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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.
This story is from the March 26, 2017 edition of Business Today.
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