They say ideas come from curiosity. And it holds true for Pradeepta Badajena, managing director of Modern Agro Motors and Tractors Private Limited, as well. As a child, he would often enquire about vehicles, and growing up, he learnt the nitty-gritty of the automobile industry. After higher studies, he went on to become an entrepreneur. Badajena took some time out of his busy schedule to speak to Orissa POST on a host of issues.

How’s the demand for tractors in Odisha?

About 70 per cent of the population of Odisha, which is primarily an agrarian economy, earns its livelihood through agriculture and allied activities. Modern equipment like tractors has replaced traditional farming methods involving draught animals, thanks to technological innovation. These days, tractors are also used for non-agricultural activities like transportation of goods. The market for tractors has expanded by 45-50 per cent during the last 20 years.

What’s the role of branding in your business?

Brand obviously helps you stand out in the market. However, customer relationship is the key to growth. Chances of a customer choosing your product over the other in a category depending on your engagement with the consumer in terms of sales and after-sales services.

Any expansion plan?

Production and sale of tractors have nosedived since Covid-19 struck the country in 2020. Hence, as of now, there is no such big expansion plan. However, efforts are on to intensify consumer-connect initiatives. Our units in Puri and Khurda are being renovated for a better customer experience.

What are your major areas of thrust that help business expansion?

As said earlier, branding and customer satisfaction are the key areas in today’s highly-competitive market. Your reach to consumers, especially farmers, defines your business. Our well-trained customer care executives have been offering round-the-clock assistance. Moreover, we are leaving no stone unturned to ensure quality products and services.

How do you spend leisurely hours?

There is nothing called leisure when you are into business. However, whenever I get some time out of my busy schedule, I spend it with family and friends. Foreign trips and social activities also fascinate me.

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