`Tiger Electric` – India’s First Electric Field Tractor
| Case Code: LDEN171
Case Length: 7 Pages
Pub Date: 2021
Teaching Note: Available
| Price: Rs.200
Organization : -
Industry : Automotive
Countries : India
Themes: Global Strategy, Strategic Alliances, Market Entry & Exit
Abstract Case Intro 1 Case Intro 2 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..
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..
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..
Exhibit I: Vision and Core Values of Sonalika
Exhibit II: Features of Tiger Electric
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