Press Release For Immediate

Publication

Mahindra facilitates mechanization for Indian farmers

Mahindra’s 15 HP Yuvraj Tractor is ideal for small & marginal

farmers

Synopsis:

 Mahindra’s FES aims to deliver farm tech prosperity

 Mahindra’s compact 15 HP Yuvraj 215 tractor facilitates mechanization for the
small farmer

 Samriddhi Centres & Applitrac business are part of this vision

 Features:

− Best fuel economy & productivity in its segment

− Top speed of 25 km/hr
− Haulage capacity of 1.5 tons
− First water cooled single cylinder engine in this class
− Stylish, safe & easy to manoeuvre
− Suitable for small farmers looking to upgrade from power tillers / bullocks
October 31, 2009, Rajkot: The Farm Equipment Sector of Mahindra & Mahindra
Ltd., the market leader in the Indian tractor industry, today showcased its Yuvraj 215
tractor in Rajkot. A compact, fuel efficient and easy to operate 15 HP tractor, the
Yuvraj 215 is ideal for the small and marginal farmer who seeks to increase his
productivity at an affordable cost.

“The Yuvraj 215 is part of our vision to deliver farm tech prosperity to the small and
marginal farmer, while extending the Mahindra brand name, quality and trust to a
whole new consumer segment. Our ultimate aim is to not only help India’s farmers
increase their agricultural yield but to also ensure a better quality of life,” said
Mr. Anjanikumar Choudhari, President, Farm Equipment Sector, Mahindra &
Mahindra Ltd.

The Yuvraj 215 is a versatile, highly fuel efficient, ergonomically designed tractor
with a haulage capacity of 1.5 tons and a top speed of 25 km/hr, which is the
maximum in its class. It also boasts of the first water cooled single cylinder engine in
this segment and side shift gear lever, ensuring comfort for the operator.

It is ideal for farmers who own bullocks / power tillers with 2 to 5 acres of land, as
well as for those farmers who currently hire power tillers / bullocks and aspire to own
a tractor. This nifty tractor is also apt for farmers who require an additional machine
for specific applications like inter-culture, power generation or water pumping.
Vegetable farmers, as well as those who own orchards or cultivate cash crops can
also benefit from the Yuvraj’s strong value proposition of productivity, power and
performance.

The Yuvraj 215 will be manufactured at a state-of-the-art plant in Rajkot with the
capacity to produce around 10,000 tractors per annum. Mahindra has entered into a
contract manufacturing agreement with Deepak Diesels Pvt. Ltd. (DDPL) which will
exclusively manufacture the Yuvraj 215 in Rajkot, adhering to Mahindra’s renowned
quality standards and processes. DDPL is a part of the reputed Field Marshal Group
of Rajkot.

Mahindra Tractors - Moving the brand from tractors to the agri value space

Initiatives such as Mahindra Samriddhi which offers farmers agri-related services and
Applitrac which offers them total farming solutions, are some other steps initiated by
Mahindra’s FES to bring prosperity to India’s farmers.

The Samriddhi Initiative offers farmers a wide range of agri-related services under
one roof. These include insurance products, sales and service of tractors and
implements, productivity demo farms, soil and water testing facilities, knowledge
updates on the weather, crops, eradication of pests and diseases, mandi prices, etc.
These services are delivered via the internet, finance facilities and agri counselling.
As part of this initiative, the company has also set up Mahindra Kisan Mitra (MKM), a
website which provides farmers with the latest information relating to crops, weather
conditions, loans, insurance schemes, commodity prices, government policies, news
and events.

The sector has also initiated a special Samriddhi Farmer Award which is presented
to the farmer who delivers the highest yield with least input costs. There are currently
42 Samriddhi Centres in India with 3 centres in Gujarat. Till date, over 12,000
farmers have benefited from this unique project.
Applitrac is an initiative which aims to help the farmer increase his level of
mechanization by offering him total farming solutions which would enhance the
efficacy of his tractor, thereby increasing farm productivity. This would be achieved
through use of farming implements such as rice transplanters, sugarcane cutters,
rotavators, etc., and specific use implements like loaders, dozers, backhoes, etc.

Mahindra’s Farm Equipment Sector is one of the world’s top tractor brands and has
been the undisputed market leader in India for 26 years. It is also the only tractor
company to win the Deming Application Prize and the Japan Quality Medal, two of
the highest quality accolades that can be won by any organization.

Mahindra Tractors has also featured in the top 10 list of most innovative Indian
companies compiled by the Wall Street Journal as part of its survey to determine
Asia’s 200 most-admired and innovative companies.

About The Mahindra Group

Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India
and is now a US $6.3 billion Indian multinational. It employs over 1,00,000 people
across the globe and enjoys a leadership position in utility vehicles, tractors and
information technology, with a significant and growing presence in financial services,
tourism, infrastructure development, trade and logistics. The Mahindra Group today
is an embodiment of global excellence and enjoys a strong corporate brand image.

Mahindra is the only Indian company among the top tractor brands in the world and
has made an entry in the two-wheeler segment, which will see the company emerge
as a full-range player with a presence in almost every segment of the automobile
industry.

The Mahindra Group recently expanded its IT portfolio when Tech Mahindra acquired
the leading global business and information technology services company, Satyam
Computer Services. The company is now known as Mahindra Satyam.

Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality Medal,
the only tractor company worldwide to be bestowed this honour. It also holds the
distinction of being the only tractor company worldwide to win the Deming Prize. The
US based Reputation Institute recently ranked Mahindra among the top 10 Indian
companies in its Global 200: The World's Best Corporate Reputations list.

Mahindra is also one of the few Indian companies to receive an A+ GRI checked
rating for its first Sustainability Report for the year 2007-08.

For further information please contact:

Ms. Roma Balwani

VP & Head - Corporate Communications
Corporate Communications
Mahindra & Mahindra Ltd.
Mumbai, India
Phone: (+91-22) 2490 1441
Email: balwani.roma@mahindra.com