Domestic Tractor Sales Report September 2025 | Brand-wise Tractor Sales in India

September 2025 was a strong month for India’s tractor market, with retail volumes rising modestly year-on-year to 64,785 units (Sep 2024: 62,527) according to FADA-based retail tabulations. The month combined regular seasonal demand, early festival buying and a favourable policy tailwind that together kept dealer showrooms busy through the Navratri period.

Market leadership remained divided across a couple of Mahindra group entries. Mahindra & Mahindra’s core tractor brand sold 15,515 retail units in September, while the Swaraj division added 11,559 units — together they account for a dominant near-41.8% share of retail volumes. That split (parent brand + Swaraj) underlines Mahindra’s multi-brand approach across geographies and customer segments, and shows how the group captures both utility and value-oriented buyer cohorts. 

TAFE (Massey/TAFE) delivered a notable retail performance, up ~9% with 7,943 units, continuing its steady push in mid-range and high-volume segments. CNH/New Holland also stood out for strong growth (reported ~24.6%), reflecting an effective product or channel push in the month. At the same time Sonalika — despite reporting record high company monthly shipments in some company communications in October — shows a small retail dip in the FADA retail table (7,756 units, −4.4% YoY), suggesting some of its volume may have been movement in wholesale/exports or timing differences between wholesale and retail. (See company releases for wholesale/total figures). 

Escorts (including the agri machinery group) sold 6,692 units (up ~6%) and John Deere’s retail numbers were largely flat (4,814 units). Eicher, a consistent mid-tier performer, contributed nearly 3,851 retail units. Smaller players and “others” combined for ~3,515 units, a category that fell slightly YoY and highlights the continuing consolidation of retail volumes among the top 6–8 OEMs. 

Why did September perform this way? Three main drivers are visible: first, seasonality — Kharif sowing and allied farm activity normally underpin mid-year demand. Second, festive pull-forward — with Navratri and related festival buying in late September, many farmers accelerated purchases. Third, policy and affordability changes — a recent GST reform and financing schemes gave an extra incentive, lifting both footfalls and conversion rates at dealer lots. These combined forces created a concentrated demand window, benefiting brands with strong dealer reach and ready inventory.

What to watch next: a portion of September’s uplift can be “pulled-forward” demand from the festival season, which may moderate sequentially in October/November comparisons. Also watch wholesale vs retail alignment — several OEM press releases reported record company shipments (wholesale) for September, while FADA retail shows more moderate increases; the gap between these two measures will determine near-term inventory flow and dealer restocking dynamics. Overall, though, the broad message is positive: healthy rural liquidity, normal monsoon indicators and policy nudges combined to keep tractor retail demand in growth territory in September 2025.