Bhargav TS

Mahindra & Mahindra has launched its technologically advanced Arjun Novo tractors today in Chennai. The company has replaced its existing product Arjun 605DI with the new one, which is built on a new platform and available in 2 variants of 57HP – 605DI-i and 52HP – 605DI-PS. The new high power tractor is designed and developed in Mahindra Research Valley (MRV) in Chennai at an investment of Rs 250 crore.

IMG_2637Mahindra launched its Arjun range of tractors in the year 2000 and since then it has been a successful model for the company. In order to strengthen its position in the above 48 HP tractor segment the company has developed this new Novo range of tractors. The word Novo, which in Latin means renew and invent and also interestingly ends with ‘O’ which seems to be lucky for Mahindra. The outgoing Arjun tractors range was in the range of 49.9 HP and 57 HP and the new Arjun Novo will be in between 52 HP and 57 HP.

Dr Pawan Goenka, Executive Director, Mahindra & Mahindra said, “With the launch of the new Arjun Novo, we have deployed technology innovation to set new benchmarks thereby reinventing ourselves to stay ahead. This is a perfect example of the Mahindra Rise philosophy of ‘Alternative Thinking’ based on deep understanding of unmet customer needs. We are confident this will be a category defining launch.”

Arjun Novo comes in both open station as well as an air conditioned cabin, a unique offering in the sub 60HP tractor segment in India and priced very aggressively at a base price of Rs 7.35 lakh (ex-showroom Pune). It is also the first tractor to be rolled out of the higher HP platform and has been developed through extensive research and insighting conducted with over 100 farmers, across 10 states to understand the mechanisation needs of farming community. The development of Mahindra’s new Arjun Novo involved seeding phase, in which a total of 73 tractors were tested on its performance in 40 applications across 8 states for a cumulative 70,000 hours. Compared to industry standards, this has been one of the most extensive testing, in terms of its rigour and magnitude.

Citing a reason for launching higher horsepower engine, Rajan Wadhera, Chief Executive and Head – MRV, Mahindra & Mahindra said, “The customer expectations have increased in terms of performance and technology, and moreover mechanisation has increased because of an acute shortage of labour in agricultural farms. Going forward we will be expanding our Novo range by bringing in 4-6 variants in the coming years.”

The new Arjun Novo features the technologically advanced, new generation Mahindra engine that provides best in class productivity and efficiency. It is equipped with advanced synchromesh 15F + 3R transmission that gives ideal speed for use of any implement and precision hydraulic with highest pump flow for quick lowering. Novo range of tractors are manufactured in the company’s Nagpur facility and plans to manufacture its upcoming models in its Zahirabad plant in Telangana.


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