Customer Experience, Farmer Interaction and Product Training Centres to strengthen sustainable farming practices across the state.
India: Tractors and Farm Equipment Limited (TAFE), one of the world’s largest tractor manufacturers, inaugurated its adaptive research centre, TAFE JFarm Rajasthan, at Bhawani Mandi on 2nd April 2026, reiterating its commitment to driving farm productivity and farmer prosperity through sharing sustainable agricultural practices.
Mr.T.R. Kesavan, Group President – Corporate Relation and Alliances led the inaugural with his opening address. The facility was inaugurated by Mr. Sandeep Sinha, Chief Executive Officer – TAFE, in the presence of key members from the local government bodies, Rajasthan Dealer Partners and the most important guests, its customers.
The newly inaugurated state-of- the- art JFarm Rajasthan facility is designed as an integrated ecosystem comprising:
- Customer Experience Centre (CEC) – Showcasing TAFE’s product range through live demonstrations and interactive experiences
- Product Training Centre (PTC) – Enabling hands-on technical training for dealers, service personnel, and farmers
- Farmer Interaction Center – Focused on knowledge dissemination, best practices, and modern agricultural techniques
This facility aims to empower farmers with practical insights and real-time demonstrations, helping them improve productivity and efficiency. The centre will showcase the latest advancements in agronomy and farm practices, including trends in crop production, protection, and processing, along with world-class farm mechanization solutions adapted to Indian farming conditions.
The JFarm Bhawani Mandi centre focuses on transforming Rajasthan’s agricultural landscape, with active participation from farmers, towards a more productive and sustainable future. TAFE believes in empowering its customers to become a progressive, self-sustaining, and prosperous agri-community.
JFarm, TAFE’s adaptive agricultural research and training initiative, was established in 1964 at Kelambakkam, Chennai, and has since been instrumental in bridging the gap between farm mechanization and on-ground farming needs. Apart from the Kelambakkam facility, JFarm has such a facility in Telangana. The JFarm and Product Training Centre (PTC) in Rajasthan is a CSR initiative and the third such facility in the country.
On the occasion of the inauguration, Dr. Lakshmi Venu, Vice Chairman, TAFE, said, “At TAFE, we have always believed that the progress of Indian agriculture depends on combining strong domain knowledge, appropriate technology, and a deep respect for sustainability. The inauguration of the JFarm Rajasthan, reflects this belief and our enduring corporate social responsibility (CSR) commitment to stand alongside farmers as partners in their growth.
This centre offers practical learning spaces—where farmers can see, experience, and adopt solutions through live field demonstrations, crop‑specific applications, and targeted training programmes. JFarm Rajasthan, as a key hub, will play an important role in advancing farm mechanisation and extending its benefits to farmers across Rajasthan and the wider North Indian region. TAFE’s vision of ‘Cultivating the World’ reaffirms its long‑standing association with the farming community in Rajasthan and reflects our belief that sustainable agricultural development must always be inclusive, practical, and farmer‑focused.”
About TAFE: tafe.com
TAFE – Tractors and Farm Equipment Limited, an Indian tractor major incorporated in 1960 in Chennai, India. As one of the largest tractor manufacturers in the world and the second-largest in India by volume, TAFE sells over 200,000 tractors annually. TAFE has earned the trust of customers through its range of products, which are widely acclaimed for their quality and low cost of operation. A strong distribution network of over 1,600 dealers effectively supports TAFE’s four iconic tractor brands – Massey Ferguson India, TAFE Tractors, Eicher Tractors, and IMT. TAFE exports tractors to more than 80 countries, powering farms in Asia, Africa, Europe, the Americas, and Russia.
In 2005, TAFE acquired the Tractors, Engines and Transmissions business of the legendary Eicher brand with German roots, through a wholly owned subsidiary – TAFE Motors and Tractors Limited (TMTL). In addition to tractors, TAFE and its subsidiaries have diverse business interests in various sectors including farm machinery, diesel engines and generators, engineering plastics, gears and transmission components, hydraulic pumps and cylinders, vehicle franchises and plantations. TAFE acquired the iconic Serbian tractor and agricultural equipment brand IMT – Industrija Mašina i Traktora in 2018. Furthermore, TAFE acquired FAURECIA’s Indian interior business of Group FORVIA – the French global automotive supplier, in 2022. TAFE has earned the trust of customers through its range of products that are widely acclaimed for superior quality and low cost of operation. TAFE’s social focus has been significant since inception and it contributes towards meaningful causes of agriculture, education, healthcare, community development, disaster relief, conservation and tribal welfare besides supporting traditional art forms.
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Media Contact:
Sunitha Subramaniyan, Chief Communications & Digital Marketing Officer, TAFE | [email protected]
Christopher Charles | Predict PR | 98424 75706 | [email protected]
