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 BRIEF-- OUR CUSTOMER VALUE PROPOSITION Brand Mahindra, will offer customized
global technologies while sustaining its leadership in fuel efficiency and help the farmer evolve to
greater levels of efficiencies in farming and mechanization, thereby increasing his productivity
and enhancing his prosperit y. Thus helping him RISE above his current realm of possibilities.

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 WHO WE ARE
KRBL, DELIVERING FARM TECH PROSPERITY

India is best known for being an agrarian economy with 70% of the Indian population residing in the rural
heartland depending mainly on agriculture.
It still employs 65% of rural workforce in agri & agri related jobs. India is the largest producer of milk, fruits, cashew
nuts, coconuts and tea in the world. Using an arable land of 184 million hectors, Indian produces 204 Million tons of
food grains, which is third largest in the world. India is the second largest producer of wheat,
vegetables (150 Million tons), sugar and fish and the third largest producer of tobacco and rice.
Agriculture has always been a backbone of Indian economy. Still the contribution of Indian Agricultural to the overall
Gross Domestic Product (GDP) of the country has been on the decrease and has fallen from 50% in 1947 to less
than 15 percent in 2011-12
The key factors contributing to this decline are continued usage of traditional low technology farming methods, low
quality inputs like seeds, fertilizers etc. and decrease in soil quality due to improper nourishment.
We being closely associated with agriculture sector since last 60 years understand the situation quite well &
appreciate the need for better farming products & solutions. As an efficient, trustworthy, value for money tractor
brand; we have been working with 22 lakh farmers to enhance their farm productivity. This association has been
carried down through generations with the ownership of Mahindra Tractor.
We being closely associated with agriculture sector since last 60 years understand the situation quite well &
appreciate the need for better farming products & solutions. As an efficient, trustworthy, value for money tractor
brand; we have been working with 22 lakh farmers to enhance their farm productivity. This association has been
carried down through generations with the ownership of Mahindra Tractor.
We are poised to impact the farmer lives positively with a network that covers entire country. With an objective to
usher in enhanced productivity in Indian agriculture and drive prosperity in farmer's life, we are enlarging our value
promise to consumers.
The brand 'Mahindra Tractors' has been transforming from a leading, trustworthy, value for money heritage 'Tractor'
brand into an end to end 'Agri Products & Solutions' brand focused on delivering 'Farm Tech Prosperity'
The need was to provide a complete end to end Agri solutions right from mechanized farming techniques i.e. Tractor
& mechanization to the quality seeds, crop protection, irrigation solutions, agri knowledge dissemination & complete
agronomy support in order to deliver "Samriddhi".
As a first step towards this, a soil and irrigation water testing laboratory was established in F07. Mobile soil testing
laboratories were set up in suicide prone areas like Vidharbha in Maharashtra, Coastal Andhra in Andhra Pradesh
and backward states like Uttar Pradesh.
After realizing the need for a direct interface with the farmers, Mahindra started involving it's channel partners to set
to 155 Samriddhi Centers across India to provide all agri inputs such as tractors, implements, seeds, crop care
products, irrigation solutions & agri knowledge dissemination services like Soil Testing, Agri Counselling, Result and
Method Demonstration, Agri Institution's Visit and Custom Hiring for farm implements for increased productivity.
Mahindra & Mahindra also started working closely towards grape farmers across Nasik & Sangli districts of
Maharashtra to grow quality grapes which qualify European Food Safety Standards making itself as one of the
leading exporters from India.
Subsequently, Mahindra started rewarding & recognizing the farmers at the national level who has been able to drive
the positive change in their farming techniques and shown the rise behaviour in increasing their productivity through
"Mahindra Samriddhi India Agri Awards".
MSIAA in its third year of operation has rewarded 60 farmers across India for their breakthrough contribution in
agriculture

OUR COMMITMENT:
Brand Mahindra will offer superior farming technologies that will help the farmer evolve to greater levels of efficiencies
thereby increasing his productivity and enhancing his prosperity. Thus helping him to Rise above his current realm of
possibilities.

Contact Us:
Mahindra & Mahindra Limited
Farm Equipment Sector
Gate No – 2, Akurli Road,
Kandivali (E), Mumbai – 400101
Tel: +91 22 6648302
Fax: +91 22 2956 2463

Company Leadership

“Leaders of today. Visionaries of tomorrow. Helping farmer grown and live a greater life by fulfilling their
dream of sustainable farming.”
Dr. Pawan Kumar Goenka
Executive Director - Mahindra & Mahindra,
Group President (Auto & Farm Sector), Mahindra and Mahindra,
Member of the Group Executive Board
Mahindra Group

Dr. Pawan Goenka has earned his BS in Mechanical Engineering from I.I.T. Kanpur and Ph.D. from Cornell University, U.S.A.
He is also a Graduate of Advanced Management Program from HBS. He worked at General Motors R&D Centre in Detroit,
U.S.A. from 1979 to 1993. Thereafter he joined Mahindra & Mahindra Ltd., as General Manager (R&D). During his R&D tenure
he led the development of the Scorpio SUV. He was appointed COO (Automotive Sector) in April 2003, President (Automotive
Sector) in September 2005, and President (Automotive & Farm Equipment Sectors) w.e.f. April 2010.
Dr. Goenka received the Outstanding International Advisor Award from SAE in 1997, Charles L. McCuen Achievement Award
for the years 1991 & 1995 from General Motors. Burt L. Newkirk Award for the year 1987, Extraordinary Accomplishment
Award from General Motors in 1986, Distinguished Alumni Award from I.I.T. Kanpur in 2004. He is a Fellow of SAE
International, and of Indian National Academy of Engineers. He received the Engineering Excellence Award 2012 from SAE
India Foundation.
In Jan 2011, Dr. Pawan Goenka was honoured with the Automotive Man of the Year award, at the NDTV Car & Bike Awards. In
December 2011, Dr. Goenka was featured as Autocar Professional’s Man of the Year 2011. He was conferred the ‘CV Man of
the Year’ award at the annual Apollo CV Awards 2012 in recognition of his extensive contribution within the automotive
industry in India and globally.
Dr. Goenka is past President of: SIAM, Society of Automotive Engineers India, and ARAI Governing Council.
Dr. Goenka is on the board of several Mahindra Group Companies.
READ MORE

Mr. Ashok Sharma

President and Chief Executive,
Agri and Africa & South Asia Operations
Member of the Group Executive Board
Mahindra Group

Ashok Sharma is the President and Chief Executive - Agri and Africa & South Asia Operations and a member of the Group
Executive Board of the Mahindra Group.
Ashok holds a Bachelors in Mechanical Engineering from the renowned VJTI, Munbai and a Masters in Management Studies
from the prestigious Jamnalal Bajaj Institute of Management Studies. He is also a certified six sigma black belt from the
Motorola University. Prior to joining Mahindra & Mahindra, Ashok has held successful leadership positions in various Indian
and Multinational corporations like Godrej & Boyce Manufacturing Co., Videocon International, and Daewoo Electronics.
Since 1998, he has been with Mahindra & Mahindra and has headed diverse functions including Sales, Channel, Marketing,
Quality and Strategy, where he contributed significantly to increasing Mahindra & Mahindra’s Market Share in the tractor
business and in sustaining its leadership position.
He is currently the President and Chief Executive of the rapidly growing portfolio of Agri Businesses, the Construction
Equipment business as well the entire Automotive and Farm equipment businesses of the Mahindra Group in Africa and South
Asian markets of Sri Lanka, Nepal, Bangladesh and Bhutan.
Under his leadership, Mahindra’s Agri Business portfolio, which includes fresh produce, irrigation, crop development and
protection inputs, staples, dairy has grown 8 fold in the last 4 years, become one of India’s largest grape exporter with a strong
customer base in Europe and South East Asia, launched India’s first premium fresh fruit brand Saboro, and established ‘Farm to
Fork’ presence across the Agri value chain. Ashok has been instrumental in articulating and pursuing our vision of Delivering
FarmTech Prosperity. It is his passion and commitment to this vision that enables Mahindra to positively impact more than
100,000 farmer lives each year through its Samriddhi network of agronomy, input, and buy back centers.
Ashok has big ambitions for Agri Business. He aspires to make Mahindra Agri Business an end to end solution for all the
farmers’ needs. He wants to make our brand ‘Samriddhi’ synonymous with Indian Agriculture and wishes to enable more than 2
million farmers to Rise by 2022 through the efforts of Mahindra. Samriddhi Centers have so far impacted the lives of around
600,000 farmers and through five editions of Mahindra Samriddhi India Agri Awards, have attracted more than 100,000
agricultural innovations and success stories till date. This year alone, the Awards have attracted a record 40,000 nominations.
Also, as a direct extension of Mahindra’s presence across the value chain, he has exciting plans for creating a strong Food brand
from the stable of Mahindra.
He has equally big ambitions for the group’s businesses in the African continent, where the group has ambitious plans. With a
vision of “One Mahindra in Africa”, Ashok was instrumental in developing an integrated strategy for the Automotive and Farm
Equipment Sector in Africa. He wants to make the Mahindra brand an integral part of the African continent and its people, and
create Rise stories in Africa along the lines of what Mahindra has done in India.
Ashok is also one of the foremost authorities in the world of Quality. He has led Mahindra’s Farm Equipment Sector, Swaraj
Division, and our Powerol Division to successfully challenge the prestigious Deming Prize, and under his leadership Mahindra
Farm Equipment Sector successfully claimed the Japan Quality Medal. Ashok is an advisor to the Union of Japanese Scientists &
Engineers (JUSE), is Chairman of the CII TPM Club of India, and serves on the Technical advisory committee of TUV. He also
serves as a Member, CII Africa Committee
In his spare time, Ashok enjoys reading and meditating. He lives with his wife in Mumbai, India and has a son who has recently
completed a dual degree in Engineering and Management at UC Berkeley.
READ MORE

Mr. Shyam Vembar.

Vice-President Agribusiness

Shyam Vembar is a widely experienced business leader with over two decades of diverse commercial operations and strategic
management roles across industries, countries and continents. He holds a Bachelor's Degree in Chemical Engineering from NIT
Trichy and an MBA from IIM Calcutta. He has held global leadership roles in India, Asia and the US in Business / Commercial
Operations, Strategy and Marketing cutting across the Consumer Goods and Agri Sectors. He joined Mahindra & Mahindra in
early 2011, prior to which he worked for Monsanto and Unilever.
He strongly believes in the Mahindra RISE philosophy of Alternative Thinking, Accepting No Limits and Driving Positive
Change. At work, he values intellectual, emotional and physical energy in his organisation, and loves to work with people who
are young at heart.
READ MORE

Mr. Vikram Puri

CEO, Mahindra ShubhLabh Services Ltd.
Vice President – Mahindra Agri Business

Vikram Puri is a post graduate in Agriculture (Plant Breeding & Genetics) from the Punjab Agricultural University, and
an alumnus of Indian Institute of Management, Ahmedabad (MEP).With 29 years experience as an agribusiness
professional, Vikram has been associated with several Indian companies engaged in the production & marketing of
agricultural inputs and output. He has held senior positions in marketing & business development, operations, Policy,
Strategy and other key functions. He has received specialised training in Process technology (Seeds and
Horticulture) from Sweden & Holland and has successfully handled technology transfers, Project Management &
Commissioning of advanced Agribiotechnology Projects, design & financial restructuring of businesses & projects. He
has also initiated Greenfield JVs with Asian & European companies engaged in Horticulture and Plant biotechnology,
aimed at product delivery to Indian, European and South East Asian Markets.
READ MORE

Watershed Project at Damoh

Providing the motive and means to accelerate economic growth in more than 32 villages in
Madhya Pradesh through watershed management projects, that will benefit over twenty
thousand Indians.
BACKGROUND INFORMATION

Samriddhi ki Aasha–A hope of prosperity

Agriculture is the most water intensive activity in India and is likely to continue to be so in foreseeable future. In terms
of water availability, India is already in the “Water Stressed” category with less than 1700 m3 water per person per
year and is expected to reach “water scarse”(less than 1000 m3 water per person per year) zone by 2030. Agriculture
is the largest consumer of fresh water with as much as 84% of total usage is for agriculture. Our ability to harness a
larger proportion of precipitation available to this vast country and make consumption more efficient will determine
sustainability of agriculture processes. The next leap in agricultural productivity will depend on harnessing and using
the existing water resources more judiciously and efficiently by leveraging the potential of micro-irrigation and
watershed development. Mahindra‘s entry into the micro-irrigation business and the Integrated Watershed
Management Project (IWMP) are two big steps towards making agriculture a sustainable practice in years to come.
 Mahindra is implementing the integrated watershed management projects in 32 villages in the district of Damoh in
Madhya Pradesh in public-private partnership with the state government. The project covers 9,660 hectares of area
and will directly impact 20,000 Indians.
The project is tightly aligned to our vision – Deliver Farm Tech Prosperity and our philosophy of Rise. It was triggered
by the desire of the business to Drive Positive Change in the water scarce regions of our country.

CONDITION BEFORE WE STARTED OUR WORK IN THE REGION

Water table (depth in feet) 45

Average distance travelled to collect water (km) 1.5

Per capita income (per day) (Rs) 9

Number of crop taken per year 1.3

Agriculture Yield (quintals per hectare) 6.2

People with bank accounts 660

OBJECTIVE OF THE PROJECT:

The project aims to address following key issues of the area:

 Improving water availability through building of watershed structures
 Restoring ecological balance by conserving and developing natural resources i.e. soil, water and vegetation
 Mobilizing community through formation of community-based organizations
 Increasing area under cultivation and cropping intensity
 Creating livelihood and self sustenance in the region
 Bringing about holistic development through interventions in health, sanitation and education
 Increasing per capita income by at least twofold
OUR INTERVENTIONS
We have constituted a 19 member team in our project location. The team's primary objective is to create awareness
about the program; enroll participation from the community and ensure superior execution of the planned activities.

OUR TEAM
Initially, the team conducted extensive Participatory Rural Appraisal, where people of the village participated in the
ideation of development works. People drew maps of their villages and explained which places they need
intervention. This has led to awareness amongst all in the village. An example is when a 13 year old boy – Dinesh
Kurmi, came forward during a 26th January function and explained with the help of the map, the entire Watershed
related interventions in his village. The Government and M&M team visiting the village was taken by surprise with the
awareness level of the young village boy.
We completed 32 high impact Entry Point Activities like School Boundary walls, Cement concrete roads and
Crematoriums which have helped the community participate in the development work.

CHECK DAM - BEFORE CHECK DAM - AFTER

The core work in Watershed Development is construction of Soil and Water conservation structures. So far we have
completed.
Check dams 8

Ponds and tanks 17

Soil Conservation Structures (Stone outlets, Gully Plugs) 1100

Bunds and Trenches 80000 running meters

Water storage capacity created 450 million litres

52 hectare land has been brought under vegetation and horticulture development.

PERCOLATION TANK, JHAPAN VILLAGE - BEFORE PERCOLATION TANK, JHAPAN VILLAGE -

AFTER
SOMKHEDA VILLAGE CEMENT CONCRETE ROAD - BEFORE SOMKHEDA VILLAGE CEMENT
CONCRETE ROAD - AFTER

PRODUCTIVITY ENHANCEMENT MEASURES

More than 1200 farmers received an improved variety seeds from us in the Rabi (Wheat) and Kharif cycle (Paddy,
Pigeon pea, Black gram and soyabean) in 2012. Most farmers have registered productivity improved by 25-30%.
Our Community Development Officers go to the villages and help in formation of Self Help Groups (SHGs). These
SHGs comprise of minimum five village women. They are given training about livelihood enhancing activities like
sewing, goat-rearing, etc. They are provided revolving funds to start these activities as a micro-enterprise. More than
200 SHGs have been formed so far and 40 have been granted revolving funds. Others are in processes of grading.
These enterprises are helping the women's groups earn up to Rs 3000 per month.

SELF HELP GROUPS AT WORK

The team conducts regular meetings, involving community in the development work for planning and execution. Visits
of Government officials and agri-scientists to the area helps in creating awareness within the project area about
various government schemes.

SELF HELP GROUP MEETING

 Senior management from M&M visits the area frequently and motivates people. One such example is that of 26th
January, when senior executives felicitated Watershed Committees and encouraged people to participate in the
development work with full commitment and passion.
Other initiatives for awareness creation are:
a. Exposure visits of farmers to nearby districts for irrigation avenues.
b. Resource persons from the communities who have successfully made agriculture a gainful venture by judicious
utilization of available water, were invited to share their experience.
c. Visits to KVKs and agri-universities.
COMMUNITY EMPOWERMENT
Community is being empowered through following de-centralized organizations:
a. Watershed Committees – Decision making body comprising of local villagers. They decide which activity has to be
done and are pivotal in implementing the planned activity.
b. User groups – Groups comprising of local villagers who are responsible for taking care of the structures built. They
also maintain bank accounts for user charges. It will ensure sustainability of the structures.
c. Self Help Groups – Women members from villages. They are trained in micro-enterprises like goat-rearing, sewing
etc. and will add to the income of their families.
d. Seed production societies – Group of farmers, who will make available breeder seeds and high yielding gen- 1 and
gen-2 seeds. These seeds will be distributed to the farmers in the project area and adjoining fields.
ENVIRONMENTAL IMPACTS
Our project will help create a forest cover on 1000 ha of land. This will also be instrumental in conserving natural
resources like soil and maintaining environmental balance.
 With our water conservation structures, we will create 42 million m3 water storing capacity in the area. This will also
increase water table level in the area.
 The soil and water conservation measures will reduce the erosion of the fertile top layer of the soil improving soil
health, helping maintaining humidity, recharge water in the ground and increase in yield.
 Farmers are adopting micro-irrigation systems like Drip and Sprinkler, which will help them prudently use water for
irrigation.
 OUR OFFERINGS PAGE

SAMRIDDHI CROP CARE BY MAHINDRA OFFERINGS

 BIOLOGICAL PRODUCTS

 INSECTICIDE

 FUNGICIDE

 HERBICIDE

 NUTRIENTS
KNOWLEDGE CENTER

How to take care of crop?

Some plants need more care than others, but all plants need some amount of attention.

MORE YEILDS WITH MEDICINAL PLANT PRODUCTION

Mr. April Mai Tiu is a progressive agriculturist from West Singhbhum. He has done a training programme on
Agribusiness and Agriclinic.
 SAMRIDDHI SEEDS OFFERINGS

 FIELD CROP SEEDS

 VEGETABLE SEEDS
KNOWLEDGE CENTER

Importance of Quality Seeds

Using seed of lesser quality will introduce more weeds and off-types into your crop...

SEEDS OF PROSPERITY
Sowing Samriddhi seeds helped me greatly, such that my sugarcane yield increased by more than 25% in the first
year itself.

SERVICES OFFERED AT SAMRIDDHI CENTERS

 SOIL TESTING

 AGRI COUNSELING
 AGRI CLINICS

 AGRI INSTITUTION VISIT

 ADVISORY SERVICES

 MECHANIZATION SOLUTIONS

 IRRIGATION SOLUTIONS
SOLUTIONS AVAILABLE AT SAMRIDDHI CENTER

They offer every farmer easy access to hybrid seeds, crop care products, micro-irrigation products , soil and water
testing facilities, finance and insurance, tech-interface.

HELPED ME IN MAKING EXTRA SAVINGS

Our drip irrigation system has helped Mr. Rohidas in increasing his overall productivity through improved & sustained
water efficiency.
 Mahindra F&V
With operations in 4 continents, we are the leaders in export of grapes to Europe.
We started exporting grapes to Europe and UK in 2005. Within four years of our operations we established itself
ourselves as the leading exported of grapes from India, a case study published by UN-FAO. An overwhelming
response from UK & European countries made us extend our grapes offering to the Middle East and South East
Asian countries. Encouraged by the growth across 4 continents, we decided to import fruits like Apples, Pears and
Citrus from the basket of fruits available with our business partners.

OUR OFFERINGS

 GRAPES

 BANANAS

 APPLES

 CITRUS

 PEARS

GLOBAL CERTIFICATION
An active partnership between mobile network operators, mobile device manufacturers...Know More
QUALITY CRITERIA
With a full fledged quality control mechanism in place, we ensure that even the slightest compromise on
quality is ruled out...Know More
CONTACT US

Offering a juicy treat to the world

 Our diverse set of partners, strengthen us with their expertise and wide spread network. Know More

TESTIMONIALS

A QUALITY THAT SPEAKS FOR ITSELF

Over so many seasons your support has been fantastic and the quality of your produces speaks for itself.Read The
Full Story

KRBL PROVIDING SOLUTIONS TO FARMERS

At EPC, we strive to provide solutions to farmers in modern scientific water management
through customized micro-irrigation systems and agronomical support in order to achieve
superior product quality and higher crop yields.

IRRIGATION SYSTEM OFFERINGS PEOPLE HAVE ALREADY TAKEN THE OATH OF

PROSPERITY. HAVE YOU?

 DRIP IRRIGATION

 SPRINKLER IRRIGATION

 RAIN GUN

 PUMPS

 PIPES
 Locate: Demo Plot Dealer

GO

Why Micro-Irrigation

As the water availability is limited we have to derive the methods to optimize its use and at the same time provide
more yield to feed increased population.

Read The Full Story

MICRO-IRRIGATION HAS HELPED ME BY INCREASING THE YIELD OF CHILLY PRODUCTION,

WHICH IS NOW UP BY 51%

Farmer Name: Shri Praful Baburao Gatfane

Read The Full Story