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Mahindra Tractors launches Ashwamedh journey under Rag Rag Laal Hai campaign, celebrating 40 years of leadership and farmer connections.
Key Highlights:
Mahindra launches 'Ashwamedh' under 'Rag Rag Laal Hai' campaign.
Celebrates 40 years of leadership in the tractor industry.
6 tractors to visit 500+ dealerships across India in 45 days.
Events are planned for employees and their families.
Focus on farmer engagement and rural connections.
Mahindra Tractors, the world’s largest tractor manufacturer by volume, has launched a new nationwide initiative called ‘Ashwamedh’. This new journey is part of Mahindra’s ongoing and popular campaign ‘Rag Rag Laal Hai’ and celebrates the company’s 40 years of leadership in India’s tractor industry.
The ‘Ashwamedh’ journey officially began on Friday from Mahindra’s Nagpur manufacturing plant, and over the next 45 days, it will travel across several Indian states.
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As part of this campaign, six specially designed Mahindra tractors will form a convoy and travel throughout India. These tractors will visit over 500 Mahindra dealerships, meeting thousands of farmers during the journey.
The aim of this initiative is to highlight Mahindra’s strong bond with Indian agriculture and showcase the diverse farming practices and culture of various regions across the country.
To build stronger ties with rural communities, Mahindra will also host special events at dealerships. These events are designed for employees and their families to appreciate their dedication in sales and service operations.
Mahindra believes that the hard work of its dealership teams and employees has played a major role in creating a powerful and wide-reaching network across India. Through the ‘Rag Rag Laal Hai’ campaign and Ashwamedh initiative, Mahindra aims to strengthen this connection even further.
Hemant Sikka, President of the Farm Equipment Sector at Mahindra & Mahindra Ltd., shared his thoughts on the campaign:
“Rag Rag Laal Hai is more than a campaign. It is a deep and emotional connection. It shows the spirit that lives in every Mahindra tractor and every person in the Mahindra family. This includes our farmers, employees, channel partners, and their families. We are proud of the progress we have made together in the last 40 years. The red colour of our tractors is not just a colour. It is a symbol of our passion, strength, and leadership. It pushes us to serve our country with pride and purpose.”
Mahindra also organized special celebrations for employees, their families, and channel partners as part of the Ashwamedh journey. These events were a way to thank and honour the contributions of everyone who has helped Mahindra grow over the years.
With this campaign, Mahindra is not only celebrating its 40-year journey in the Indian farm equipment market but is also looking forward to building even stronger relationships with farmers across the country.
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The Ashwamedh initiative marks Mahindra’s 40-year journey in India’s tractor industry. Through dealership visits and farmer interactions, it aims to celebrate achievements, strengthen rural ties, and deepen connections with the farming community. It reflects Mahindra’s continued commitment to Indian agriculture and its vision for a stronger, united farming future.