Make up time: M&M to focus on Africa

Mahindra & Mahindra is planning to put it's all efforts to grow in Africa. This is due to the loss occurred by the bankruptcy of its parents group in US. In order to expand the operations, the company has opened small assembly plants in Africa. Apart from this, exports semi-knocked down (SKD) kits have also been sent from India. To start with, M&M, the tractor and utility vehicle major, will focus on some of the main African markets like Mali, Ghana, Nigeria and Zambia.With more than one-third of tractors sold in Africa being imported, M&M sees a huge opportunity here. “There is a propensity among buyers in Africa to be brand loyal and that works in our favour,” said Anjanikumar Choudhari, president of M&M’s farm equipment business. The company has been expanding marketing efforts through new launches in the US through its subsidiary Mahindra USA. Mahindra, which has a large base in India, is also increasing its presence in China, America and Australia.