Through Krish e, Mahindra aims to offer affordable and accessible farming technologies and services to over 2 million farmers, enabling the company to engage with them across the entire farming value chain – from advisory services to From offering, selling inputs like seeds and pesticides, and offering rental machinery and tractors through subscription or pay-per-use models.
Mahindra Launched around the time of the Covid pandemic, Mahindra is expecting the Krush-E to grow four to five times from its current GMV base of $40 million.
With an omni-channel approach, Krush-e services can be made available through Krush-e suite of digital apps, Krush-e call center and more than 100 Krush-e dealers. The company eventually plans to roll out Krush-e to all 2,000 Mahindra & Swaraj dealers.
As a Service Head of Farm Sector Strategy (FAAS) at Mahindra & Mahindra, SVP-Farming, Ramesh Ramachandran said that the tractor market is becoming increasingly competitive and the idea was how the Krish-E could differentiate Mahindra. Can help reach and influence the customer. Live positively at every step of cultivation. “FAAS exists to improve income per acre for farmers and others in the agro-ecosystem, so its focus is on improving income in a sustainable manner, primarily for farmers, but also for service providers. Also to educate others in the agricultural ecosystem, where Mahindra plays the role of catalyst,” said Ramachandran.
There are about 2 million tractor rental entrepreneurs in India. It is a large unorganized market with an annual turnover of around Rs 30,000 crore. Ramachandran believes that rental farming solutions will open up the market for advanced farm machinery as well as the precision farming market, which is still largely undefined.
Kirsh-e was formed by bringing together the various segments of the Mahindra Group or farm equipment business and integrating them to offer farmers an integrated value proposition. Samardhi, Mahindra Agri Solutions, My AgriGuru app, tractor rental arm Trungo and Precision Farming decided to come together under Krish-e three years ago to offer a comprehensive one-stop shop solution.
With agriculture becoming increasingly technology-driven, over the past few years, Mahindra has worked with several startups in the agri value chain, says Ramachandran.
Mahindra spends significantly in piloting joint projects and comprehensive incubation programs with startups and invests in some of them.
“Our latest acquisition of Gumaya will enable us to develop and deploy next-generation farming capabilities, such as precision agriculture and digital farming technologies, giving us access to hyperspectral imagery analytics, artificial intelligence and machine learning. which captures and interprets useful information about the state. of crops for farmers,” Ramachandran added.
Mahindra has participated in MITRA Agro Equipment in January 2018 – for crop spraying technology. It has invested in Carnot Technologies in February 2018 which offers an IoT platform for tractors, harvesters and sprayers.
Its investment in Reason Aerospace in May 2018 has helped Mahindra offer image analytics for crop health monitoring, while a partnership with Gamaya SA in June 2019 to develop next-generation farming capabilities and has helped deploy technologies such as precision agriculture and digital farming.
To implement these many benefits at ground zero, Mahindra & Mahindra has so far worked on 13,500 single acre plots – called Takneek plots, implementing innovative farming techniques and practices from Krush-E experts. I work with farmers.
They help farmers in imparting scientific knowledge in the life cycle of crops – crop planning, seed treatment, and optimum use of fertilizers which ultimately helps the farmer to improve yield and earn around Rs 5,000 to 15,000 per acre. helps to do