Agriculture

Rhino Tractors: Focusing on small farmers

Focusing on small farmers, Assam SAII Motors launched its 22 HP tractor two years ago. Despite a slowdown in the market, it was accepted by the farmers across the country which led the company to establish new manufacturing plant. Mohd Mustaquim reports

Rhino Tractors: Focusing on small farmers

Focusing on small farmers, Assam SAII Motors launched its 22 HP tractor two years ago. Despite a slowdown in the market, it was accepted by the farmers across the country which led the company to establish new manufacturing plant. Mohd Mustaquim reports
 

Big tractor giants have their own footprints in the Indian tractor market. However, over 83 percent of farmers who are holding below two hectares of land, constitute a big market for the small tractors and power tillers. Eyeing this market segment, the manufacturer of power tillers, Kolkata-based Assam Saii Motors launched 22 HP RHINO XT 2022 DI tractor two years ago.

This short journey of Rhino Tractors has been slow but steady. As per the company, its projections for 2016 are dependent on the monsoon. “Hope 2016 will have a normal monsoon when we can reap the fruits of the efforts of last two years, says Manoj Chhawchharia, Chairman, Assam Saii Motors.

Since the monsoon has been poor in two years, the company expects from the Government to make easier finance mechanism to the farmers for tractors and farm machineries.

The awareness for small tractors is gradually growing by the entry of multinational companies. The company expects that this would propel the growth of this sector besides the non availability of labour.

Being a late entrant in the market, the company faces a number of challenges as farmers have their own reservations for new brand and products. “To overcome this problem we are opening showrooms and also having road shows to make them aware,” Chhawchharia adds.

The company has a distribution network equipped with post sales services in Gujarat, Maharashtra and Bihar and in the process of opening showrooms in Odisha. Chhawchharia is quite optimistic and planning to set up a state-of-art-factory in Madhya Pradesh which is one of the largest markets for small tractors.

The company has a number of promotional plans for 2016- 17 but waiting for the forecast of monsoon to finalise what will be most suitable. 

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