Mahindra& Mahindra has announced the appointment of Rajesh Jejurikar as its chief executive- Tractor and Farm Mechanisation with effect from April 1, 2013. Previously, Jejurikar was Chief Executive-Automotive Division when he left the company in January 2012. He replaces Bishwambhar Mishra, who has moved into a new role at the Mahindra Group, taking over as director- Mahindra Institute of Quality, also effective April 1, 2013.

This appointment comes at a time when the Indian tractor industry is going through a major transition with a strong focus on brand building and globalisation, as well as intensifying competition in the domestic market, M&M said in a press release. Jejurikar will be a member of the M&M’s Group Executive Board (GEB) responsible for the tractor businesses of both the Mahindra and Swaraj brands. In addition, his responsibilities will include MGTL, Applitrac, Construction Equipment businesses and Asset Management (Capital Purchase) for AFS. Jejurikar has been associated with the launches of models like the Bolero, Scorpio and the XUV 500.