Tractors and Farm Equipment Limited (TAFE), the third largest tractor manufacturer in the world, has engaged D’Art Design to roll out 200 concession stores across India. D’Art Design has delivered Eicher Tractors Global Retail Identity in conjunction with TAFE dealership accompaniments for its new ‘Prima G3’ tractor. Eicher constantly struggled to relate to the turbulence posed by his national and international counterparts.
Eicher’s Prima G3 is primarily a premium segment launch created with advanced technologies to facilitate the growth of the agricultural industry. With ‘Naye India ka Naya Tractor’, TAFE is ready to emboss Prima G3 with new age agriculture and farmers.
Mallika Srinivasan, CMD – TAFE as well as the senior panel announced the launch of 200 concession store rollouts with D’Art across India. Additionally, she added, the design glued the overall aesthetic to the brand ethos so that the perception of the product was perceived the way the brand had thought of in the first place. With the specifics of lighting and design language. All the elements perfectly supported the stature of the brand.
Congratulating the design at the launch of Eicher’s new corporate identity, Syed Shahnawaz – Global Director – Marketing, D’Art added, “There is a perception in the Indian context whenever we try to do that in the rural segment, it has to be basic. Because farmers don’t understand the technology, their exposure to the world is less. Eicher came up with the version of the new age farmer because he is literate and knows how to use complex technology for new age organic farming. Therefore, providing the platform that matches the tone of the new era farmers and creating the whole retail personality in the environment was a very difficult task. Following the launch, farmers were amazed and delighted that yes, we have now received our due. »
Reflecting the same, the business identity resonates with the experience which has been enhanced with the dealership. D’Art has woven the design story in such a way that the dealer, the product and the brand remain intact in the mind of the consumer. Eicher’s newly launched business identity is just a synonym for their growth which is expected in good spirits.
Read more: TAFE launches Eicher Prima G3 tractors for next generation farmers
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