Escorts Kubota Plans to Become India’s No. 2 Tractor Brand with New Launches and Global Expansion

Key Highlights

• EKL aims to become India’s No. 2 tractor brand, currently holding the 4th position.

• Will launch new tractors under Farmtrac, Powertrac, and Kubota brands over 4–5 years.

• Current market share is around 12–13%, with ambitions to expand.

• Plans to grow exports from 5% to 15% using Kubota’s global channels.

• Stronger dealer network with 1,500+ outlets and more to be added soon.

Escorts Kubota Ltd (EKL), a leading player in farm machinery and construction equipment, is gearing up to become the second-largest tractor brand in India. The company plans to blend Escorts affordability with Kubota’s world-class technology and quality to achieve this target.

EKL Chairman and Managing Director Nikhil Nanda, along with Deputy Managing Director Seiji Fukuoka, confirmed that a mid-term plan (MTP) is being finalized. This growth strategy will run till 2031 and focuses on launching a series of new tractor models for both Indian and global markets.

New Products to Drive Growth

Over the next 4–5 years, EKL will introduce new products under its three brands: Farmtrac, Powertrac, and Kubota. These models will serve diverse applications, including tractors tailored for the construction sector.

“The success in the coming years will come from new products. A lot of work has already been done, and many product lines are lined up,” said Nikhil Nanda.

He further stressed that product planning, innovation, and development will play a key role in EKL’s future success.

Targeting the No. 2 Position in India

Deputy MD Fukuoka shared EKL’s vision to rise from its current fourth place to become the second-largest tractor brand in the country.

“Right now, our market share is around 12 to 13%. Our goal is to climb to the second spot in the domestic tractor market.”

Currently, Mahindra-Swaraj leads the market with nearly 40% share, followed by TAFE and Sonalika in second and third positions. As per FADA data, tractor sales in FY25 stood at 8,83,095 units, slightly lower than 8,92,410 units in FY24.

While the company didn’t specify a timeline for reaching the second position, they called it a long-term ambition.

Fukuoka noted that with the Indian market maturing, product value and quality will determine growth.

“We’re working on combining Kubota quality with affordability. If prices are too high, we lose the price-sensitive market. So our goal is low-cost, high-quality tractors.”

Kubota’s collaboration with Escorts over the past five years has provided insights into cost-effective quality improvements, which will be applied across global operations.

Strong Dealer Network and Future Expansion

EKL has built a strong dealer network with over 1,500 outlets across India. While Escorts had a solid presence in the North and West, Kubota was strong in the South and East. The merger has helped fill coverage gaps.

“We still have some vacant regions, and we plan to appoint more dealers,” said Nanda.

Kubota’s senior leaders from the Americas recently visited India to guide and support local dealers, sharing successful sales practices that can boost EKL’s market presence.

Global Growth and Export Strategy

EKL is now capable of designing, sourcing, and manufacturing tractors in India for international markets through Kubota’s global distribution network.

“India-made tractors are already helping Kubota regain market share in Europe’s compact segment,” Fukuoka said.

Currently, exports account for only 5% of EKL’s total sales. However, the company aims to increase this share to 10–15% over time by supplying cost-effective, high-quality tractors to international markets.

“This collaboration benefits both EKL and Kubota globally. It’s a win-win strategy,” Fukuoka added.

Also Read: Global 4WD Tractor Market to Reach $24.19 Billion by 2029, Driven by Smart Farming Growth

CMV360 Says

With a strong dealer network, upcoming product launches, and a focus on affordable quality, Escorts Kubota is set to strengthen its position in the Indian tractor market. Backed by Kubota’s global reach and Escorts’ local expertise, EKL aims to rise to the No. 2 spot while expanding exports, offering innovative and cost-effective solutions for farmers in India and beyond.