Mahindra's 40-Year Tractor Journey: 'Ashwamedh' Convoy Hits Indian Roads
Mahindra & Mahindra Ltd. has embarked on a 45-day journey across India, celebrating four decades of leadership in the tractor industry. The 'Ashwamedh' convoy, comprising six specially designated tractors, will visit over 500 Mahindra dealerships and engage with lakhs of Indian farmers as part of the national campaign 'Rag Rag Laal Hai'.
The convoy, named after the ancient Indian ritual of sacrifice, will traverse iconic locations, capturing India's rich agricultural legacy and cultural diversity. Despite the search results not revealing the specific cities, it is expected to strengthen Mahindra's bond with the Indian farming community.
The initiative comes on the heels of Mahindra's highest-ever annual tractor sales in FY25, with a 12% growth. Hemant Sikka, President - Farm Equipment Sector, Mahindra & Mahindra Ltd., sees this as a heartfelt expression of gratitude and connection, representing the spirit of Mahindra tractors and the individuals who contribute to the brand's success. Mahindra aims to honour the loyalty of its Indian customers and reinforce its deep-rooted presence in the agrarian landscape of India through this initiative.
Prior to the convoy's launch, Mahindra hosted celebratory events at its dealerships, acknowledging the support and contribution of its channel partners and employees.
The 'Ashwamedh' convoy, a key initiative under the 'Rag Rag Laal Hai' campaign, is more than just a celebratory journey. It is a testament to Mahindra's commitment to the Indian farming community and a promise to continue serving them for the next four decades and beyond.
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