On 2nd June 2023, Swaraj Tractors launched its new Compact Light Weight tractor range called Swaraj Target in Mumbai. The new range was designed to set a benchmark in the Compact Light Weight tractor category with its strong performance, modern features, and advanced technology.
Scarecrow has been a part of the Swaraj Target journey right from day one. Our team began by travelling to Nashik to meet grape farmers and understand their unique needs. Based on these insights, we developed a list of potential names for the new tractor range and finally chose the name ‘Target’, which perfectly captured its purpose and promise.
We handled every stage of the brand journey, from branding and creative ideation to the product launch event, national campaign, and regional rollouts. Thus, we ensured a consistent and impactful brand presence across all touchpoints.
The name Swaraj Target reflected the tractor’s purpose-driven design, created to meet the specific needs of Indian farmers and help them achieve their farm productivity goals through specialised mechanisation solutions.
The range was developed for progressive and aspirational farmers who were eager to adopt the latest farming practices and technology. It combined power with modern features to deliver high efficiency in spraying, intercultural operations, and other farm applications.
Swaraj Target came with several technology upgrades that improved comfort and ease of use for operators. Features like the synchromesh gearbox offered smooth, car-like gear shifts, while the multi-implement control system allowed farmers to manage several tools at the touch of a button. With its narrow track width and low turning radius, the tractor made it easier to move through tight farm spaces, reducing crop damage and saving time.
Two models in the 20–30 HP (14.91–22.37 kW) category were introduced, the Swaraj Target 630 and Swaraj Target 625. The Swaraj Target 630 was made available through the company’s wide dealer network in Maharashtra and Karnataka at an attractive price.
The Swaraj Target range marked a major step for Swaraj Tractors, opening new opportunities in the growing horticulture mechanisation segment. This launch aligned with the company’s mission to Transform Farming and Enrich Lives, helping farmers move toward modern agriculture. With its focus on technology, comfort, and productivity, Swaraj Target strengthened Swaraj’s legacy of reliability and performance.