Swaraj tractors extends brand association with MS Dhoni

Swaraj Tractors, part of the Mahindra Group, has renewed its partnership with former Indian cricket team captain MS Dhoni as its brand ambassador. The association originally began after MS Dhoni purchased a Swaraj tractor for his farm operations.

This renewed collaboration marks the continuation of a relationship built on shared values and a strong connection with Indian farmers.

A New Strategic Phase for Brand Growth

With this extension, Swaraj Tractors and MS Dhoni enter a new strategic phase. The partnership has previously focused on brand evolution and increasing visibility. In the upcoming phase, the company intends to leverage Dhoni’s association to support new product introductions developed specifically for the needs of Indian farmers.

The announcement highlights that this phase will strengthen brand presence while aligning with Swaraj’s long-term growth strategy in the agricultural machinery sector.

Focus on Farmer-Centric Product Introductions

Swaraj Tractors has consistently positioned itself as a farmer-focused brand. The renewed association will support upcoming tractor launches and product rollouts designed to meet the evolving requirements of the farming community.

MS Dhoni, who is actively involved in agriculture, represents a practical understanding of farm operations. His continued association with Swaraj Tractors reinforces the brand’s connection with rural India and modern agricultural practices.

Strengthening Brand Visibility in the Indian Market

The renewed partnership will help enhance brand visibility and support future product development initiatives. Swaraj Tractors aims to align this strategic collaboration with its expansion plans and farmer-focused innovations.

By extending its association with MS Dhoni, Swaraj Tractors enters a fresh strategic chapter centered on brand growth, product support, and deeper engagement with Indian farmers.

CEO Statement on Continued Collaboration

Commenting on the continued association, Gaganjot Singh, CEO, Swaraj Division, M&M Ltd., said:

“MS Dhoni reflects the ethos of Swaraj - dependable, authentic, and consistently focused on performance. This partnership has helped us strengthen our connection with customers while reinforcing the values that define the brand. As we move ahead, his association will play an important role in building greater resonance for Swaraj across markets and supporting our efforts to present the brand with contemporary outlook and energy while staying true to its legacy.”

Launch of ‘Bharosa’ Campaign

Marking the next phase of the association, Swaraj Tractors has also launched a new campaign titled “Bharosa.” The campaign celebrates unmatched power, trust, and reliability — values embodied by both the brand and MS Dhoni.

With the renewal of this partnership and the launch of the new campaign, Swaraj Tractors continues to strengthen its presence in the Indian tractor industry, focusing on credibility, performance, and deeper engagement with progressive farmers across the country.

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