TAFE builds India's first AR-powered experience centre for tractors

Summary

TAFE turned its showroom at Bhawani Mandi, Rajasthan, into India's first AR-powered experience centre for agricultural machinery. We built 19 high-fidelity 3D models, gave each of the 19 products on the floor its own AR story, and opened the centre with a 4D anamorphic welcome video. Every buyer now gets the same detailed product explanation, whoever they speak to.

The brief

Tractors and Farm Equipment Limited (TAFE) is India's third-largest tractor manufacturer and among the top five globally, with a presence in 100+ countries and six decades in agricultural machinery. Product quality was never the issue. The challenge was explaining that quality in enough depth to buyers.

Agricultural B2B selling is technical. Dealers, distributors and institutional buyers need more than a machine on the floor. They want to know why this tractor, what makes it different, and what value it gives the farmer. A traditional showroom creates interest, but it does not answer those questions. TAFE wanted its products to stop being static showpieces and start telling their own story.

What we built

We designed and set up a phygital experience centre, combining the physical machines with a digital layer built on 3D modelling and AR.

19 high-fidelity 3D models

We rebuilt every product in the centre as an accurate 3D digital twin, with correct materials, mechanical detail and scale. These models are the basis of each AR experience.

An AR story on every product

Each of the 19 products has its own AR scan trigger. Visitors point a smartphone or tablet at the machine to open an AR overlay showing internal components, animated feature callouts and the product's key selling points. Instead of listing specifications, each story shows the benefit to the farmer, the engineering advantage and real-world performance.

A 4D anamorphic welcome

The centre opens with a high-resolution anamorphic welcome video that presents TAFE's brand values, heritage and vision as visitors walk in, so it is clear from the start that this is not an ordinary showroom.

How visitors move through the space

• Welcome: the anamorphic video fills the room as visitors enter.
• Product floor: all 19 products are physically present, so visitors can touch, measure and inspect them.
• AR activation: a visitor points a device at any machine to see animated breakdowns, such as how the engine delivers torque, how the hydraulics adapt to terrain, or how an implement increases crop yield.
• The decision: the digital layer explains the why and the value, so the buyer leaves informed and persuaded by the product itself.

Results

• Consistent buyer education: every buyer gets the same detailed explanation of all 19 products, whichever salesperson they deal with.
• Technical detail made clear: AR turns engineering features into reasons to buy, at the point where buyers are comparing options.
• First in the sector: no other company in India's agricultural machinery sector had built an AR-powered experience centre.
• Buyers finish the visit already persuaded by the product, because they have seen how it works.