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Mahindra To Have Plants In African Countries
Already, the auto major has satellite plants in Gambia, Tchad, Mali, Ghana & Nigeria for farm equipment, will use its facilities to assemble three-wheelers, light commercial vehicles and utility vehicle Bolero to drive volumes in an economy marked by increasing disposable incomes.
Pravin Shah, chief executive, international operations, automotive and farm equipment sectors said that Africa is an opportunistic market. Mahindra is following the bottom of the pyramid products strategy where the company will leverage product portfolio that includes three-wheelers, LCVs, Bolero, to grow further into the African market.
Mahindra & Mahindra plans to take on a country manager, who will spearhead its fast-paced expansion plans in Africa. And in some key markets, a team of 7-8 people have been deployed.
Shah said that they are currently present in 24 out of the 53 countries and they are the only Indian tractor company, and among the few in the world that have helped set up tractor assembly facilities in Africa. With the support from the local government, Mali assembly plant was set up by New Delhi-based export house Angelique International.
Further, Shah added that they have a strategy of growing through our partners, who understand the local market. Apart from fuelling the agricultural growth both these plants are creating jobs for local manpower. The company has test marketed tractors from the Chinese ventures in a bid to address the lower-end segment.
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