Mahindra Group establishes Mahindra South Africa

November marks a milestone for Mahindra Group since it officially took over all tractor and farm equipment operations in South Africa. This means that the company will offer a complete range of Mahindra tractors and farm equipment through a network of dealers, with technical and customer service support offered directly by its head office and Parts Distribution Centre in Gauteng.

As a result, Mahindra South Africa launched a range of tractors and farm equipment in South Africa and Namibia.

Introduced through a virtual event on November 18, these products will be launched in a phased manner with tractors and farm equipment from the Mahindra brand and its global subsidiaries. These include products from Sampo Rosenlew of Finland, Mitsubishi Mahindra Agri Machinery of Japan, and Hisarlar and Erkunt from Turkey. Together with the Mahindra EarthMaster Yellow Metal and Mahindra Powerol Generators, they will now offer a ‘World of Solutions’ for the South African farmer.

To provide the farmer with these wide range of products, along with after-sales support, Mahindra South Africa also announced its first set of 7 tractor dealers across South Africa and Namibia, for ‘Peace of Mind Assurance’ to “disrupt” the way tractors and farm equipment are sold and serviced in South Africa.

With Mahindra tractors and farming equipment sold in South Africa since 2019, Mahindra South Africa will for the first time distribute, sell and service Mahindra Farm Equipment products directly through its authorised dealer network.

It represents the next step in the group’s move to establish South Africa as its second home outside of India, and it follows investments in a vehicle assembly plant (2018), a large vehicle fitment centre (2019), a new national warehouse facility (2020) and a large technical training facility (2020), among many other things.

At the virtual launch attended by the media, key farming clients and Mahindra representatives from across the world, the leadership team at Mahindra South Africa shared details about range of products, along with insights into the Mahindra Farm Equipment Sector’s reach and global success.

This includes markets like the US and Australia, where Mahindra has a significant market share. For instance, Mahindra has grown its sales by 17% in the last financial year, despite global disruptions. Mahindra also holds the Japan Quality Medal for its tractors.

The new introductions from Mahindra South Africa will give farmers an opportunity to directly engage with the brand and grow their profitability and efficiency in partnership with Mahindra tractors.

Rajesh Gupta, CEO – Mahindra South Africa, said: “There has never been a doubt about Mahindra’s commitment to South Africa and its people. We have made several long-term commitments to the country and look forward to further expanding our product and service offering, both to farmers and other industries. We believe that our unique service offerings will not only make Mahindra Tractors as popular as they are across Africa and the world but will also remind new as well as existing farmer customers of our commitment to them.”

Mahindra’s strong support of the new agricultural division was applauded by its first seven dealers. They are situated in Randfontein, Brits, Strand, Nigel, Malelane, Groblersdal (with a satellite branch in Middelburg), and Windhoek in Namibia.

Mahindra South Africa will soon also announce the appointment of additional dealers and will expand its farm equipment range to include products from its global subsidiaries.