Mahindra targets horticulture sector with JIVO tractor

Mahindra & Mahindra has unveiled a third new tractor platform in three years called the Mahindra JIVO.

Mahindra & Mahindra has unveiled a third new tractor platform in three years called the Mahindra JIVO. After focussing on powerful tractors in the preceding NOVO and YUVO platforms, Mahindra has designed the JIVO to penetrate the less than 30 HP segment. What sets this platform apart from competitors is its compact design aimed at horticulture and row crop farming sector.

The JIVO platform is seeking to target the affluent farmers in this category by providing a powerful yet compact option. The tractor is equipped with 4WD, Automatic Depth & Draft Control, 750 kg lift capacity, improved fuel efficiency, engine power of 24HP and Power Take-off of 22HP. It offers a narrower turning radius, making it ideal for applications such as vineyard spraying and harvesting of sugarcane and cotton.

Speaking at the launch, Pawan Goenka, Managing Director, said: “With innovation and technology as its bedrock, Mahindra is working on redefining the face of farming. We have embarked on various initiatives towards this end and our recently launched Farming 3.0 platform will help in taking farm mechanisation to the next level. The launch of the JIVO platform is another significant step in that direction.”

The tractor will be priced at ₹3.9 lakh and a multi-coloured version is at ₹4.05 lakh. The higher variant will be equipped with Mahindra’s Digisense technology, which provides the farmer mobile alerts about the tractor’s performance and location tracking.

Starting April 25, these tractors will be available only in Maharashtra and Gujarat owing to the prevalence of affluent horticulturists in these States. Introduction in Karnataka and Madhya Pradesh will follow suit. The company also announced their intention to launch 20HP and 2WD tractors on the same platform aimed at other agricultural sectors by the year-end.

Rajesh Jejurikar, President, Farm Equipment Sector, said that the new tractor would enable higher power, performance and profit for the farmer.

JIVO – as its name suggests, Jejurikar said, aims to bring vitality to the farmer.