Mahindra Tractors flags off ‘Ashwamedh’ as part of its Nationwide ‘Rag Rag Laal Hai’ Campaign

18 April 2025, Nagpur: Mahindra Tractors, a part of the Mahindra Group has flagged off ‘Ashwamedh’ – a key initiative as part of its inspiring national campaign ‘Rag Rag Laal Hai’. This campaign marks four decades of Mahindra’s unmatched leadership in the Indian tractor industry and its enduring commitment to the nation’s farmers.

The campaign commenced with a ceremonial flag-off from Mahindra’s mother plant in Nagpur, where six specially designated tractors, began a symbolic and spirited journey. Over the course of 45 days, the Ashwamedh convoy will traverse the length and breadth of India, visiting over 500 Mahindra dealerships and engaging directly with lakhs of farmers — the very foundation of Mahindra’s success in rural India.

The convoy will pass through iconic locations across the country, capturing India’s rich agricultural legacy, cultural diversity, and the unbreakable bond between Mahindra and the farming community. Through this initiative, Mahindra aims to honour the loyalty of its customers and reinforce its deep-rooted presence in the agrarian landscape of India.

Commenting on the campaign, Mr. Hemant Sikka, President – Farm Equipment Sector, Mahindra & Mahindra Ltd. said, “‘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.”

Adding a distinctive touch to the campaign’s launch, Mahindra had simultaneously hosted celebratory events at its dealerships, bringing together not only the sales and service teams but also their families. This inclusive celebration served as an acknowledgment of the unwavering support and contribution of Mahindra’s channel partners and employees, who have played an instrumental role in strengthening the brand’s legacy.

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