DIMO Agri and Mahindra launch new age Mahindra Yuvo tractor in Sri Lanka

By Asnah Anver

The latest Mahindra Yuvo tractor was launched in Sri Lanka by Diesel and Motor Engineering Plc (DIMO) together with Mahindra & Mahindra Ltd’s farm equipment sector. 

The tractor boasts a superior technology in the range of 30-45 horsepower (HP) segment and promises to give more coverage, faster operations and better quality work.

DIMO Chairman/Managing Director Ranjith Pandithage, speaking at the launch event, stated: “Mahindra and Mahindra is one of the most respected and innovative organisations, especially in the agricultural field.” 

He added that the Indian company, which has been in a partnership with DIMO over the past 27 years, also suits DIMO in terms of its vision. Pandithage stated: “We (DIMO) depend so much on the automobile business but it has been my personal dream of working in association with Mahindra and Mahindra; that we should look at something for the stomach. Farm mechanisation is one of the most important things today. To survive and do farming you need farm mechanisation and I would say Mahindra and Mahindra is a champion at this.”

Mahindra and Mahindra Vice President - International Operations (South Asia) Sanjay Jadhav stated that the multinational corporation is, in terms of volume, the number one tractor company in the world—a position it has held since 2009—as well as the market leader in India. 

A unique feature of Mahindra’s involvement in the sector is its presence throughout the agri-value chain. “Ours is the only company in the world I would say which offers end-to-end agri solutions and is present across the value chain.” Therefore, Mahindra’s involvement goes beyond manufacturing tractors and implements, to soil testing, seed selection, land preparation, irrigation, warehousing and transportation as well. 

The Yuvo, which was introduced in India in December 2016, has thus far sold more than 20,000 tractors in the Indian market. 

“This is a tractor that is doing very well. There is a waiting period in India for this tractor,” Jadhav stated. 

Built on a completely new platform with a unique and industry first 12F+3R full constant-mesh gearbox in the category, the Mahindra Yuvo is touted as an extremely versatile tractor that can be used across 30 different farming applications. It boasts of more coverage, faster operations and better quality of work. 

Moreover, the Yuvo’s advanced technology is designed to help serve the diverse needs of rural and local farmers - from land preparation to harvesting as well as post harvesting requirements - and improve productivity. 

Presenting the Mahindra Yuvo tractor, Mahindra and Mahindra General Manager - Country Head (Sri Lanka) Sagar Bhadkamar stated that Yuvo stands for youth and delivers faster and better results with its powerful engine. The Yuvo is presently priced at Rs. 1.7 million.

In Sri Lanka, Jadhav stated that Mahindra tractors have close to 19% of the market share, holding the second position in this segment. Jadhav is confident that the new tractor will be able to boost the market share, due to its technical superiority, low maintenance, convenience and style which will benefit the target customers of farmers. 

Jadhav added that Mahindra and DIMO will be working closely to communicate and reach out to the farmers in a positive manner about the benefits of the new tractor, to market and popularise the product. 

“That’s how I am sure the farmers will understand the advantages and benefits of this tractor and that will help us grow our market share.”

DIMO Group CEO Gahanath Pandithage added that DIMO activities such as product demonstration and after-sales services will also help boost market share. These include 48-hour delivery of spare parts (which are easily available islandwide), a 24-hour roadside assistance service, training of service dealers and an island-wide service dealer network with technical competency on the Mahindra tractor technology.  Furthermore, DIMO Agri General Manager Gihan Fernando also spoke on this, saying: “We give free demonstrations to farmers islandwide to use Mahindra tractors by the Indian demonstrator. This program happens twice a year, every Yala and Maha. The objective is to educate farmers on how to use Mahindra tractors effectively to gain more productivity.”  Currently the Sri Lankan market sells five Mahindra tractor models including the Yuvo. Jadhav revealed plans of launching two more tractors in Sri Lanka during the fellowship year, including a four wheel drive version of Yuvo.

Citing the Sri Lankan Government’s Food Production National Programme 2016-2018 which addresses agriculture productivity through mechanisation and promotes youth and women in agriculture, Jadhav further expressed plans to work jointly with DIMO and the Agriculture Ministry on this Government program. 

Jadhav stated that Mahindra hopes to bring its many years’ experience connecting governments and farmers in India and various other countries such as Nigeria, Tanzania, and Zanziba in Africa. “It is not just about growing the business of Mahindra and DIMO. It is about how we can contribute in the Government’s initiatives of improving the lives of farmers and productivity for agriculture.”

Meanwhile, DIMO Group CEO Gahanath Pandithage stated DIMO’S plans of venturing into “structured farming” with fertilisers and seeds by the end of this year or the following year. 

DIMO is the only authourised distributor for Mahindra Tractors in Sri Lanka, spanning a relationship of 27 years. For more than two decades Mahindra Tractors have become a household name among farmers—delivered along with the DIMO promise of exceptional customer care. As of today DIMO has more than 40 branches across Sri Lanka which will support the sales of Mahindra Yuvo tractors, along with the over 70 dealers island-wide. 

The Mahindra and Mahindra Group is a diversified company and innovation-led business group offering products and services around the world. Mahindra Group, which operates on the philosophy of ‘Rise’, has over 20,000 employees and is present in over 100 countries with a reach in more than 20 industries and 10 industry sectors encompassing not only the automotive industry and farm equipment but also financial services, information technology and holiday companies among others, Jadhav divulged. 

Pix by Upul Abayasekera