Escorts Kubota Aims Market Growth with New Tractors, Region-Based Strategy, and Customised Expansion Plans Across India

Key Highlights

• EKL sold 30,581 tractors, up by 0.7% YoY; revenue stood at Rs 2,181.5 crore.

• Promaxx Phase One boosts Farmtrac’s market share in select states.

• Powertrac wetland series and Kubota models to launch by Q2 end or early Q3.

• EKL’s retail market share dropped from 10.07% to 9.92% as per FADA.

• Regional strategy focuses on product fit and brand strength in each area.

Escorts Kubota Ltd (EKL) is taking a new approach to grow its tractor business across India. The company is focusing on launching new tractors and implementing a region-based strategy to increase its market share. Despite slight setbacks in market position, EKL remains optimistic due to the early success of its new Promaxx and Powertrac models.

Also Read: Escorts Kubota Profit Jumps 361% in Q1FY26 After Selling Railway Business; Tractor Sales Steady, Construction Slows

Positive Start for Promaxx Series

EKL recently introduced new tractor models under its Promaxx and Powertrac brands. The Promaxx tractors are already showing good performance in states where they were launched.

“Promaxx Phase One is performing well. In the states where it was introduced, Farmtrac’s market share has increased,” said Neeraj Mehra, Chief Officer, Tractor Business Division, EKL. “Even though the growth is small and it’s still early, the signs are positive.”

Tractor Sales: Slight Growth but Market Share Dips

In the agri-machinery segment, EKL sold 30,581 tractors, achieving a 0.7% growth compared to the previous year. The company earned Rs 2,181.5 crore in revenue, marking a 0.4% rise, and its EBIT margin improved to 12.6%.

For the full FY 2024-25, total tractor sales grew by 1%, rising from 114,396 to 115,554 units. Domestic sales improved by 1.6%, moving from 108,777 units to 110,563 units.

However, according to FADA (Federation of Automobile Dealers Associations), EKL’s retail market share dropped slightly from 10.07% (89,832 units) in 2023-24 to 9.92% (87,628 units) in 2024-25.

New Models for Southern and Eastern Markets

EKL is preparing to launch its new Powertrac wetland series and Kubota tractors by the end of Q2 or early Q3. These models will focus on southern and eastern India, where paddy farming is more common.

“We should see early results by Q4, but the major boost will come in the next financial year,” Mehra added.

Expanding Network and Product Line

EKL has a strong dealer network with 1,600 dealers across India and 1,250 branches covering the Kubota, Farmtrac, Powertrac, and Escorts brands. The company plans to launch Promaxx Phase Two and further versions of the wetland series next year.

One of EKL’s major goals is to increase market share in five regions where its presence is currently low.

Regional Strategy Instead of One-Size-Fits-All

EKL has shifted from a universal strategy to a region-specific model. The company is not offering all brands in every area but is instead focusing on what suits each region best.

“In southern states, we don’t need Farmtrac dealers,” Mehra said. “Adding Kubota and Powertrac dealers there will help EKL grow.”

The company is also using new product launches to expand dealer networks in new markets.

“We are not trying to sell all three brands everywhere. It depends on which tractor fits best for the region and how strong the brand already is,” Mehra added.

Company Confident About Recovery

Although EKL’s market share has slightly dropped, the company believes this is due to natural industry cycles, not rising competition.

“We believe this swing will ease soon,” Mehra said. “Since September last year, the industry has started recovering. We expect our market share to bounce back in the coming quarter.”

Also Read: TMA Urges Government to Exclude 25–50 HP Tractors from TREM V Norms

CMV360 Says

Escorts Kubota is using a targeted, region-wise growth strategy backed by new tractor launches to improve its market position. While facing small market share dips, the company remains confident of recovery and growth in the coming quarters through customised products and network expansion.