Mahindra Tractors’ Rural Immersion Program Mahindra & Mahindra’s Farm Equipment Sector (FES),is a part of the US $15.4 billion Mahindra Group. As the market leader in India for the past 29 years, FES has helped bring Farm Tech Prosperity to the Indian farmer with technologically superior affordable solutions. Mahindra has achieved the distinction of being the largest tractor company in the world with tractor sales in more than 40 countries.

The Need: Mahindra Tractors wants to move from being a mechanical engineering company Selling Tractors to a company enabling ‘Farm Solutions’.

Objective: Create a platform, enabling the employees to undertake the organisation shift from Selling Tractors to enabling Farm Solution. Towards this, the employees would undertake rural exposure visits to •

Reconnect with the farming community and farmers

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Interact with the farmers, observe their lifestyles and identify the changing trends in village economies

Needs identification and Program Planning 

Meeting with the coordinator of Project Management team which was overseeing the organizational shift.

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Conduct a trial run of the program

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Design a 3 day program to be conducted simultaneously in Karnataka, Tamil Nadu & Gujarat

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Program Design & Structure 

Duration: 3 day

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On field orientation of employees, this is done through a knowledge docket, enabling the participants of Mahindra Tractors to get data points of the village

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Experiencing the life of a villager: the Mahindra Tractor employees were assigned the task of shadowing the villager, to gain a perspective of their daily life.

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Interacting with village consumers: the daily night interaction with the village community, is a platform for the employees to converse with the villagers and validate their assumptions

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Maintenance of a learning diary, where the employees note their observations, learnings and insights.

Contd.

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Feedback The trial program for Mahindra tractors has been conducted, and we are currently developing the program or Tamil Nadu, Karnataka & Gujarat. The feedback of the teams is as follows  “ have been able to put a face to the statistics and data”  “Farming is changing, this program has helped me realize this change” Testimonies “Has provoked thoughts which is will help us as a company ” Amruta Dubhashi – EA to the CEO

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