`Tiger Electric` – India’s First Electric Field Tractor
| Case Code: LDEN171 Case Length: 7 Pages Period: 1996- 2020 Pub Date: 2021 Teaching Note: Available |
Price: Rs.200 Organization : - Industry : Automotive Countries : India Themes: Innovation, Entrepreneurship, Strategy Implementation, Sustainable Innovation |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
The Tractor Market in India
Tractors were the backbone of mechanized agriculture and had played a vital role in the development of agriculture in India since independence. The first tractors were introduced in the mid-1940’s during World War II. After India gained independence, several tractor manufacturing companies came into existence. It was in the 60’s, 70’s, and the 80’s that a major development was seen in the tractor industry in India with the special support given by the government as part of its five-year plans that laid increased focus on the development of agriculture..
The Technological Marvel – Tiger Electric
‘Tiger Electric’ was designed in Germany and was run by an Etrac motor with an IP67 compliant 25.5 kW natural cooling compact battery. With the option of recharging the battery at home at any normal charging point in ten hours and a runtime of eight hours on full charge, the farmer was able to avoid frequent visits to the fuel points..
Sonalika’s Product Offensive Strategy
Sonalika embarked on a product offensive strategy in the market by introducing new products with enhanced performance and capabilities. To bolster its presence in the high HP tractor segment, the company launched five new premium models in 2020..
CSR Initiatives
As part of the CSR initiatives, Sonalika started a sports academy for underprivileged children. The Baba Gang Nath Kushti Academy at Delhi was started to train children in wrestling. Shooting ranges were also set up in various schools in Delhi and Hoshiarpur..
Future Plans
Sonalika planned to introduce newer tractor models with inputs from the farming community with which it interacted regularly. In the future, it aimed to provide best-in-class products armed with the latest technology for farmers and be the harbinger of the latest innovation in farming technology..
Exhibits
Exhibit I: Vision and Core Values of Sonalika
Exhibit II: Features of Tiger Electric
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