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Escorts Limited flags off ‘Jai Kisan Utsav’, a pan-India Initiative for the Indian Farming Community

Spread across 2 months, the program will reach out to farmers across the country
Rolled across 14 states targeting over 1 lac villages

Escorts Limited, India’s leading tractor manufacturer, today flagged off ‘Jai Kisan Utsav’, a first-of-its-kind, customer-focused initiative for the Indian farming community. The two-month long initiative from Escorts offers host of benefits, ranging from insurance schemes, exchange programs, free service camps to special discounts, to farmers across the country. Based on ‘Bachat, Sewa and Raksha’, the foremost values for any customer with an added bonus of ‘Inam’, the initiative is a salute to each and every Indian farmer for his efforts and contributions to the country and is a step towards serving him better. A pan India drive ‘Jai Kisan Utsav’ will be rolled out across the states of Uttar Pradesh, Punjab, Haryana, Jharkhand, West Bengal, Bihar, Andhra Pradesh, Maharashtra, Gujarat, Tamil Nadu, Chattisgarh, Rajasthan, Madhya Pradesh and Karnataka, targeting over 1 lac villages across the country.

Through this initiative, Escorts’ loyalist can enjoy reduced rates on specific Escorts’ models, or get their product serviced completely free of cost, or can even go for lucrative exchange programs and much more! The Utsav will also entitle new customers to assured gifts. Not only this, in select states customers can also participate in lucky draws and win fabulous prizes ranging from a watch to an Alto car! The company will also be offering ‘Humrakshak’ Kisan Insurance Policy, a first-of-its kind personal accident cover for farmers on purchase of Escorts tractors.

Speaking on the launch of the ‘Jai Kisan Utsav’, Mr. Rohtash Mal, Executive Director and CEO, Escorts Agri Machinery Group said, “Over the past 6 decades, Escorts in its own way, has been a part of the dynamic process which ushered in farm mechanization and brought prosperity to Indian farmers. Today, the Escort brand of tractor is symbolic of reliability and trust. We have been endlessly serving the Indian farming community by creating a whole world of opportunities, starting from high quality innovative products, services and customer centric initiatives. ‘Jai Kisan Utsav’ is one such initiative from Escorts which will go a long way in reaffirming our commitment to continuously enhance India’s agricultural productivity and our relationship with the farmer.”

A first-of-its-kind programme from the stables of Escorts, the ‘Utsav’ is an ambitious penetration drive by the company to engage the farming community. To create a unifying platform for unleashing the array of initiatives, offers and schemes, Escorts Limited will be launching below-the-line initiatives such as road shows, customer meets, and service camps across the country. The company is also engaging in above the line activities to drive traffic to these camps.

Escorts Limited pioneered farm mechanization in the country by launching Escorts Agricultural Machines Limited in 1948, with a franchise of the U.S.-based Minneapolis Moline, for marketing tractors, implements, engines & other farm equipments. In 1960, the company set up the strategic Agri Machinery Group (AMG) to venture into production and marketing of tractors and rolled out its first batch of tractors in 1965 under the ‘Escorts’ brand name. In 1969, a separate company, Escorts Tractors Ltd. was established with equity participation of Ford Motor Co., Basildon, UK for the manufacture of Ford agricultural tractors in India. In the year 1996, Escorts Tractors Ltd. formally merged with Escorts AMG.

With over 1 Million Escorts tractors rolled out since the company’s inception and a production capacity of 98,940 tractors per annum, Escorts Tractors are amongst the largest selling tractors in India where every third tractor is an Escorts brand.

The Escort brand of tractors is symbolic of reliability and trust. Spanning three brands, viz. ‘Escort’, ‘Powertrac’, and ‘Farmtrac’, the company has a comprehensive range of tractors, more than 45 variants starting from 25 to 80 HP, to cater to both domestic as well as overseas markets. Escorts is the first tractor manufacturer in the world which has been awarded the prestigious TS 16949 Certification for its quality management.

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