Tractor manufacturers need to proactively support cash-strapped farmers in India

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Not only does tractor rental have an impact on the perceived quality of tractor, it also has a discernible impact on brand loyalty and advocacy that tractor manufacturers cannot afford to ignore as it will have a direct impact on their future revenues and profitability.

Therefore, for tractor manufacturers to help support farmers, it is important that they focus not only in providing the product quality of their machines to cope with increased demands of rental work, they must also invest time and resources in advising customers on how best to maintain and use their machines across a variety of applications.