MUMBAI, 2 July 2025: Escorts Kubota Ltd (EKL), the farm and construction equipment powerhouse, is aiming for the number two spot in the fiercely competitive Indian tractor market by merging Escorts’ cost competitiveness with Japanese partner Kubota’s quality and technology leadership.
After its formation through a landmark acquisition in 2021, EKL is now finalizing a mid-term growth plan extending to 2031. In an interview, Chairman and MD Nikhil Nanda, along with Deputy MD Seiji Fukuoka, explained the strategy: new product lines for domestic and global markets, better network coverage, and a focus on delivering low-cost but high-quality tractors.
“In the next four to five years, we have big plans across Farmtrac, Powertrac and Kubota brands with several new product launches,” said Nanda, underscoring the company’s expansion ambitions.
Fukuoka highlighted that EKL’s current tractor market share stands at 12–13% compared to Mahindra’s dominant 40% share. “Our ambition is to reach the number two position, but in a saturated market, the priority is making sure customers pick our products over the competition,” he said.
He noted that the company will blend Escorts’ proven cost leadership with Kubota’s technological excellence to craft affordable, high-quality tractors for price-sensitive markets.
“Putting Kubota quality into a cost-efficient tractor without increasing prices is a very big theme in our mid-term plan,” Fukuoka explained.
EKL’s strong dealer network of over 1,500 partners nationwide is set to grow, covering previously underserved regions. Recent knowledge-sharing visits by Kubota’s American network leaders have also helped EKL’s Indian dealer partners learn global best practices.
Beyond India, EKL will leverage Kubota’s international sales channels to expand tractor exports from India. Exports currently make up 5% of EKL’s total sales, with long-term plans to push this to 10–15%.
Fukuoka noted Kubota has already regained share in Europe’s compact tractor segment using EKL’s high-quality, affordable products and expects similar growth in other markets.
“This is already a success story,” he said. “India-made tractors will help Kubota and EKL profit worldwide.”
