News | Milestones

Mallika Srinivasan, CMD – TAFE | ETPrime Business Woman of The Year

We are happy and proud to share that Mallika Srinivasan, Chairman & Managing Director, TAFE, has been presented the Business Woman of The Year Award at the ETPrime Women Leadership Awards 2020, a recognition of women leaders who have harnessed the spirit of entrepreneurship, innovation and excellence, to produce tangible, path-breaking results in their chosen fields.
On receiving the Award, Mallika Srinivasan said, “The award applauds and celebrates the indomitable spirit of Indian leaders and today, as I reflect back on my own journey, I dedicate this award to my mother who made me believe that it was possible.”
Celebrating the women leaders who are scripting the future, the ETPrime Women Leadership Awards nominated the leading ladies from top Indian corporates. It is indeed an honor for TAFE, on Mallika Srinivasan being chosen for this distinction. She exemplifies the spirit of leadership, excellence, and is an inspiration to many.
Do join us in celebrating yet another proud moment in our journey of #CultivatingTheWorld!
Click here to stream the video.
News | Milestones

TAFE bags ‘Special Award for TPM achievement’ – 2019

TAFE’s Engineering Plastics Division at Maraimalai NagarChennai, won the Special Award for TPM Achievement’ for the year 2019, by the Japan Institute of Plant Maintenance (JIPM), on January 28, 2020.
Total Productive Maintenance (TPM) was developed by Seiichi Nakajima in Japan between 1950 and 1970. It was an experience that helped recognize that a leadership mindset – one that engages the frontline teams in small group improvement activities – is an essential element of effective operation. The outcome was the application of the TPM process in 1971. One of the first companies to gain from this system was Nippondenso, a company that created parts for Toyota. They became the first winner of the PM prize. Thus, came into existence the internationally accepted TPM benchmark developed by JIPM, and consequently, Seiichi Nakajima came to be known as the father of TPM.
The PM award system was launched by JIPM in 1964, to “strengthen the improvement of enterprise constitutions and contribute to the development of industry, by promoting the modernization of plant maintenance and the development of plant maintenance technologies. The TPM Excellence Awards, in which the results of plants’ TPM activities are judged and honored, have been awarded to some 2,000 plants since the award’s inception. These awards play a valuable role in JIPM’s assessment operations for the development in manufacturing industries. We at TAFE, are proud of our Engineering Plastics Division – Maraimalai Nagar Plant Team, for achieving this coveted accolade!
News | Milestones

TAFE Corporate Communications Team wins Two Awards | ET-Brand Equity Kaleido Awards 2020


TAFE Corporate Communications Team wins Two Awards in the second edition of the ET-Brand Equity Kaleido Awards 2020. The Awards aim to recognize and reward work that not only stood out, but was also purposeful. As a testament to TAFE’s meaningful brand building efforts, communications and community outreach initiatives, the TAFE Corporate Communications Team won the #Gold Award under the category ‘Best Campaign in Agriculture & Agri-Tech’ for JFarm Services and a SilverAward under the category ‘Best Campaign in CSR’ for the TAFE – Be a FarmDost initiative.

The Kaleido Awards, which recognize India’s ace communicators, reward the work done by Public Relations and Corporate Communication professionals, and organisations in the past year (2019-20). The entries submitted were judged by a distinguished jury of senior professionals from the MediaPR & Corporate Communications industry, considering the objective, innovationcreativity, research, planning and results delivered by a campaign.

Join us as we celebrate yet another milestone in our journey of #CultivatingTheWorld.

News | Milestones

Most Number of Tractors Checked in a Service Camp

Setting Record Standards of Customer Support | TAFE, in association with its authorized dealer M.G. Brothers Industries Private Limited, organized a mega service camp in Madanapalle, Andhra Pradesh, on March 16, 2019, that set a new industry benchmark and has been published in the Limca Book of Records – 2020. A record breaking 614 tractors were serviced at a single location, in a duration of 9 hours 35 minutes with the help of 100 people. Think customer care, think TAFE!
News | Milestones

TAFE Wins 10 Awards at ACEF Asian Leaders Forum & Awards 2019

As a testament to its brand building, communications and community outreach initiatives, TAFE bagged 10 awards including 6 Gold, 3 Silver and 1 Bronze at the 8th ACEF Asian Leaders Forum & Awards held at Mumbai on September 28, 2019. The event was organized by the Asian Consumer Engagement Forum (ACEF) in association with CNN News 18. TAFE Corporate Communications team secured pole position in terms of total number of awards under the Branding & Marketing, CSR and Rural Marketing categories at this event.

More than 120 corporates had participated in this event and there were more than 300 applications under various categories. The application process was detailed and exhaustive. The jury which evaluated the applications was a mix of leading industry experts, academicians and creative directors which included the likes of Pops KV Sridhar – Chief Creative Officer, Hyper Collective, Sujan Roy – Head International Business, TATA Motors, Dr. Swati Padoshi – Director IIBM and Santhosh Nair – VP Business & Strategy, Grey RC&M.

TAFE has always been committed towards contributing to the community by helping improve the social landscape in an effective and sustainable manner. It has an instilled sense of caring and sharing at the very core of its business ethics. This commitment was duly rewarded at the event where TAFE Corporate received two Grand Prix Gold Awards in the CSR Category including the ‘Overall Excellence in Social Responsibility’ and the ‘Asian Good Company of the Year’.

Awards won by TAFE Corporate Communications for Brand Building:

  • Gold : Most Admired Organization for Social Cause – TAFE Corporate
  • Gold : Asian Good Company of the Year – TAFE Corporate
  • Gold : Overall Excellence in Social Responsibility – TAFE Corporate
  • Gold : Best use of Digital Media – Massey Ferguson India
  • Gold : Best Media Relations / PR Campaign – JFarm Services
  • Bronze : Most Admired Brand of the Year – TAFE ‘Cultivating The world’

Awards won by TAFE for JFarm Services and Farmers’ Day (CSR):

  • Gold : Most Admired Activity for Sustainable Development in Rural Area – JFarm Services
  • Silver : Most Admired Activity for Community Uplifting – JFarm Services
  • Silver : Rural On-Ground New property of the year – JFarm Services
  • Silver : Best CSR Event – Farmers’ Day

Other participating companies included TATA Motors, TATA Power, Mahindra & Mahindra, ITC Limited, Schindler, Gulf Oil, Philips, DHL, Reliance Foundation, Dell India, Sony Entertainment, Sun Pharma, Cipla, Glenmark, Yes Bank, PNB Metlife, Motilal Oswal, DCB Bank, Sony Music, Radio Mirchi, Fab India, Max Life Insurance, ACC Cement, Birla White, FCB Ulka, Grey Advertising, Dentsu Aegis Network and Publicis Media.

Founded in 2012-13, Asian Consumer Engagement Forum and Awards are organized by a team of professionals from India, Sri Lanka and UAE, guided by Advisory Members from leading Branding, Marketing and Creative Agencies based in India, USA, Australia, Singapore, UAE, and Sri Lanka. Their programs are focused on customer engagement and consumer connect activities, branding, marketing, CSR, rural marketing, properties (hospitality and real estate), HR, and are planned for India, Sri Lanka, GCC Continent, and the Asia Pacific Regions.

This event is being telecasted on CNN News 18 on October 12, 2019 at 5:30pm

News | Milestones

TAFE inks agreement with Japan’s ISEKI for the manufacture of compact tractors in India

Chennai| November 29, 2018: Tractors and Farm Equipment Limited the world’s third largest tractor manufacturer by volumes and ISEKI & Co., Ltd, the third largest Japanese agricultural machinery manufacturer for tractors, planting and harvesting machinery, and engines, inked an agreement for the manufacture of compact tractors in India.
Under this agreement, ISEKI will offer product technology to TAFE for the manufacture of these products for the Indian market. The scope of the agreement will, in addition, cover sourcing of components/ assemblies through TAFE, building on the volume advantage that TAFE offers. TAFE will offer ISEKI’s premium light utility compact tractors in the 35-54 hp range in India. These multi-utility light weight tractors with advanced features can be used for puddling operations, orchard and plantations land preparation, tilling, inter-cultivation and spraying applications to name a few. The tractors will be manufactured in TAFE’s Madurai plant and expected to roll out by 2020.
Mallika Srinivasan, Chairman and CEO – TAFE, said, “This agreement brings together ISEKI’s rich experience in the light utility compact tractor segment globally and TAFE’s strong position in the Indian market, along with its strong manufacturing capability and robust supply chain, to offer Indian customers an international product range that will meet their requirements in new, emerging applications through a unique value proposition.”
ISEKI & Co Limited was founded in 1926 in Matsuyama, Ehime with a business philosophy to deliver products that satisfy consumer demand and contribute to agriculture development both in Japan and around the world. ISEKI’s products enjoy a strong market presence in Japan, South East Asia, Australia and USA, and, are reputed for their quality and technology. ISEKI also manufactures tractors for AGCO, with whom TAFE shares a 50 year-old association, the longest partnership in the tractor industry.
Mr. Kikuchi, Chairman of ISEKI, on signing this agreement said, “We will enter into the largest tractor market in the world, India and the Indian subcontinent with greatest partner called TAFE. We’ll promote technical alliances with TAFE by this agreement and collaborate with each other as important partners not only for India but also for our global strategy in long term. We believe our global strategy is founded by this cooperation with TAFE, and we hope we can contribute great relationship between three companies to promote global strategy together.”
Read | Milestones

The Sunday Standard honors Ms. Mallika Srinivasan at Devi Awards

The third edition of The Sunday Standard Devi Awards was recently held in New Delhi. 12 women achievers from India were felicitated for displaying dynamism and innovation in their line of work. TAFE Chairman & CEO, Ms. Mallika Srinivasan, crowned by many as the ‘Tractor Queen’ was one among the 12 women who was recognized. She received the award from Smt. Smriti Z Irani – Union Textile Minister of India.

The ‘Devis’ are selected by a jury on the basis of their contribution to their chosen line of work, as well as society in general. They aren’t your usual suspects. They are the unsung heroes who silently and relentlessly work towards making our world a better place.

The Sunday Standard in a write-up titled “For putting farmers first” pays tribute to Ms. Mallika Srinivasan, her work at TAFE and beyond:

Attired in her trademark salwar-kameez-dupatta and a string of pearls, Mallika Srinivasan sits with ease behind the wheel of a giant tractor, justifying the epithet ‘Tractor Queen of India’.

And why not? Farming in India has long been a male dominated activity. But Srinivasan—a Wharton graduate—has defied all odds to make her company the world’s third-largest tractor manufacturer.

As Chairman and CEO of the Chennai-based tractor major, she has developed relevant technology to suit evolving needs of the farmers, optimised costs, and tapped global markets to establish TAFE as a quality mass manufacturer of tractors and a lean, resilient organisation that can weather the cyclicality of the business.

Under her aegis, the company has become a INR 93 billion company that sees annual sales of over 150,000 tractors and has a presence in over 100 countries. Srinivasan is also a well-known philanthropist with an abiding interest in education and healthcare.

She supports Sankara Nethralaya and the Cancer Hospital in Chennai, as well as a number of educational and healthcare facilities in the Tirunelveli district of Tamil Nadu. She is also involved in the promotion of of Indian culture, classical music and traditional art forms through the Indira Sivasailam Foundation. She is the recipient of multiple awards, including the Padma Shri for her contribution to trade and industry in 2014.