The Yuvraj -215

CASE STUDY

About 80%+ of India s farmers are marginal or small farmers who cultivate land holdings that are small and not amenable to mechanization. Productivity from these fields are low. For Indian agriculture to progress, it is vital that yields from these fields are raised and farm incomes grow. The introduction of technology of which mechanization is a critical part into these fields is the most critical driver of farm prosperity. After extensively researching this segment, Mahindra s Farm Equipment Sector had a brainwave : Why not develop a tractor that costs as much a pair of Bullocks traditionally used to work the land, thereby enabling a quantum leap in farm productivity? Thus was born the Yuvraj-215 , a tractor that is driving unheard of increase in farm productivity on these small plots of land in rural India. The Yuvraj competes in a segment dominated by the unorganized sector and no other branded tractor caters to the needs of the customers. The Yuvraj-215 is a low cost, and economical-to-operate tractor, backed by the reliable and trusted Mahindra brand. However, the task of developing such a tractor was formidable the cost of the tractor had to be kept low enough to make it affordable while at the same ensuring that farmers get the performance levels they expect. Mahindra s R&D team took up this challenge. They captured farmer s insights and conceptualized a product which stands apart in terms of power, speed, fuel consumption, aesthetics, position and draft control and a small turning radius. Concept approaches ranged from A day in a farmer s life , keeping in mind the rational, functional and emotional needs of the customer. Brainstorming on cost saving ideas was conducted during initial design concept finalization. Also an aggressive sourcing strategy and contract manufacturing concept was used to keep the cost of the tractor as low as possible. And in a market where an indigenous 9 HP (Horse Power) Tractor costs Rs.2.0 lakhs (~$4,500), the Yuvraj-215, a 15 HP tractor, introduced a year ago costs Rs.1.75 lakhs (~$4,000). The response to the tractor has been so overwhelming that it is proving to be extremely challenging to meet demand. The Yuvraj-215 is a much awarded product and has been honored with the Golden Peacock Award 2010 in the innovative product and services category. The Yuvraj-215 is a shining ability of our ability to think alternatively and make a difference to the lives of our customers .
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