M&M plans to establish new plants in African market

Tuesday 26 April 2011, 00:00 AM by Vikas Yogi

Mahindra & Mahindra, a leading tractor maker in the world market, is planning to set-up an assembly plant in a number of African countries including Tunisia, Morocco, South Africa, Kenya, Ethiopia and Zambia. The move has been taken in a bid to enhance its footprints in the rapidly growing African market.

Mahindra & Mahindra
already has a considerable presence in the African market with satellite plants in Gambia, Chad, Mali, Ghana & Nigeria for farm equipment. The new facility of the company will be utilized in the assembling of light commercial vehicles, three-wheelers and utility vehicle Bolero.

In a statement given to reporters, Pravin Shah, chief executive, international operations, automotive and farm equipment sectors, said, "Africa is an opportunistic market. We are following the bottom of the pyramid products strategy where we will leverage our product portfolio, which includes three-wheelers, LCVs, Bolero, to grow further into the African market."

While further elaborating company’s presence in the African market, Mr. Shah said, the company is currently present in 24 out of the 53 countries and it is the only Indian tractor company among the few in the world that have set up tractor assembly facilities in Africa.