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Published on: Feb. 16, 2022, 10:55 a.m.
Cellestial show in Mexico
  • The company targets to sell 4,000 e-tractors in the Mexican market over the next three years

By Business India Editorial

It is time for the manufacturer of India’s first electric tractor, Cellestial E-Mobility, to look beyond the country.

As part of its global expansion, the company has forayed into Mexico through a marketing, sales, and distribution partnership with Mexican company Grupo Marvelsa.

The Hyderabad-based startup primarily caters to agri, airport ground support equipment (GSE) and goods carrier sector. The 30-year-old Mexican partner will bring into the deal its strength of 2,500 dealership network, 800 authorised service centres, and a fleet of 35 vehicle units.

Siddhartha Durairajan, founder and CEO of Cellestial, said: “We found tremendous strategic and international marketing synergy with Grupo Marvelsa, besides, export sales. Further, we are exploring to leverage Mexico’s manufacturing power to produce our e-tractor and sell to the local market as well as create a base to serve North-American e-tractor markets.”

Cellestial E-Mobility unveiled the e-tractors in March 2020, equipped with advanced features such as quiet, economical to operate, zero emissions, and have low maintenance costs. They also offer cutting-edge battery technology, innovative smart-functionality, and robust engineering.

“Initially we target to sell 4,000 e-tractors in the Mexican market over the next three years. We have already crossed an order book of 1,800 tractors in India,” he added.

Diego Iturrioz, co-managing director at Grupo Marvelsa, said: “It’s a wonderful and growing segment to get into and the tractor industry is a big market in Mexico. We firmly believe it is a win-win partnership for both, and we welcome Cellestial E-Mobility  – The first electric tractor into the Mexico market.”

Cellestial began its operations in May 2019 armed with an investment from a Singapore-based angel investor. Tube Investment of India, part of the diversified Murugappa group recently agreed to acquire around 70 per cent controlling stake in Cellestial E-Mobility for an investment of over Rs160 crore.


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