Professional Documents
Culture Documents
ACRJ
Vanraj Mini-Tractors:
The author is a doctoral can-
didate in marketing at the In- Is Small Beautiful?
stitute of Rural Management
Anand (IRMA). He would
like to express his gratitude “We are almost ready for the commercial production of
to J. H. Trivedi, J. D. Patel, 10 horsepower Vanraj mini-tractors,” said Jagdip Trivedi,
and Pragnesh Patel for their
unstinted support and co- proudly showing the Central Motor Vehicle Rules (CMVR)
operation in data collection. compliance certification from the Central Farm Machinery
He would like to thank Pro-
fessor Debiprasa Mishra for Testing and Training Institute at Budhni in Madhya Pradesh.
his guidance throughout the
case writing and Professor
CMVR certification permits commercial sales and registration
Arvind Gupta for his helpful of vehicles with the Regional Transport Offices (RTOs) in
inputs to the teaching note.
The intention of this case is India. Trivedi had sent registration circular to all district
to portray the dilemma faced RTOs in the states of Gujarat, Madhya Pradesh, Maharashtra,
by the decision maker and not
to judge correct or incorrect and Uttar Pradesh, as he was planning to roll out this
handling of the situation. wonder machine soon. Trivedi was one of the three partners
Please address all correspon- in M/s Pramal Farmatics Pvt. Ltd., which was ready to
dence to Pratik Modi, Doc- manufacture and market 10 horsepower (HP) mini-tractors
toral Researcher, Quarter No:
C–28, IRMA Campus, In- under the brand name ‘Vanraj’.
stitute of Rural Management,
Anand (IRMA), Anand –
“My immediate concern is to select the most appro-
388 001, Gujarat, India. E-mail: priate market segment for Vanraj. We are a small-scale
pratikmodi_78@yahoo.com.
industry and we have to be extremely productive in our
marketing efforts,” said Trivedi. A study conducted by some
management students under the guidance of Trivedi identified
four market segments for the Vanraj tractors: small and
marginal farmers, large farmers, industries, and horticulture
farmers. Marginal and small farmers were large in numbers
but no big player currently served this segment. The level
of farm mechanization was extremely low in the segment
as these farmers continued subsistence farming using
bullocks for tilling and other agricultural operations. Large
aFarmers with more than 4 hectares of landholding are referred to as large farmers
throughout this case.
bMore than 30-horsepower tractors are referred to as big tractors and less than 20-
eVanraj refers to the lion and translates as ‘The King of the Forest’.
fUnder the Industrial Development Policy, specialized agencies of the sState
governments set up industrial estates with myriad basic facilities. The Gujarat
Industrial Development Corporation (GIDC) was the agency in the State of Gujarat.
The Vittal Udyognagar Industrial Estate was one such estate set up by the GIDC.
ADVANTAGES OF VANRAJ
TRACTORIZATION IN INDIA
INDUSTRY OVERVIEW
MARKET SEGMENTS
THE DILEMMA
States Area (in ‘000 ha) under Fruits Area (in ‘000 ha) under Vegetables
1991–92 2001–02 1991–92 2001–02
Maharashtra 256.1 582.8 241.1 402.4
Gujarat 84.5 149.0 114.6 232.2
Uttar Pradesh 303.2 288.3 576.7 777.9
Madhya Pradesh 64.7 46.6 176.4 136.4
Source: H. P. Singh, Prem Nath, O. P. Dutta, and M. Sudha (2004), Horticulture Development, State of the Indian Farmer: A
millennium study, vol. 11.
Weight of Tractor
Tractor Dimensions
• Length: 2350 mm
• Width: 975 mm
• Height: 1805 mm
• Ground Clearance: 200 mm
• Wheel Base: 1625 mm
Engine
• Maker: FieldMarshal
• Type: Four stroke direct injection
• Horse Power: 9.5 HP
• Bore/Stroke: 85/110 mm
• No. of Cylinders: One
• Capacity: 625 CC
• Cooling System: Air cooled
• Air Cleaner: Oil bath type with pre-cleaner
• Fuel Equipment: Plunger type fuel pump
• Fuel Consumption: approximately 1.5 litres per hour
Hydraulic System
Transmission
Tyres
Electricals
• Battery: 12 V–75 AH
• Starter Motor: 12 V Solenoid operated
• Alternator: 12 V Inbuilt voltage regulator
• Lights: 12 V
Oil Capacities
Trailer