Mahindra celebrates 2 years of operation in Brazil

On the 17th, last Wednesday, Mahindra celebrated two years of operation in Brazil. Even though it has been present in the country since 2013, it was in 2016 that the Brazilian manufacturing unit began to respond directly to the Mahindra USA.  

The anniversary event took place at the factory, in Dois Irmãos/RS, and brought together employees and collaborators. With an Indian decoration, alluding to the origin of the brand, present in the market since 1945, the event had the general director, main leader in Brazil, Jak Torretta Jr., opening and leading the meeting.

“When I was invited to take over operations in Brazil, on October 17, 2016, I knew that the challenge would not be easy. But with the team I have, committed professionals committed to the company, I am sure that we will increasingly strengthen Mahindra's image in the country and transform it into a well-known and recognized brand in the national market,” said Jak.  

He also highlighted the achievements in the period, such as the redefinition and nationalization of the portfolio, with nine new products in 24 months. The adaptation to the demands of the Brazilian market, which was marked by the campaign, officially launched at Expointer, “Made in Brazil. To Brazil.” There were more than R$10 million in investments in product engineering, always focusing on the brand's DNA: products for family farmers and medium-sized producers. “We are the best-selling tractor brand in the world. We have unique features such as low fuel costs, greater robustness and we are the only brand in Brazil that offers a 6-year warranty. We still have a lot to grow. And with all this strength under our belt, I am sure that we will show that Mahindra will be the number 1 brand in Brazil as well”, concludes Torretta.

The growth target for the period from April to September 2018 is 15,7%. Almost 2% above the growth estimated by the industry, which is 13,9% for the same period. And for F20, growth of more than 50% in relation to F19 is estimated. The commercial team is led by Jalison Cruz. “Our challenge is great, but I'm sure that with everyone's support, we will succeed,” he said.

This is all supported by the Mahindra Dealership Network. Another important strategic pillar that will help build the brand in Brazil. Today there are 25 points of sale nationwide. The goal is to look for 10 more, this year.

Alexandre Monteiro, Specialist in Dealership Development, has only been with the company for three months and has already reported his satisfaction in working on the team. “I am very happy to be part of this challenge. I want to live up to the investment they make in my professional profile”, assured Alexandre. “I see a very promising future for Mahindra. We have a product and people engaged. And now we will have Network! So we will have everything to make the brand grow strong in Brazil”, he concluded.  

Mahindra is the 55th organization in the world considered “the best company to work for”. And it was with this feeling that the Mechanical Engineer, Rodrigo Iplinski, the first Brazilian to have contact with a Mahindra tractor, puffed up his chest and said he will never leave the company, only when he retires. In short, Rodrigo participated in a technical training in May/1, in India, in which he would be the instructor for all future training in Brazil. He became the 2008st Mahindra Specialist in Brazil and also made the first nationalized tractors. He also participated, in 1/2012, in the transition process from Bramont, the company that had the brand concession in Brazil, to Mahindra USA. “Mahindra demanded that 2013% of employees be retained. Even though they had to wait for bureaucratic procedures and the search for managers and leaders, everyone received their salaries on time. This professional responsibility towards employees made a big difference in the company”, stated Rodrigo. Today, engineering has a team, a leader. “I'm no longer alone, I have a manager, a plan, a direction, I have someone to follow. It becomes easier to reach the result”, highlighted Iplinski. Passionate about what he does, he wants Mahindra to be recognized in Brazil with the same global strength. “I want to be part of this story and tell this story for the rest of my life”, he concluded emotionally.

The event was also attended by Indian Mukund Ukarande who, for a few months, will participate in the routine of the Brazilian manufacturing headquarters. In addition to translating the achievements to India, it brings some innovations and technological improvements used in the USA and other markets. But its main mission is to help the development of products at a better cost, with a focus on obtaining the nationalization index for Finame. For Mukund, Brazil needs to connect more with the company in India. “You need to highlight the country’s potential. India needs to believe and see the value and riches that are here and how the brand needs to invest here, so that in the future Mahindra can also be a consolidated and strong brand in Brazil”, he concluded.