 18 November 2021 on its
Mahindra Tractors Facebook page, where it will introduce its first dealers, its range of products and
several service and support innovations.

Customers, interested farmers and the media are invited to attend this virtual event, where they will
have an opportunity to interact with the Mahindra executive team, learn more about their local dealers
and support network and stand a chance of winning major prizes.