Mahindra reinforces its focus on family farming at Expodireto Cotrijal 2026.

Mahindra is participating in Expodireto Cotrijal 2026, focusing on family farming and presenting solutions aimed at Brazilian rural producers. A world leader in tractor sales, with global production exceeding 420 units per year, the company is showcasing a portfolio of machines with power ranging from 25 to 110 hp.

Among the highlights are the OJA 3140 tractor, with 40 hp, and the VX90 backhoe loader. These machines cater to family farms and multi-functional field operations, offering efficiency and competitive pricing.

The company considers its presence at the event held in Rio Grande do Sul to be strategic. According to Jak Torretta Jr., CEO of Mahindra in Brazil, the state has a diversified agriculture and a strong participation in the national agribusiness economy. The executive also recalls that the brand's history in the country began in the region.

During the fair, Mahindra will be working alongside the dealerships Agronômica, MSUL, Techmaq, and Tudo Agrícola. The network offers technical support and close contact with producers in the state.

The business strategy includes expanding access to credit. The company offers favorable conditions through the Mahindra Finance factory bank, a DLL program, as well as partnerships with financial institutions, banks, and credit cooperatives. The solutions aim to be tailored to the profile of each producer.

The Mahindra National Consortium is also participating in the fair. The plan includes zero-interest financing and expands access to first-time tractors for family farmers.

The brand arrived in Brazil in 2012 through a distributor. In 2016, Mahindra & Mahindra took over full operation in the country. Today, more than 13 tractors are in circulation nationwide, and the company maintains 87 sales and service points. The goal is to reach 100 units by the end of 2026.