News | CSR

TAFE’s free of cost tractor rental platform – ‘JFarm Services’ launched in Assam by Shri. Atul Bora, Minister of Agriculture, Government of Assam

TAFE’s ‘JFarm Services’ is a CSR initiative aligned to TAFE’s vision of cultivating the world to enrich the lives of farmers across India. This initiative was formally launched in Assam in partnership with the State Government, by Shri. Atul Bora, the Honorable Minister of Agriculture, Horticulture and Food Processing, Animal Husbandry & Veterinary and Town & Country Planning, Government of Assam.

TAFE’s JFarm Services aims to increase easy access to farm mechanization solutions through rental of tractors and modern farm equipment to small and marginal farmers, enhancing their productivity and increasing their income significantly.

It facilitates the hiring of tractors and modern farm machinery to farmers, free of cost, through its
Farmer-to-Farmer (F2F) rental platform. TAFE’s JFarm Services will collaborate with the agricultural development officers of the Assam Government to ensure wide outreach and successful roll-out of the platform.

Agriculture continues to be the primary occupation in Assam. About 70% of the population in the state is dependent on agriculture as a source of livelihood. With majority of them being small or marginal farmers, there is tremendous potential in the state for growth and increase in productivity through farm mechanization.

Ms. Mallika Srinivasan, Chairman & CEO – TAFE, said: “India is a land of small farms. A majority of farmers in our country, almost 85% of them have no access to farm mechanization to improve their yields and income. JFarm Services is a CSR initiative that allows both – farmers offering their tractors and farm equipment on rent, and smaller farmers seeking this service, to benefit directly from the JFarm Services app. It is our aim to reach out to the farmers of Assam, touch the lives of millions of farmers across the country and achieve our Honorable Prime Minister’s vision of doubling farmers’ income by 2022.”

The JFarm Services App will connect tractor owners and Custom Hiring Centres (CHCs) operated by tractors and equipment owners directly to farmers seeking farm mechanization solutions, thereby facilitating a fair and transparent rental process while focusing on quality, dependability and timely delivery. JFarm Services offers the farmers and renters a wide range of prospects for hiring and renting of farm equipment and connects them directly to negotiate and fulfil their respective requirement. With this pioneering platform, TAFE brings the benefits of the technology-enabled sharing economy to boost the income of farmers.

Mr. T R Kesavan, President & COO, Product Strategy & Corporate Relations – TAFE, said: “TAFE, in collaboration with the Government of Assam, has launched JFarm Services to create sustainable agricultural productivity and growth for the state through the shared economy model. Small and marginal farmers hold about 85% of the total land holdings in the state. This initiative will support the state in making farm mechanization available to these farmers. JFarm Services is completely transparent and is free of any hidden charges or commissions.”

Farmers can hire tractors and equipment via the JFarm Services Android App or by contacting the toll-free helpline 1800-4-200-100 / 1800-208-4242. The App can be used on low-cost Android phones, is designed to run on very little data and can be used in English and Hindi apart from the various other regional languages. The
JFarm Services App is a stellar example of the Digital India initiative, tailored to benefit the Indian agricultural landscape. This service by TAFE will foster digital empowerment of Indian farmers while creating a breed of new rural entrepreneurs and significant job opportunities.

JFarm Services, besides Assam, has a presence in states like Rajasthan, Madhya Pradesh, Uttar Pradesh, Bihar, Odisha, Jharkhand, Maharashtra, Karnataka, Andhra Pradesh, Telangana and Tamil Nadu, and has directly benefitted about 295,000 users resulting in over 820,000 hours in hired farm machinery usage. In a short span of time, JFarm Services has become one of India’s largest farm equipment aggregation operators.


TAFE Appoints Sandeep Sinha as CEO

August 26, 2019 | Chennai: TAFE today announced the appointment of Sandeep Sinha as CEO. Sandeep Sinha joins TAFE with a successful track record spanning over two decades of global and domestic industry experience.

In his previous role as Managing Director, Cummins India, he successfully led all the businesses and operation functions in the Asia region, and has been instrumental in increasing customer engagement and leading transformational quality initiatives across the organization. He has held several roles in supply chain as well as corporate strategy functions including a tenure with Cummins Inc. in the USA.

Mallika Srinivasan, Chairman, TAFE, said: “I am confident that as we pursue our vision of “Cultivating the World” and transforming the lives of farmers globally, Sandeep Sinha’s rich and relevant experience, in addition to the alignment of values, will bring strong and insightful leadership to our team’s journey. I welcome Sandeep to our team.”

Sandeep Sinha will report to Mallika Srinivasan, Chairman, TAFE.

In a parallel move, S. Chandramohan has been elevated as Group President (Finance & Investment Strategy) and T.R. Kesavan has been elevated as Group President (Corporate Relations & Alliances). S. Chandramohan and T.R. Kesavan will report to Mallika Srinivasan, Chairman, TAFE.


TAFE’s Amirthavalavan receives the prestigious IDG Security & CSO100 Award 2019

Amirthavalavan A, Senior Program Architect at Tractors and Farm Equipment Limited, has won the prestigious IDG Security & CSO100 Award for the year 2019 at a ceremony held in Pune, Maharashtra.

He joined the company in the year 2000 as an IT Manager and has been with TAFE for close to two decades now. He was responsible for the deployment of deep security for virtualization landscape, Data Loss Prevention with IRM (Information Rights Management). Through this deployment, the organization has a control over confidential data with its suppliers, bankers and dealers. The solution is deployed in a distributed architecture across the company.

This recognition showcases TAFE’s commitment in adhering to Info Security standards to ensure all security initiatives are functionally governed, efficiently managed for risk and complied with standards, data protection, policies and procedures for sustained security of information assets

The 2019 Winners of IDG Security Day and CSO100 Awards were felicitated by the Elite of India’s Cyber security space who use latest technologies to secure digital assets in their enterprises. TAFE stood out amongst hundreds of applications that they received from across India this year.

International Data Group (IDG) is the world’s leading technology media, data and marketing services company. The group which has a global presence, functions as a global platform to acknowledge leading information security experts in the enterprise arena through its flagship events and awards like CIO100 and CSO100. Notably, IDG has instituted 21st June as the ‘IDG Security Day’ to bring in the deserved focus on IT Security.

TAFE takes immense pleasure in congratulating Amirthavalavan and the IT Team on this achievement. This award reflects their hard work and commitment towards setting high standards in Info Security. Best wishes to him and the team!


TAFE ropes in Akshay Kumar as Brand Ambassador for Massey Ferguson India

TAFE – Tractors and Farm Equipment Limited has announced a brand association with actor Akshay Kumar for Massey Ferguson tractors. Over the past 60 years, TAFE has been reshaping the agricultural landscape of India and the world with a global footprint across 100 countries and a cumulative sale of about 2.5 million tractors to date.

The globally renowned Massey Ferguson brand is one of the most iconic tractor brands, especially in India. Reputed for its superior and futuristic technology, international styling and ergonomics, the Massey Ferguson range offers robust performance and uncompromising quality with over 125 products and variants.

Acclaimed actor Akshay Kumar has endeared himself to fans across the world with immense mass appeal especially in rural India, where he is considered as the “King of Action” and the compassionate social crusader. His acting style is a fine blend of sensitivity and heroic boldness. His roles range from the rugged hero to being the intelligent social transformer. His innate ability to handle challenging roles to meet the expectations of his fans has distinguished him as one of the most versatile actors of Indian Cinema.

This association between India’s iconic Massey Ferguson tractors and Akshay Kumar resonates well with their brand personalities. One rules every terrain and every task with ease, and the other portrays any role and character with absolute confidence and style. Versatile, dynamic and ready to take on challenges, both have withstood the test of time with an ever burgeoning popularity that stands testimony to their performance.

Speaking on the association, TR Kesavan, President & COO – Product Strategy and Corporate Relations, TAFE said: “Massey Ferguson tractors with its superior performance and modern engineering is an industry leader in agriculture, haulage, infrastructure and industrial applications. We believe a dynamic, powerful and accomplished brand ambassador like Akshay will help build a strong connect with our customers.”

On his association with the Massey Ferguson brand, Bollywood Superstar Akshay Kumar said, “I look forward to my association with the legendary Massey Ferguson tractors from TAFE, one of the pioneers in agriculture mechanization. Driving a Massey Ferguson with a loaded trailer, I could truly understand what makes it India’s most loved tractor. It was evident why it enjoys such tremendous loyalty and pride of ownership by our farmers.”

TAFE’s association with Akshay Kumar for Massey Ferguson tractors will feature power-packed high visibility campaigns covering a series of television commercials, advertisements and digital promotions that will spotlight India’s favorite Massey Ferguson tractors and the world-renowned actor Akshay Kumar, embarking on a new journey together.

Watch the TVC here:



TAFE Sports and Recreation Club’s Annual General Meeting 2019

TAFE Sports and Recreation Club’s Annual General Meeting for the year 2019 was held recently amidst a lot of fun-fare. This is an annual event that brings together all the club members and recognizes the winners of the various contests and tournaments that were hosted by the club that year. The new office bearers of the club took charge for the upcoming term, during this meeting. This event also witnessed various music and dance performances by the employees and an open forum was organized for all members to discuss and share their suggestions for club.

The origin of this club dates back to the year 1960, when the Former Chairman, A. Sivasailam, wished to create a recreational platform for the employees of the company. As a Chief Patron of the club, he established the ‘TAFE Club’. In the year 1968, this officially became the ‘TAFE Sports and Recreation Club’ with around 30 members being part of it. Our Chairman Ms. Mallika Srinivasan took over as the chief patron of this club in the year 2012.

Now, every year the club organizes sports tournaments, trips and movie outings among other recreational activities. 2018-19 was a key year for the club which saw over 100 new enrollments and a series of tournaments including cricket, futsal, badminton and carom. Apart from sports events, the committee also organized a movie outing and holi festival celebrations.

The club, which will witness the Golden Jubilee celebrations this year, now has over 260 members.


TAFE signs MoU with Petroleum Conservation Research Association to aid efficient energy utilization in agriculture

Petroleum Conservation Research Association (PCRA), Ministry of Petroleum & Natural Gas, Government of India and world’s third largest tractor manufacturer by volumes, TAFE – Tractors and Farm Equipment Limited, signed an MoU to aid conservation of resources across the country. An industry first, this collaboration between the premier government body PCRA and tractor major TAFE, was inked at New Delhi by Mr. Alok Tripathi (IAS), Executive Director – PCRA, and Mr. T R Kesavan, President and COO – Product Strategy & Corporate Relations, TAFE.

PCRA plays an active role in proposing policies and strategies to the Government of India for petroleum conservation aimed at reducing excessive dependence of the country on oil. Under the MoU, it is planned to jointly conduct Agriculture Workshops and Melas by involving TAFE’s extensive dealership network in spreading awareness / sensitizing farmers on the advantages of better maintenance and upkeep of their tractors and implements, resulting in lesser fuel consumption and efficient utilization of resources, thereby helping farmers maximize their productivity and profitability.

Field trials will be used to demonstrate the right usage and proven methods that impact the bottom line of the farmers, thereby increasing productivity per unit of power consumed. Precision agriculture and water conservation will mitigate over usage of critical resources. Contributing towards energy conservation and reducing dependency, this joint CSR effort by TAFE and PCRA will help the farmers to minimize costs through conservation, recycling and use of alternate energy.

This engagement will further include joint outreach events and knowledge sharing modules for farmers curated by PCRA through TAFE’s ‘JFarm Services’ App.

About Petroleum Conservation Research Association (PCRA)

PCRA is a registered society set up under the aegis of Ministry of Petroleum & Natural Gas, Government of India.  As a non-profit organization, PCRA is a national government agency engaged in promoting energy efficiency in various sectors of economy. It helps the government in proposing policies and strategies for petroleum conservation, aimed at reducing excessive dependence of the country on oil requirement.  Over the years, PCRA has enlarged its role in improving productivity in use of various sources of energy.

PCRA aims at making oil conservation a national movement. As part of its mandate, PCRA is entrusted with the task of creating awareness amongst the masses about the importance, methods and benefits of conserving petroleum products & emission reduction.


JIPM honors TAFE Sembiam Plant with the ‘Special Award for TPM Achievement’

TAFE Sembiam Plant was honoured with the ‘Special Award for TPM Achievement’ by the Japan Institute of Plant Maintenance (JIPM) at the 2018 TPM Awards held in Kyoto, Japan on 21st March 2019.

The Sembiam plant, in pursuit of excellence in Total Productive Maintenance (TPM), expanded the scope from production process to business process by aligning all functions under the scope of TPM. The team set a target to reduce the total product cost by establishing systems that strengthen and enhance the capabilities of the production floor and by implementing environmental conservation programmes.

As a result, TAFE Sembiam reduced the total product cost to a number lesser than the set target and became the least cost manufacturer of components and aggregates among other TAFE suppliers. The team achieved 100% delivery performance and reduced the lead time and inventory by producing as and when the need arises. This was aided by the implementation of Kanban Signal from Customer to Supplier.

The TPM Awards, promoted by the Japan Institute of Plant Maintenance are awarded to factories which have achieved efficiency by adopting company-wide Total Productive Maintenance.


TAFE showcases exports tractor range at CII-EXIM Bank Conclave 2019

TAFE Exports and Emerging Markets (EEM) team participated in the CII-EXIM Bank conclave on India-Africa Project Partnership held in New Delhi from March 17-19, 2019. TAFE was the Gold Sponsor of the event and showcased the prowess of its exports tractor range which was highly appreciated by the delegates and participants from Africa and India alike.

The Honorable Deputy Prime Minister of the Kingdom of Lesotho, Mr. Monyane Moleleki visited TAFE’s pavilion and interacted with the EEM team including Mr. Sudarsan, the Vice President (EEM). Numerous other diplomats and businessmen from other African countries also visited and expressed their interest in TAFE tractors.

The CII-EXIM Bank conclave is one of the most prestigious events for the Indian and African governments and industry to meet, discuss and explore new avenues of partnerships. This annual gathering enables leaders from both the countries to take stock of the progress of partnerships and address future needs in this regard.

Read | Spotlight

“Massey 4.0” – Maha Service Camps organized across India

Massey tractors for Life! With every purchase of a Massey, customers gain a companion for life in the form of MF’s reliable and prompt aftersales service. As a testament to this, TAFE, in collaboration with its dealer network, organized its Maha Service Camp – “Massey 4.0”, this February across all the states in India.

Some of the offerings in these camps include, free washing and greasing, discounts on labor charges, extended warranty registrations, discounts on parts and oil and free servicing on major service jobs. Additionally, dealers in few states offered test drives of latest MF tractors and servicing of the farm implements.

Apart from MF Tractors, this camp also gave an opportunity for the customers to get their other branded tractors serviced by TAFE’s technicians.

This unique and thoughtful initiative, which was highly appreciated by the customers, provides them with best-in-class service for their tractors, empowering them to be our partners in our journey of ‘Cultivating the World’.

News | Spotlight

TAFE wins 3 awards at Frost & Sullivan’s GMLA 2018

TAFE Tractors and Farm Equipment Limited, has won 3 awards in the “Frost & Sullivan Global Manufacturing Leadership Award” in the categories of Supply Chain Management, and Enterprise Integration and Technology, for the year 2018. The TAFE team received the awards at the Frost & Sullivan Manufacturing Leadership Awards at Huntington Beach in California, USA, on June 13, 2018.

Frost & Sullivan’s Manufacturing Leadership Awards, now in their 14th year, honor companies and individual leaders that are shaping the future of global manufacturing. Winning projects and individual manufacturing leaders have demonstrated achievement in clearly defined categories, and are chosen by a panel of expert judges for results that have delivered clear and compelling value, return on investment, and other tangible outcomes.

The awards are as follows:

  • Enterprise Integration and Technology Leadership Award for “TAFE Digital Quality Management System”
  • Supply Chain Leadership Award for “TAFE Supplier Risk Management Model”
  • Supply Chain Leadership Award for “TAFE Differential Engagement Model”

To quote Frost & Sullivan, “TAFE is now among an esteemed group of leaders who are shaping the future of global manufacturing.”