The farm equipment sector of Mahindra & Mahindra, one of the world's top tractor brands and the market leader in the Indian tractor industry, has announced Zee News as its media partner for the Mahindra Samriddhi India Agri Awards 2011.
The awards recognise contributions by individuals and organisations towards the development of Indian agriculture and are an extension of the company's Mahindra Samriddhi venture.
As part of this concept, several Mahindra dealerships have been transformed into Samriddhi centres offering the farmer easy access to technological know-how, hybrid seeds, soil and water testing facilities, demo farms, finance and insurance, internet updates and sales and servicing of tractors and implements.
''These awards are a part of our overall focus on delivering farm prosperity through our involvement in various links to the agri-value chain and help the farmers maximise the value they create. Our 96 Samriddhi centers are already making a small contribution towards this larger goal,'' said Pawan Goenka, president, automotive and farm equipment sectors, Mahindra & Mahindra Ltd.
Mahindra's farm equipment sector will reach out to prospective applicants through its network of dealerships across the country.
The awards will presented in six categories, farmer of the year (male and female), krishi sansthan samman for public sector organizations, krishi shiksha samman for agriculture universities, krishi sahyog samman for NGOs / SHGs, krishi shiromani samman for lifetime achievement in the field of agriculture.
Mahindra, after embarking on its journey in 1945, today enjoys a leadership position in utility vehicles, tractors and information technology, with a significant and growing presence in financial services, tourism, infrastructure development, trade and logistics.
It is a full-range player with a presence in almost every segment of the automobile industry, from two-wheelers to CVs, UVs, SUVs, sedan, and electric cars with the acquisition of a majority stake in Reva.