Business – India;Tr actor Industry Malabika Sarkar,Shweta Bhanot Picture this: A bright and sunny day at a village in Punjab. Farmers are gathering at an empty plot of land demarcated by colourful flags and banners. No, it is not an election rally, but a consumer con tact programme organised by a tractormanufacturer for the potential buyers. Free demonstrations and test drives are offered with a smile, while the trained field staff showcases its prowess in engaging farmers with a well-orchestrated product spiel and with details of the financing options available, if they choose to buy a tractor from its wide range. At Rs 14,000 crore, India has the world’s largest tractor market, with a total sales volume of 3,04,000 units in 2008-09, up from 1,60,000 tractors in 2003. Comparatively young by world standards, it has expanded at a spectacular pace in the last four decades. In the last six years itself, the tractor market has grown 89%. The industry is expected to grow between 5% and 8% in financial year 2009-10. And such consumer events are not one-offs. They are regular and an integral part of the marketing strategy of tractormanufacturers. A tractor is among the three most important investments made by a farmer in his lifetime, with a marriage in the family and a house being the others. Ironically, India has less than 10% tractor ownership. At the same time, the usage is as high as 35%. Which means, a large number of farmers use tractors on rent. Little wonder that tractor marketers, big and small, are trying out all the tricks in their books to woo potential buyers. Interestingly, Indian tractors are the cheapest in the world . By some estimates, the cost of a tractor produced in India is as much as the cost of its gear box in a developed country. The scope for exports, therefore, is tremendous. Back to India, the tractor market is broadly classified into four segments—machines with less than 30 hp (horsepower), the 30-40 hp, the 40-50 hp and the 50 hp-plus segments. India has been predominantly a 30-40 hp market. Of the total number of tractors sold last year, an overwhelming 2 lakh were in the less than 40 hp segment and the remaining in the 40 hp-plus segment. The industry estimates that the 40 hp- plus segment will come to represent 38% (1,10,000 units) of the industry by 2015. Indeed, the whole industry is at the threshold of a revolution, says Gopal Krishna, head, marketing and exports, Same Deutz-Fahr Group (SDF). He says that more sophisticated and powerful tractors are making their way into the market. This is courtesy a large exodus of farmers into urban areas, which in turn makes labour scare and costly in rural areas. “The dependence on machines is increasing everyday. With leasing gaining in importance—because the future is expected to lie in co-operative farming—powerful tractors of over 50 hp will be in great demand,” he observes. This is also driven by a growing demand for tractors from the infrastructure sector. Anjani Kumar Choudhari, president farm equipment sector and group management board member, Mahindra & Mahindra (M&M), is equally upbeat. “We see the fastest growth in the 50 -plus hp segment and plan to introduce tractors in this range,” he says. “We have tractors up to 75 hp. Also, we are modernising a nd improving our range of 30-40 hp tractors, and working on launching sub-30 hp tractors which offer good value for money.” M&M sold 92,000 units last year in the do mestic market and exported 8,000. The small and marginal farmers who own less than 5 acre of land an d comprise 82% of the total farming households in the country, have a minuscule 1% tractor ownership. Yet this is not the segment marketers and financiers are pinning theirhopes on. The reason is ob vious: Co-operative farming is the way to the future. Overall, the industry not particularly hopeful about the performance of the below-30 hp segment, and expects it to remain at the current levels with no appreciable increase in demand exc ept from the non-mechanised and semi-mechanised states. The growth in this segment will largely depend on the availability of credit to farmers with lower land holdings. Tractor manufacturers, aware of the vast and diverse nature of demand, are putting a lot of effort in getting the spadeworkright. Regular surveys of the villages to find out the farmers’ land holdings and setting up large distribution networks with a web of touch po ints are among the first things a manufacturer has to get right if he hopes to make a dent in the market. For instance, Escorts’ agri machinery group has a distribution networks comprising over 1,500 dealerships and 800 retail service outlets, apart from 29 marketing offices spread across the cou ntry. This is supported by a field force of over 3 00 employees. One also needs to be constantly on one’s toes to make a mark. Says AK Srivastava, general marketing manager, HMT, “We have adopted a no -frills, grassroots approach comprising field demos at doorstep, direct interaction of our trained field staff with potential customers and participation in rural fairs and exhibitions.”
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Business – India;Tractor Industryalabika Sarkar,Shweta Bhanot
cture this: A bright and sunny day at a village in Punjab. Farmers are gathering at an empty plot of land demarcatedlourful flags and banners. No, it is not an election rally, but a consumer contact programme organised by a tractor anufacturer for the potential buyers. Free demonstrations and test drives are offered with a smile, while the trained aff showcases its prowess in engaging farmers with a well-orchestrated product spiel and with details of the financiptions available, if they choose to buy a tractor from its wide range.
t Rs 14,000 crore, India has the world’s largest tractor market, with a total sales volume of 3,04,000 units in 2008-0
om 1,60,000 tractors in 2003. Comparatively young by world standards, it has expanded at a spectacular pace in theur decades. In the last six years itself, the tractor market has grown 89%. The industry is expected to grow between
nd 8% in financial year 2009-10.
nd such consumer events are not one-offs. They are regular and an integral part of the marketing strategy of tractor anufacturers.
tractor is among the three most important investments made by a farmer in his lifetime, with a marriage in the famind a house being the others. Ironically, India has less than 10% tractor ownership. At the same time, the usage is as
35%. Which means, a large number of farmers use tractors on rent. Little wonder that tractor marketers, big and sme trying out all the tricks in their books to woo potential buyers.
terestingly, Indian tractors are the cheapest in the world . By some estimates, the cost of a tractor produced in India
uch as the cost of its gear box in a developed country. The scope for exports, therefore, is tremendous.ack to India, the tractor market is broadly classified into four segments—machines with less than 30 hp (horsepowee 30-40 hp, the 40-50 hp and the 50 hp-plus segments.
dia has been predominantly a 30-40 hp market. Of the total number of tractors sold last year, an overwhelming 2 laere in the less than 40 hp segment and the remaining in the 40 hp-plus segment. The industry estimates that the 40 hus segment will come to represent 38% (1,10,000 units) of the industry by 2015.
deed, the whole industry is at the threshold of a revolution, says Gopal Krishna, head, marketing and exports, Sameeutz-Fahr Group (SDF). He says that more sophisticated and powerful tractors are making their way into the markehis is courtesy a large exodus of farmers into urban areas, which in turn makes labour scare and costly in rural areasThe dependence on machines is increasing everyday. With leasing gaining in importance—because the future isxpected to lie in co-operative farming—powerful tractors of over 50 hp will be in great demand,” he observes. This
so driven by a growing demand for tractors from the infrastructure sector.
njani Kumar Choudhari, president farm equipment sector and group management board member, Mahindra & MahM&M), is equally upbeat. “We see the fastest growth in the 50-plus hp segment and plan to introduce tractors in thisnge,” he says. “We have tractors up to 75 hp. Also, we are modernising and improving our range of 30-40 hp tracto
nd working on launching sub-30 hp tractors which offer good value for money.”
&M sold 92,000 units last year in the domestic market and exported 8,000.
he small and marginal farmers who own less than 5 acre of land and comprise 82% of the total farming households e country, have a minuscule 1% tractor ownership. Yet this is not the segment marketers and financiers are pinning
opes on. The reason is obvious: Co-operative farming is the way to the future. Overall, the industry not particularlyopeful about the performance of the below-30 hp segment, and expects it to remain at the current levels with no
preciable increase in demand except from the non-mechanised and semi-mechanised states. The growth in this segmill largely depend on the availability of credit to farmers with lower land holdings.
ractor manufacturers, aware of the vast and diverse nature of demand, are putting a lot of effort in getting the spadewght. Regular surveys of the villages to find out the farmers’ land holdings and setting up large distribution networksweb of touch points are among the first things a manufacturer has to get right if he hopes to make a dent in the mark
or instance, Escorts’ agri machinery group has a distribution networks comprising over 1,500 dealerships and 800 rervice outlets, apart from 29 marketing offices spread across the country. This is supported by a field force of over 3
mployees.
ne also needs to be constantly on one’s toes to make a mark. Says AK Srivastava, general marketing manager, HMTWe have adopted a no-frills, grassroots approach comprising field demos at doorstep, direct interaction of our traineeld staff with potential customers and participation in rural fairs and exhibitions.”
addition, manufacturers try to identify the farmers who have purchased tractors three to five years ago and are lookreplace them with new ones. “Around 70% of the tractors in the country are believed to be reaching the replaceme
age,” says SDF group’s Krishna.
&M, a leader in the market with a share of around 42%, is not willing to give the low hp segment a go by. It is fieldsting an 18 hp Chinese tractor from its Mahindra China Tractor Company (MCTC) range. Escorts is also hedging itts. Rohtash Mal, executive director and CEO, agri machinery group, Escorts, says, “For us, the sub-30 hp segment ss interesting.” But he is unwilling to discuss his company’s plans for the segment in any detail.
ypically, tractors are used for farming operations for about four-six months in a year and the rest of the time, it is usr transportation and other applications. “Today, tractors are used at construction sites, airports and large infrastructu
ojects such as the metro rail,” says Mal.onsidering their importance, there is much consultation and ground work that goes into buying a tractor. Factors sucliability of the machine, after-sales service, financing options and resale value remain at top of a farmer’s considerat. Mind you, you can also land a desirable bride if you have a handsome machine parked at your doorstep, but that’
urely incidental. Price, interestingly, is not the main consideration for a farmer, explains LD Mittal, chairman, Sonaroups. “Before making up his mind, the farmer consults his fellow villagers who are using tractors and their feedbaccomes a guiding factor for him,” he says.
t present, credit availability is the big issue facing the industry. The year 2008-09 started well with commodity pricoing up, a lot of high minimum support prices and big credit waiver announced by the government. But the globaleltdown dampened the general economic sentiment despite a third consecutive good monsoon last year. Banks clam
own on credit, and since 85% of the tractors are bought on loan, making credit available at affordable interest rates w
iii) MARKET CAPITALISATION IN TERMS OF SALES....................................................................
5. TRACTOR INDUSTRY IN TERMS OF FINANCIALS.......................................................................
E RATIO.................................................................................................................................. 22
EARNINGS PER SHARE............................................................................................................... 22
iii) PAT (PROFIT AFTER TAX)........................................................................................................... 23
XPORTS........................................................................................................................................ 25 7. SOME LONG TERM DEM
RIVERS FOR THE INDUSTRY......................................................... 26 8. FUTURE GROWTH IN TRA
reater Noida in Uttar Pradesh state with an initial capacity of 35000 units per year. Larsen and Toubro have establish
nt venture with John Deere, USA for the manufacture of 35-65 hp tractors at a plant in Pune, Maharashtra and Greeve
ll produce Same tractors under similar arrangements with Same Deutz-Fahr of Italy. Looking to South American e
arkets Mahindra and Mahindra are also developing a joint venture with Case for tractors in the 60-200 hp range.
nnual production was forecast to reach 300,000 during the following year.999 to Present
acing market saturation in the traditional markets of the north west (Punjab, Haryana, eastern Uttar Pradesh) tractors
egan a slow and slight decline. By 2002 sales went below 200,000. Manufacturers scrambled to push into eastern
uthern India markets in an attempt to reverse the decline, and began exploring the potential for overseas markets.
mained in a slump, and added to the market saturation problems also came increased problems of "prestige" loan def
here farmers who were not financially able took tractors in moves to increase their family’s prestige. There are also rep
creased misuses of these loans for buying either lifestyle goods, or for social functions. Government and private banks
oth tightened their lending for this sector adding to the industry and farmers woes. By 2004 a slight uptick in sales once
e to stronger and national and to some extent international markets. But by 2006 sales once again were down to 21
nd now in 2007-08 have slid further to just over 200,000.
hese factors apart, non-agricultural use of tractors (for haulage in construction and infrastructure projects) continu
crease, benefiting tractor demand. Also, with infrastructure projects and rural employment schemes increasing employ
pportunities, availability of labour for agricultural activities continued to decline, persuading even farmers with medium-
nd holdings to either rent or purchase tractors.
n a regional basis, the performance of the eastern, northern and western parts of the country was robust during 2009
rms of tractor demand, while that of the southern region was moderate. A strong growth in tractor volumes, albeit on
ase, was witnessed in the eastern States, including Bihar, Orissa and Jharkhand, which had a good paddy crop. Tr
lumes in the northern and western regions also reported strong growth during 2009-10, especially in the second half (He year, benefiting from a low base (H2, 2008-09) and a satisfactorykharif crop in some States. The southern region rep
oderate performance in terms of tractor demand (growth of 11.9% in 2009-10), being impacted largely by the de-grow
ndhra Pradesh (AP)—a key southern market— where rainfall was irregular in 2009-10. However, in Karnataka and
adu, higher MSPs for rice along with some revival of interest of public sector banks (PSBs) in tractor financing led to s
actor sales volumes.
storically, tractor demand has been fairly volatile, being influenced by cyclical trends, availability of finance, and
atterns (monsoon). After four years of strong growth during 2003-07, the fiscal years 2007-08 and 2008-09 both repor
arginal decline in tractor sales volumes, largely reflecting cyclical corrections. In addition to the cyclical dips, durin
008-09, the industry also had to cope with the liquidity crunch, which pushed up interest rates, even as financiers resort
ore stringent lending norms in the face of rising non-performing assets (NPAs). However, the situation improved d
009-10 as credit availability improved on the strength of greater liquidity in the banking system. While tractor financing
aditionally been done by PSBs, of late, private banks and non-banking finance companies (NBFCs), despite their h
terest rates vis-à-vis the PSBs, have been able to increase their penetration of this market on the strength of faster
ocessing and use of more liberal credit norms.
verall, with tractor demand being closely linked to agricultural output, growth in farm mechanisation and far
muneration, the long-term demand drivers for the industry remain robust. The currently low levels of tractor penetrati
dia, strong Governmental focus on availability of finance for agriculture mechanization tools and on rural developmcrease in the use of tractors for non-agricultural purposes, and the growing emphasis on tractor exports augur well fo
dustry.
A REPORTON1st August, 2010
ANALYSIS OF
TRACTOR INDUSTRYN INDIAubmitted to Prof. Dr.Utpal Chattopadhyay as a part of GDIE curriculum
NDUSTRY TRENDS BY REGIONS................................................................................................ 11
INDUSTRY TRENDS BY STATE.................................................................................................... 13REGION-WISE MARKET SHARE OF MAJOR PLAYERS................................................................. 16
INDUSTRY TRENDS BY TRACTOR HORSE POWER (HP).............................................................. 17
MARKET CAPITALISATION IN TERMS OF TURN OVER............................................................... 20MARKET CAPITALISATION IN TERMS OF SALES......................................................................... 20
TRACTOR INDUSTRY IN TERMS OF FINANCIALS............................................................................ 22P/E RATIO.................................................................................................................................. 22EARNINGS PER SHARE............................................................................................................... 22PAT (PROFIT AFTER TAX)........................................................................................................... 23
SOME LONG TERM DEMAND DRIVERS FOR THE INDUSTRY......................................................... 26FUTURE GROWTH IN TRACTOR INDUSTRY................................................................................... 27
apacity utilisation in the tractor industry had hit a low during 2002-03, following large capacity additions and a volume sl
ter that, capacity utilisation improved steadily, but remained moderate at around 50% during 2008-09. In 2009-10, the tr
lume growth has helped the OEMs improve their capacity utilizations; however, there is still excess capacity in the ind
hus, over the medium term, most tractor manufacturers would not need to make any significant capital investme
ilding capacities.
s discussed, the domestic tractor industry has to cope with demand volatility on account of cyclical trends and the s
kages it has with agricultural production and monsoon rains. Many of the industry players have thus diversified into re
oducts, including generator engines and cranes, besides focusing more on exports, to gain some insulation againlatility in domestic tractor demand. As for tractor exports, while a major part of that currently goes to USA, the OEM
ow exploring various other markets across Europe, Asia and Africa for future ex