M&M aims at solution sales

Auto major is looking to cater to the entire value chain in farm equipment space

As Mahindra and Mahindra (M&M) sets about its goal of turning into a global brand in the farm equipment category, the home-grown auto major is aiming to cater to the entire value chain by going beyond tractors. The company is targeting a $150-billion global farm equipment market, of which the non-tractor segment is worth $90 billion.
 
According to Rajesh Jejurikar, president, farm equipment sector, M&M, timely acquisitions and utilising the company’s presence in global markets are part of the new strategy which includes organic as well as inorganic growth. M&M expects the share of its non-tractor farm equipment business