Mahindra’s Swaraj Division has launched a new app., ‘Mera Swaraj’, to enhance its already strong connection with its customers, most of who are farmers. Expected to add a new dimension to the company’s customer relations strategy, the new app. is currently available in 10 languages. To be used to further strengthen the bond with the customers according to Viren Popli, COO, Swaraj Division, the app. will provide access to products and services. To be integrated with more services features, making it a one stop shop for Indian farmers and tractor owners, the app. will also facilitate the integration of customers with both, their local dealer and Swaraj Tractors. The most interesting part perhaps is the DIY section the app. will offer. It will provide access to ‘Do it Yourself’ videos for self-maintenance of the tractor.