Indian Tractor Maker Mahindra Takes On Deere

Mahindra targets America’s gentleman farmers
Grass: Alamy

Mahindra & Mahindra is one of India’s largest conglomerates, but it’s not exactly a household name in the U.S. That used to be a problem for Richard Johnson as he tried to sell Mahindra tractors in Navasota, Tex. (pop. 7,204), about 70 miles northwest of Houston. “People would say, ‘I’ve never heard of this,’ so the first thing you had to do was go through the spiel of where they’re made and all that,” he says.

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