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A Rich Harvest
Business Today
|March 26, 2017
Tirth Agro’s mechanised farm equipment business is growing briskly. The company now plans to ramp up exports.
Until a couple of years ago, a few multinational companies were selling hi-tech sugar harvesting machines in India for over ₹1 crore. While the machines were a big relief for the labour shortage plagued sugarcane grower community, affordability was an issue. Also, the hi-tech machines did not suit the requirements of Indian farmers. After sales service too was a problem. That was when Rajkot-based farm machinery maker Tirth Agro Technology came out with an Indianised, less tech-intensive and rugged version of sugarcane harvesters. The machine was priced at about ₹85 lakh. Soon the company was able to kill the monopoly of multinationals in the market. So far, the company has sold over 200 such machines across India.
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