Aiming at improving its earnings profile, Escorts is now redefining market share by focusing on higher-priced products. The company is also planning to prune cost, align company's parameters with that of the industry, and carve out a pan-India presence for itself. Escorts has exited low-margin business of tractors up to 30 hp and concentrated on the higher margin segment between 30 hp and 60 hp, and plans to top the 50 hp-plus segment.

The market share in the 50-hp segment increased to 6 per cent in the December 2013 quarter from 1.5 per cent in FY11. The company is targeting a market share of 20 per cent in the next three years, according to S Sridhar, CEO, Agri Machinery Division, Escorts.

Escorts is also raising its dealership to 900 from 750 currently, out of which 50 per cent are likely to be in the southern/western region.