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How Mahindra & Mahindra kicks the backside of Deere & Co. in Southern US!

So you thought nothing of the good old Mahindra & Mahindra. right? Well, it seems like M&M may be able to kick the back side of Deere & Co. – the most venerable name in tractors in the US!! Here is one such case from Businessweek’s latest article:

But rather than buy an American-made John Deere or New Holland, brands he grew up with, Lucenberg chose a shiny red Mahindra 5500 made by India’s Mahindra & Mahindra Ltd. “I have been around equipment all my life,” says Lucenberg, who also used the tractor to earn extra money clearing destroyed homes along the Gulf Coast. But for $27,000, complete with a front loader, the 54-hp Mahindra “is by far the best for the money. It has more power and heavier steel,” Lucenberg says. “When you lock it into four-wheel drive, you can move 3,000 pounds like nothing. That thing’s an animal.” The local dealership in nearby Saucier, Miss. (population 1,300), figures it has sold 300 Mahindras in the past four months.

Surprised that a company from India is penetrating a U.S. market long dominated by venerable names like Deere & Co.? Then it’s time to take a look at how globalization has come full circle. A new breed of ambitious multinational is rising on the world scene, presenting both challenges and opportunities for established global players.

The new guys from the BRIC – Brazil, Russia, India, China – are hungry and raring to go at the big players. And with some savvy and luck the day might not be very far when they could put a foot into the market and take a hold! After all the best time to change a marketplace for a new player is when the older player thinks he cannot be beaten!!


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Desh Kapoor

The panache of a writer is proven by the creative pen he uses to transform the most mundane topic into a thrilling story. Desh – the author, critic and analyst uses the power of his pen to create thought-provoking pieces from ordinary topics of discussion. He writes on myriad interesting themes. Read the articles to know more about his views and “drishtikone”.

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