MAHINDRA & MAHINDRA LTD. | Integrated Annual Report 2021-22

To trigger changes in farmer behaviour, on-ground solutions and activities have to come together with digital ones. On-ground advisory and rental solutions deployed on Krish-e Takneek plots (demonstration plots) create empirical evidence for farmers, building trust and local relationships andmake physical transactions easier. Farm Equipment Sector During the year, your Company strived to enter the next phase of growth amid heightened competition and disruption based on new technologies and trends, with farm mechanization gaining more and more traction. Going forward, Mahindra will launch new implements and farm machinery in the country through our COEs in Turkey, Finland and Japan (where M&M, over the years, has created footprints through strategic stakes and acquisitions). The objective is to bring all those products, engineered and further developed for Indian conditions and Indian prices for the Indian farmer. The Company is also setting up a dedicated new plant at Pithampur where it plans to produce rice transplanters, potato planters and harvesters. Krish-e Your Company's Farming as a Service business (branded Krish-e) is an innovative new business vertical conceived with the idea of ushering in a new digital age of farming in India. Carrying the tag line - 'Expert Takneek. Naye Upay. Parinaam Dikhaye' - Krish-e aims to increase farmer income through digitally enabled services, across the complete crop cycle - services that are progressive, affordable and accessible to farmers. During the year, with a presence in 16 states, Krish-e th rolled-out its 100 Krish-e centre, which hosts a range of farm equipment made available to farmers on daily rental basis, agro-chemicals (insecticides, herbicides, and fungicides), bio-fertilisers and agronomy advisory services. In F22, over 13,500 Takneek plots demonstrated the positive impact of our expertise and ideas, managing to deliver an increased income of up to Rs. 15,000 per acre. Krish-e also demonstrated its 'Smart Sugarcane Harvesting Technology', powered by Krish-e's new state-of-the art modern harvesting technology, with the assistance of satellite technology which can enable sugar mills to predict and notify them of the right time to reap, deciding the accurate day and time, make effective use of resources, thereby eliminating expense and efforts. During the year, your Company announced Mr. Manoj Bajpayee as new Brand Ambassador for release of Krish-e Suite of Mobile Apps - Krish-e App and Krish-e Nidaan apps with the launch of Krish-e's first ever digital video commercial (DVC) film. MAHINDRA & MAHINDRA LTD. Integrated Annual Report 2021-22 125