Hyderabad-based Cellestial E-Mobility forays into Mexico

Hyderabad: Cellestial E-Mobility, the manufacturer of India’s first electric tractor, as part of its global expansion, has forayed into Mexico through a marketing, sales, and distribution partnership with Mexican company Grupo Marvelsa. The Hyderabad startup primarily caters to agri, airport ground support equipment (GSE) and goods carrier sector. The 30-year-old Mexican partner will bring into […]

Hyderabad: Cellestial E-Mobility, the manufacturer of India’s first electric tractor, as part of its global expansion, has forayed into Mexico through a marketing, sales, and distribution partnership with Mexican company Grupo Marvelsa.

The Hyderabad 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.

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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, cause 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, stated, “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 eMobility -The first electric tractor into the Mexico market.”

Cellestial E-Mobility 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 $21.5 million (over Rs 160 crore).

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