Escorts Kubota Ltd (EKL) has unveiled a bold mid-term strategy to become India’s second-largest tractor maker, currently holding a 12–13% market share—trailing only the Mahindra-Swaraj duopoly at ~40%.
The company plans a slate of domestic and export-oriented tractor launches from its three brands—Farmtrac, Powertrac, and Kubota—in the next 4–5 years. These will also target construction equipment applications. EKL is blending Escorts’ cost-effective production with Kubota’s renowned Japanese quality, promising “good quality yet low-cost tractors” to avoid pricing premium from undermining value.
Underpinning the product push is a massive capacity expansion, including a new greenfield plant in Uttar Pradesh and roughly ₹4,500 crore in capital expenditure earmarked to raise annual production by over 76%, reaching up to 300,000 units by 2028.
Equally ambitious is the export drive: EKL aims to increase overseas sales to 20–25% of total volume by FY 26, up from around 5%. This will leverage Kubota’s distribution network across 62 countries, including North America, Europe, and Southeast Asia.
With innovation-led launches, enhanced manufacturing capacity, and global market access, Escorts Kubota is strategically positioned to challenge industry leaders and accelerate toward its No. 2 goal by 2030.
