Tata Steel is turning to the oldest brand in its stable, Tata Agrico, to fork-lift its share in the fast-growing market for mechanised farm equipment. The company is also diversifying the Tata Agrico portfolio into newer product segments from traditional farm equipment in a bid to breathe new life into the vintage brand.

Tata Steel is also poised to take the brand overseas by launching garden tools under Tata Agrico brand in Europe and the US by the end of this year.

"With growth in traditional equipment slowing down to 2-3 % a year, we were faced with a choice — whether to allow our oldest brand wither or revive it. That’s when we took a conscious decision to infuse new life into Tata Agrico. In the past five years, the brand turnover has doubled. We are targeting a turnover of Rs 300 crore from Tata Agrico by FY12," Sarvesh Kumar, chief (Agrico business & retail initiatives ) Tata Steel told ET.