TRA Research Recognizes Mahindra as India’s Most Attractive Tractor Brand

In a study covering 5,000 brands across 16 Indian cities, ‘Mahindra’ tractors have been recognized as India’s Most Attractive Tractor brand by Trust Research Advisory (TRA) in the fifth edition of its report, titled ‘India’s Most Attractive Brands’ – India Study 2018. The study is based on TRA’s proprietary ‘Brand Attractiveness Matrix’ which comprises 36 attributes of Brand Attractiveness.

On being conferred the TRA award, Rajesh Jejurikar, President, Farm Equipment Sector, M&M Ltd. said. “The TRA award is a recognition of our work in building a global customer focused brand, with the widest range of tractors for every kind of farming application. At Mahindra, we constantly strive to work with the customer and connect with their needs to drive success.”

Sachin Bhosle, Research Director, TRA Research, said, “Mahindra Tractors communication plays a dual role in building Brand Appeal. Firstly, it enhances the inherent attractiveness of the brand, & secondly, it also helps to communicate this attractiveness to customers across the Indian farming sector.”