Nagpur, April 18, 2025: Mahindra Tractors, a part of the Mahindra Group and the world’s largest tractor manufacturer by volume, today flagged off ‘Ashwamedh’ – a key initiative as part of its inspiring national campaign ‘Rag Rag Laal Hai’. This campaign marks four decades of Mahindra’s unmatched leadership in the Indian tractor industry and its enduring commitment to the nation’s farmers.

The campaign commenced with a ceremonial flag-off from Mahindra’s mother plant in Nagpur, where six specially designated tractors, began a symbolic and spirited journey. Over the course of 45 days, the Ashwamedh convoy will traverse the length and breadth of India, visiting over 500 Mahindra dealerships and engaging directly with lakhs of farmers — the very foundation of Mahindra’s success in rural India.

The convoy will pass through iconic locations across the country, capturing India’s rich agricultural legacy, cultural diversity, and the unbreakable bond between Mahindra and the farming community. Through this initiative, Mahindra aims to honour the loyalty of its customers and reinforce its deep-rooted presence in the agrarian landscape of India.

Commenting on the campaign, Mr. Hemant Sikka, President – Farm Equipment Sector, Mahindra & Mahindra Ltd. said, “‘Rag Rag Laal Hai’ is far more than a campaign — it is a heartfelt expression of gratitude and connection. It represents the spirit that runs through every Mahindra tractor, and more importantly, through every individual who is a part of the Mahindra family — our farmers, our channel partners, our employees, and their families and the progress we have built together over four decades. The colour red, which adorns Mahindra tractors, symbolises not just our brand identity, but the passion, strength, and leadership that drives us to serve India with pride and our purpose.”

Adding a distinctive touch to the campaign’s launch, Mahindra had simultaneously hosted celebratory events at its dealerships, bringing together not only the sales and service teams but also their families. This inclusive celebration served as an acknowledgment of the unwavering support and contribution of Mahindra’s channel partners and employees, who have played an instrumental role in strengthening the brand’s legacy.

With ‘Rag Rag Laal Hai’, Mahindra Tractors reaffirms its vision of empowering the Indian farmer, celebrating its storied legacy while driving towards a future defined by innovation, inclusivity, and continued leadership in the farm equipment space.

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About Mahindra Tractors:

Built ‘Tough’, Mahindra Tractors are reliable and are designed and engineered to meet the most demanding and diverse farm and non-farm conditions, earning the trust and loyalty of millions of farmers worldwide. Made in India, Mahindra Tractors offers the widest range of tractors, known for their exceptional build quality and performance on rugged and unforgiving terrain, equipped with world-class engine, powertrain, and aggregate technologies for best-in-class performance and operator comfort.

Based on Mahindra’s world-class research and development, product development and robust testing standards at Mahindra Research Valley (MRV), Chennai, Mahindra rolls-out its tractors from 5 state-of-the-art manufacturing facilities located in Mumbai, Nagpur, Zaheerabad (Telangana), Jaipur and Rudrapur (Uttarakhand). With each plant having jointly contributing to delivering Mahindra’s 40 Lakh tractors, these plants have set new benchmarks by conforming to quality manufacturing, operational excellence through TPM compliance and sustainable manufacturing practices. Besides India, the company also has a manufacturing and assembly presence in North America, Brazil, Mexico, Finland, Turkey, and Japan through subsidiaries.

Beyond Tractors, Mahindra has a range of farm machinery, including tractor propelled and self-propelled products, through acquisitions and alliances with global farm equipment brands and startups in the agri-technology space.

About Mahindra

Founded in 1945, the Mahindra Group is one of the largest and most admired multinational federation of companies with 260,000 employees in over 100 countries. It enjoys a leadership position in farm equipment, utility vehicles, information technology and financial services in India and is the world’s largest tractor company by volume. It has a strong presence in renewable energy, agriculture, logistics, hospitality and real estate. The Mahindra Group has a clear focus on leading ESG globally, enabling rural prosperity and enhancing urban living, with a goal to drive positive change in the lives of communities and stakeholders to enable them to Rise.

Learn more about Mahindra on www.mahindra.com / Twitter and Facebook: @MahindraRise/ For updates subscribe to https://www.mahindra.com/news-room

Media contact information

Arthur Serrao
Communications – Mahindra Farm Equipment Sector
Email  - [email protected]
Cell No.  - 8828168630