The Strategist at TAFE
Mallika Srinivasan,Chairman and MD, Tractors and Farm Equipment (TAFE)
"Any business problem can be solved with courage, passion and compassion," says Mallika Srinivasan, chairman and MD, Tractors and Farm Equipment (TAFE). The company's performance and initiatives in the last one year bear testimony to her statement. As Covid threw life out of gear, the company went digital, uniting employees, dealers and suppliers to provide infrastructure and equipment to its customers —farmers — in the remotest corner of the country. Digital initiatives included marketing campaigns and training programmes like train the trainer. It also launched 17 new products including its Dynatrack tractor series and new services like free tractor rental schemes. All these reflected in the business growth of the company that her grandfather set up. TAFE reported good sales, increased cash flow and solid growth in market share.