Arjun Novo may establish M&M as technology leader in the tractor industry

It is well known that Mahindra & Mahindra is the largest tractor maker in the world in volume terms. It is also well known that it is largest player in the Indian market with a market share of 42 per cent. But when it comes to technology, M&M tractors are not often rated very high.

With the launch of a new tractor platform Arjun Novo on Wednesday M&M is making a bold statement that it has the necessary expertise to develop a tractor that is technologically far superior to those in the market, best suited for needs of the customers and offered at a competitive price. "Arjun Novo will establish M&M as a technology leader not only in India but around the world. We believe we have created an unbelievable value proposition for our customers," says Rajesh Jejurikar, Chief Executive, Farm Equipment & Two Wheeler Division , M&M.

The tractor was launched at M&M's research hub - Mahindra Research Valley in the outskirts of Chennai. The new platform will have 52 HP (horse power)  and 57 HP variants. Arjun Novo will replace the successful Arjun 605 model.

So what is special about this new platform that makes M&M claim that Arjun Novo is a big leap forward in farming technology? Rajan Wadhera, Head of Mahindra Research Valley and the man who developed the tractor says, "There are many tractors in the market which help farmers do one or two operations such as puddling, harvesting, potato planting, hauling and mowing the land. Arjun Novo is the only tractor in the market that can do all these operations."

This is possible because of the modern technology that has been used in the vehicle including an advanced synchromesh transmission, 18 speed options (15 forward and 3 reverse) that help the user choose the right speed for various operations and precision hydraulic. The tractor also offers higher power, mileage and comfort.

Unlike cars, one does not get to see too many tractor launches. In fact, Arjun Novo is M&M's second new tractor launch in 14 years (M&M launched Arjun in 2000). "In tractor industry launching a new platform is a high risk game. Farmers are very conservative in shifting from a product that works and getting the product right is very difficult as it has to prove itself in as many as 40 different applications. Getting it right the first time is critical," explains Goenka.

No wonder M&M took a lot of pain in developing Arjun Novo. The product development began by reaching out to farmers across 10 states and getting 3,900 voices as what they would expect in a tractor. Once the product was developed, 73 prototypes were tested for a cumulative period of 70,000 hours for 40 different applications across eight states. The feedback was used to refine the product. "The tractor was ready more than a year ago. We are launching it today after extensive testing and making sure we have got everything right," explains Goenka. M&M has so far spent Rs 250 crore to develop the tractor.

 
The 57 HP version will cost Rs 7.35 lakh while the 52 HP version will sport a price tag of Rs 7.15 lakh. "We also expect to achieve two things with the launch of Arjun Novo. It will fuel a faster growth of the above 48 HP tractor segment in India and take its share in the overall tractor market from 16 per cent to 25 per cent in the next 10 years. Also, it will increase our market share in the segment," says Pawan Goenka, Executive Director, M&M.