Mahindra eyes global light weight platform market with Oja

In a bid to participate in the fast-growing lightweight global tractor market, Mahindra & Mahindra on Tuesday unveiled its Oja range of 20 to 40 horsepower tractors in Capetown South Africa.

The world's largest tractor maker, which generates over a third of its total business from the international markets, is set to accelerate its globalisation strategy - with the new Oja platform.

Mahindra unveiled new tractors on 3 OJA platforms – the Sub Compact, Compact and Small Utility platforms, addressing diverse market needs. With 4WD as standard, Mahindra launched 7 new tractor models for the Indian market on the Compact and Small Utility platforms. These models range from 20HP – 40HP (14.91kW – 29.82kW), for a wide array of applications, for unparalleled platform versatility and efficiency to handle diverse agricultural tasks.

During the Mahindra OJA launch, Rajesh Jejurikar, Executive Director and CEO (Auto & Farm Sector), Mahindra & Mahindra, said 'At Mahindra we are extremely proud with the Global launch of the OJA range, epitomising innovation to transform farming globally. After kickstarting its exciting journey in India, the OJA range will subsequently be launched across new and existing markets. Encompassing over 25% of the Global Tractor Industry, OJA will also signify our entry into Europe and with Thailand serving as our gateway, we are all set to enter into the ASEAN region."

Developed with an investment of Rs 1200 crore in partnership with its Japanese partner - Mitsubishi Agriculture Machinery - the Oja family is based on four different platforms which is capable of churning out 40 models over a period.

With Oja range of tractors, Mahindra will be able to cater to about 3.75 lakh units per annum 20-40 horsepower market in India, North America and Asean region.

Hemant Sikka, President, Farm Equipment Sector, Mahindra & Mahindra said, "A powerhouse of energy, the OJA range features 4 Light Weight 4WD Tractor platforms (20-70 hp). Pioneering technologies like Connectivity, Precision, and Automation combined with modern design, operator comfort, and convenience, ensure that the OJA range is world-class in every way. A monumental leap for us at Mahindra, these new tractors will redefine agriculture mechanisation across the globe, promising profound farm productivity."

After kickstarting its exciting journey in India, the OJA range will subsequently be launched in North America, ASEAN, Brazil, Australia, South Africa, Europe and the SAARC region. Mahindra will also mark its debut in the ASEAN region starting with Thailand in 2024.

Hemant Sikka further stated, "The new OJA range of lightweight tractors is a powerhouse of energy, aimed at progressive farmers. Embodied with innovation and technology, OJA tractors empower Mahindra to address 25% of the Global Tractor industry, while opening new markets like Europe and ASEAN. Unveiling 7 agile Lightweight 4WD Tractors Light Weight 4WD OJA tractors (21-40HP) in India, equipped with pioneering technologies, truly embodies our commitment to revolutionise farming worldwide."

Further talking about OJA’s launch plans for India, Vikram Wagh, CEO, Farm Division, Mahindra & Mahindra Ltd. said “The OJA tractor range introduces a paradigm shift in Indian agriculture. With 4WD capabilities as standard, pioneering automation controls amplify precision and performance across the range. Reducing operator effort and elevating farm productivity enables us to further embrace fast growing segments like horticulture and grape farming to redefine mechanised farming. Featuring three advanced technology packs – PROJA, MYOJA, and ROBOJA – we proudly present OJA as India's global innovation. OJA will be exclusively made in Zaheerabad, our youngest tractor manufacturing facility. The range will be available for customers in India starting October."

Alongside the introduction of the OJA range, Mahindra will enhance its network of over 1100 channel partners, to enhance customer experience.