Ujjwal Mukherjee, who was heading the marketing services at Mahindra Farm Division, has been appointed as the Marketing Head at Mahindra Tractors, Mukherjee announced on social media platform, LinkedIn, on Saturday.
Mukherjee was responsible for handling above the line communication, digital marketing, CRM and call centre at Mahindra Tractors. In the company, Mukherjee was positioned as Deputy General Manger, Group Strategy from September 2019 to August 2023.
Mukherjee led the Mahindra Accelerated Leadership Track (MALT) which is a program designed in collaboration with Carnegie Mellon University, USA, to nurture talent and shape them into future leaders.
Leading critical projects across group businesses including EVs, enabling capital allocation decisions, and supporting portfolio strategy were other such functions he managed during the same time. In March 2024, a team guided by Mukherjee won IAMAI India Digital Awards for Mahindra OJA for the 'Best use of Meta'.
Before joining Mahindra & Mahindra, Mukherjee worked as an Engagement Manager at McKinsey and Company where he managed client engagements in pharma, power, and automobile industries. His education qualification includes Mechanical Engineering from Birla Institute of Technology and Science, Pilani, post graduation from the Indian School of Business, and executive education from Carnegie Mellon University.
Mahindra & Mahindra holds the largest year-to-date market share of 44% in the farm division sector. In October 2024, Mahindra's Farm Equipment Sector recorded highest-ever tractor sales of 64,326 units, showing a 30% growth from the same period last year. The company projected 6-6.8% growth of the tractor industry in FY25, with 13-15% increase in sales in the second half.
The company's growth is driven by strong demand for advanced farm solutions and the success of Mahindra’s premium tractor lines, including the Mahindra OJA series.