New Delhi: Mahindra Tractors, a division of the Mahindra Group and a tractor manufacturer by volume, has officially launched ‘Ashwamedh’, a symbolic journey under its national campaign ‘Rag Rag Laal Hai’, commemorating 40 years of undisputed leadership in the Indian tractor industry.
The campaign was ceremonially flagged off from Mahindra’s mother plant in Nagpur, where six specially-branded red tractors began their 45-day journey across India. The Ashwamedh convoy will travel through the country, stopping at over 500 Mahindra dealerships, and engaging directly with lakhs of farmers — the backbone of Mahindra’s success in rural India.
Highlighting Mahindra’s stronghold in the agricultural sector, the initiative celebrates not just technological excellence, but also the emotional and cultural connection Mahindra shares with India’s farming communities. The route will pass through diverse and iconic locations, offering a canvas to showcase India’s agricultural heritage and the enduring trust placed in Mahindra by generations of farmers.
Hemant Sikka, President – Farm Equipment Sector, Mahindra & Mahindra Ltd., commented, “‘Rag Rag Laal Hai’ is far more than a campaign — it is a heartfelt expression of gratitude and connection. It represents the spirit that runs through every Mahindra tractor, and more importantly, through every individual who is a part of the Mahindra family — our farmers, our channel partners, our employees, and their families and the progress we have built together over four decades. The colour red, which adorns Mahindra tractors, symbolises not just our brand identity, but the passion, strength, and leadership that drives us to serve India with pride and our purpose.”
To mark the occasion, Mahindra also hosted festive celebrations at its dealerships nationwide, welcoming employees, channel partners, and their families. This inclusive gesture was designed to honour the dedication of those who have helped shape Mahindra’s rich legacy.
