Swaraj Tractors, a part of the Mahindra Group, has announced the extension of its long-standing partnership with former Indian cricket captain MS Dhoni, marking a new strategic phase in the brand’s evolution and farmer outreach.
The renewed association reinforces Swaraj’s commitment to building trust and credibility among Indian farmers, leveraging Dhoni’s dependable and grounded persona, which closely aligns with the brand’s core values of power, trust, and reliability.
Commenting on the partnership, Gaganjot Singh, CEO, Swaraj Division, Mahindra & Mahindra Ltd., said that Dhoni reflects the ethos of Swaraj through his consistent performance and authentic connect with people. He added that the association has helped strengthen the brand’s customer connect and will play a key role in presenting Swaraj with a contemporary outlook while staying true to its legacy.
As part of the next phase of collaboration, Dhoni will feature in Swaraj’s upcoming integrated marketing campaigns across platforms and support the brand’s upcoming product launch designed to meet the evolving needs of progressive Indian farmers.
To mark the renewed partnership, Swaraj Tractors has also unveiled a new campaign titled “Bharosa”, celebrating the shared values of power, trust, and reliability between the brand and the cricketing icon.
Founded in 1974, Swaraj Tractors is one of India’s fastest-growing tractor brands and is positioned as a farmer-centric brand built “by farmers, for farmers.” The company manufactures tractors ranging from 15 HP to 65 HP, along with farm machinery and harvesters, offering comprehensive agricultural solutions.
The Mahindra Group, founded in 1945, is one of India’s largest multinational conglomerates with operations in over 100 countries and a workforce of more than 324,000 employees. The group is a global leader in tractors by volume and has diversified interests in automotive, IT, financial services, renewable energy, agriculture, logistics, hospitality, and real estate.
