KMBN 308- SUMMER TRAINING PROJECT REPORT

ON

Sales & Promotion in Mahindra

Towards partial fulfilment of Two Years (Full Time)

Master of Business Administration

Session: 2023-24, Batch: 2023-25

Under the Supervision of Submitted by:

Ms. Shefali Singh Naveen Verma

(Assistant Professor) Roll No.: 2312090700023

Faculty of Management Studies

Dr. APJ Abdul Kalam Technical University, Lucknow
Sec-11, Janki Puram Vistar, Lucknow, Uttar Pradesh, India
 DECLARATION

I hereby declare that the work entitled “Sales & Promotion in Mahindra”
submitted to the University is a record of an original work done by me under
the guidance of Miss. Shefali Singh ma’am (Assistant Professor) (AKTU,
Lucknow) and this summer training project report is submitted in the partial
fulfillment of Masters in Business Administration.

Date: Naveen Verma

Place: MBA III Semester

 CERTIFICATE FROM FACULTY GUIDE

This is to certify that Mr. Naveen Verma, third-semester student of Master of Business
Administration, Dr. A.P.J. Abdul Kalam Technical University Lucknow, has completed
the project report entitled “Sales and Promotion in Mahindra” towards partial
fulfillment of the requirement for the award of the Degree of Master of Business
Administration under my supervision.

Date: - Signature of the Faculty Guide

Place - Ms. Shefali Singh

 ACKNOWLEDGEMENT

I am highly indebted to my Faculty guide Miss Shefali Singh ma’am for her throughout
guidance and constant supervision as well as for providing necessary information
regarding the project & also for their support in completing the project.

I would like to express my gratitude towards my parents & my college mates for their
kind co-operation and encouragement which help me in completion of this project.

However, it would not have been possible without the kind support and help of many
individuals and organizations. I would like to extend my sincere thanks to all of them
who have willingly helped me out with their abilities.

Naveen Verma

MBA III Semester

 PREFACE

The study of consumer buying behavior is crucial in today’s competitive market landscape, where

understanding consumer preferences, motivations, and decision-making processes can lead to more

effective marketing strategies and stronger brand loyalty. This research focuses on analyzing the

consumer buying behavior specifically for Mahindra & Mahindra, a leading name in the Indian

automotive industry.

Mahindra & Mahindra has established itself as a trusted brand, known for its robust vehicles and

innovative designs, and has a strong foothold in both urban and rural markets. This study explores how

marketing and sales tactics influence consumer choices regarding Mahindra automobiles, delving into

aspects such as product features, brand reputation, price sensitivity, promotional strategies, and post-

purchase satisfaction.

By combining theoretical frameworks with real-world insights, this study aims to provide an in-depth

understanding of the factors driving consumer preferences for Mahindra vehicles. The insights gained

from this research can serve as valuable feedback for marketers, sales teams, and business strategists

seeking to align their practices with consumer expectations in the rapidly evolving automobile sector.

The findings are also expected to contribute to academic knowledge by offering a detailed case study

on consumer behavior patterns in the context of an Indian automobile giant. It is hoped that this research

will guide both industry professionals and scholars in developing a nuanced approach to consumer-

oriented marketing strategies.

CHAPTERS CONTENT PAGE No.

1. Introduction 8-31

2. Objective of the company 32-37

3. Target Market 38-44

4. Sales Network 45-59

5. Business Strategy 60-68

6. Why Mahindra Automobile Matters 69-71

7. Marketing Strategies 72-83

8. 84-87
Culture work of Mahindra

Research Methodology 88-89

9.

10. Finding of the Study 90-97

11. Conclusion 98

12. Limitation Of the study 99-100

13. Reference 101

14. Annexure 102-104

 INTRODUCTION

The headquarters of the Indian automaker Mahindra & Mahindra are located in Mumbai, Maharashtra.

Originally founded as Mahindra & Mohammed in 1945, it subsequently changed its name to Mahindra

& Mahindra. M&M, a division of the Mahindra Group, ranks among India's top automakers in terms

of production. By volume, its subsidiary Mahindra Tractors is the world's biggest tractor producer.

According to Fortune India 500's 2018 ranking of the best Indian firms, it came in at number 17.

Tata Motors and Maruti Suzuki India are two of its main rivals in the Indian auto industry. Mahindra

& Mahindra's current CEO and Managing Director is Dr. Anish Shah.

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On October 2, 1945, brothers Kailash Chandra Mahindra and Jagdish Chandra Mahindra, along with

Malik Ghulam Muhammad, established Mahindra & Mahindra as a steel selling company in Ludhiana

under the name Mahindra & Mohammed. Kailash Chandra Mahindra's grandson is Anand Mahindra,

the current chairman of the Mahindra Group. Ghulam Mohammed made the decision to relocate to the

newly established Pakistan in 1948. They left the Mahindra with stationery and an M&M corporate

stamp. They lacked the funds necessary to alter the name. They chose to rename the company Mahindra

& Mahindra because there were two Mahindra brothers involved.

Eventually, they recognized a commercial potential to start producing and selling larger multi-utility

vehicles (MUVs), and they began assembling them in India under Willys Jeep's license. M&M quickly

became the official Jeep manufacturer in India before starting to produce agricultural tractors and light

commercial vehicles (LCVs). After American Motors Corporation purchased Jeep in 1970, Mahindra

continued to manufacture Jeeps under license from AMC, which was later acquired by Chrysler in

1987.

9
Acquisitions

In 1999, Mahindra purchased 100% of Gujarat Tractors from the Government of Gujarat, and in 2017,

Mahindra renamed it Gromax Agri Equipment Limited as part of its new brand strategy, and the models

continue to be sold as Trakstar.

In 2007, M&M acquired Punjab Tractor Limited (PTL), making it the world's largest tractor

manufacturer. Subsequent to this takeover, the former PTL was merged into M&M and transformed

into the Swaraj division of Mahindra & Mahindra in 2009.

Over the past few years, the company has taken an interest in new industries and foreign markets. In

2008, they entered the two-wheeler industry by taking over Kinetic Motors in India.

In 2010, M&M took a 55% stake in the REVA Electric Car Company[16] and in 2016, they renamed

it Mahindra Electric Mobility Ltd after taking 100% ownership.

In 2011 Mahindra acquired a majority stake of South Korea's SsangYong Motor, turning it into a

subsidiary. In December 2020, after Mahindra stopped funding it, SsangYong entered into receivership,

de facto no longer being a Mahindra subsidiary from that point on, and de jure after November 2022,

when a KG Group-led consortium completed the acquisition procedures for a controlling stake, moving

SsangYong out of receivership.

In October 2014, Mahindra acquired a 51% controlling stake in Peugeot Motocycles[22] and a 100%

controlling stake in October 2019. In May 2015, Mahindra acquired a 33.33% stake in Japanese tractor

manufacturer Mitsubishi Agricultural Machinery (MAM), a subsidiary of Mitsubishi Heavy Industries.

In December 2015, Mahindra and its affiliate Tech Mahindra, through a special purpose vehicle (SPV),

agreed to buy a 76.06% stake in Italian car designer Pininfarina, for €168 million.

10
In March 2016, Mahindra acquired 35% of Finland-based Sampo Rosenlew, entering the combine

harvester business, subsequently increasing its stake in the company to 49.04% in December 2019.

In January 2017, Mahindra and Mahindra Ltd acquired a 75.1 equity stake in Hisarlar Makina Sanayi

ve Ticaret Anonym Şirketi (Hisarlar), a farm equipment company, marking its entry into Turkey and in

September 2017 acquired another Turkish tractor and foundry business Erkunt Traktor Sanayii AS for

₹800 crore.

In January 2018, Mahindra announced its foray into the sprayers business through the acquisition of a

26% equity stake in M.I.T.R.A. Agro Equipments Pvt Ltd, a Maharashtra-based AgTech company

(MITRA).

In March 2020, Mahindra further increased its stake in the company to 39%.

In February 2018, Mahindra acquired a minority stake of 22.9% percent in Carnot Technologies. Carnot

Technologies owns and operates smart car firm CarSense.

In May 2018, Mahindra signed a share subscription agreement to acquire up to 10% share capital of

Canada's IT firm Resson Aerospace Corporation Resson has developed a system that captures and

interprets images to give farmers information about the state of their fields and crops.

In June 2019, Mahindra purchased an 11.25% stake in Switzerland-based agro technology firm Gamaya

The acquisition enabled Mahindra to further develop and deploy next-generation farming capabilities

such as precision agriculture and digital farming technologies.

In December 2023, Mahindra & Mahindra acquired a 60.01% stake in Emergent Solren Private Limited,

a solar power generator subsidiary of Mahindra Holdings Limited, for ₹288.05 crore.

11
Licensed production and joint ventures

In November 2017, Mahindra signed a memorandum of understanding (MOU) agreement with

Belgium-based Dewulf, a supplier of a full line of potato and root crop machinery. Under the

agreement, Mahindra will manufacture and market potato planting equipment in India, for which

the co-branded planter is developed.

In April 2010, Mahindra and Renault ended its joint venture which operated from 2005 onwards,

with Mahindra buying out Renault's stake. Renault continues to license and supply key components

such as engines and transmissions to Mahindra & Mahindra.

Mahindra & Mahindra (M&M) and Ford Motor Company (Ford) first formed a joint venture to

manufacture Ford cars in India, Mahindra Ford India. The JV manufactured its cars including the

Ford Escort, at Nashik factory of Mahindra. In 2003, Ford increased its stake in the company to

72% and renamed it Ford India.

In October 2019, Mahindra entered into a joint venture with Ford by establishing Ford India in

which Mahindra & Mahindra acquired a controlling 51% stake.

In January 2021, Mahindra ended its collaboration with Ford owing to global economic and

business conditions caused by the pandemic.

Operation

Under the “Mahindra” brand name, the company produces SUVs, Multi utility vehicles, pickups,

lightweight commercial vehicles, heavyweight commercial vehicles and tractors. Mahindra

maintains business relations with foreign companies like Renault SA, France.

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M&M has a global presence and its products are exported to several countries. Its automotive global

subsidiaries include:

• Mahindra Europe S.r.l. based in Italy,

• Mahindra Automotive North America (MANA) in US.,

• Automobili Pininfarina in Italy

• Mahindra South Africa

• Mahindra Australia

Automobiles

Mahindra began assembling the Jeep CJ3 in 1954, and light commercial vehicles in 1965. In 1979

the licensed assembly of Peugeot diesel four-cylinder engines and transmissions began, and in 1982

a tie-up with Kia Motors to build their four-speed KMT90 transmission and transfer case was

announced. Mahindra's MM range was a mainstay of the lineup and was eventually also offered

with a 1.8-liter Isuzu petrol engine in addition to International and Peugeot diesels.

13
In 1965 Mahindra and Mahindra Ltd & Rubery Owen a Darlaston based engineering firm formed

a joint venture in Pimpri, Pune named Roplas India Ltd. to manufacture after market fibre glass

bodies for Mahindra 91, 101, and 104.5 licensed versions of Jeep CJ which included every possible

configuration service vans, police bodies, off-roader and ambulance models.They collaboratively

also formed Mahindra Owen at Pune in 1958 an engineering company to manufacture truck trailers,

one of the first trailer manufacturer of India.

In December 1989 Mahindra launched its 4x4 offroad SUV range which consisted of licence-built

versions of the Jeep CJ named Brave, Chief, and Baja. These were powered by four-cylinder, 2.1-

litre Peugeot diesel engines producing 62 hp and were available in 2032mm and 2311mm

wheelbase variants. These were sold under motor industry investments, a joint venture between

Paul Stoddart an Australian businessman and Roger Bastable founder of Abby Hill Group.

Mahindra started making passenger vehicles firstly with the Logan in April 2007 under the

Mahindra Renault joint venture. M&M made its maiden entry into the heavy trucks segment with

the Mahindra Truck and Bus Division, the joint venture with International Truck, USA. Mahindra

produces a wide range of vehicles, including MUVs, LCVs and three-wheelers. It manufactures

over 20 models of cars, including larger, multi-utility vehicles like the Scorpio and the Bolero. It

formerly had a joint venture called Ford India Private Limited to build passenger cars.

At the 2008 Delhi Auto Show, Mahindra executives said the company was pursuing an aggressive

product expansion program that would see the launch of several new platforms and vehicles over

the next three years, including an entry-level SUV designed to seat five passengers and powered

by a small, turbocharged Diesel engine. True to their word, Mahindra & Mahindra launched the

Mahindra Xylo in January 2009, selling over 15,000 units in its first six months.

14
Also in early 2008, Mahindra commenced its first overseas CKD operations with the launch of the

Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group. This was soon followed

by assembly facilities in Brazil.

Mahindra & Mahindra has a controlling stake in Mahindra REVA Electric Vehicles. Mahindra

launched its relatively heavily publicized SUV, XUV500, code-named as W201 in September

2011. The new SUV by Mahindra was designed in-house and it was developed on the first global

SUV platform that could be used for developing more SUVs. In India, the new Mahindra XUV500

came in a price range between ₹1,140,000–1,500,000. The company was expected to launch three

products in 2015 (two SUVs and one CV) and an XUV500 hybrid. Besides India, the company also

targeted Europe, Africa, Australia and Latin America for this model. Mahindra President Mr.

Pawan Goenka stated that the company planned to launch six new models in the year. The company

launched the CNG version of its mini truck Maxximo on 29 June 2012. A new version of the Verito

in Diesel and petrol options was launched by the company on 26 July 2012 to compete with Maruti's

Dzire and Toyota Kirloskar Motor's Etios.

On 30 July 2015, Mahindra released sketches of a new compact SUV called the TUV300 slated to

be launched on 10 September 2015. The TUV300 design took cues from a battle tank and used a

downsized version of the mHAWK engine found on the XUV500, Scorpio and some models of the

Xylo. This new engine was dubbed the mHAWK80.

In 2015, Mahindra introduced an app based intra-city cargo platform known as SMARTSHIFT, a

load exchange platform for small commercial vehicles. In 2018, Mahindra announced the merger

of SMARTSHIFT with Mumbai-based logistics provider Porter.

15
In January 2016 Mahindra launched a sub-compact monocoque SUV called the KUV100. The

KUV100 received a major refresh in the form of the KUV100 NXT launched in October 2017.

On 3 September 2018, Mahindra Marazzo the shark inspired vehicle was launched in collaboration

with Mahindra Research Valley (MRV), MANA and Pininfarina in four variants.

In February 2019, Mahindra launched its XUV300, a sub-4m compact monocoque SUV. The

XUV300 was found to be the safest vehicle made in India in an independent crash test conducted

by GNCAP, earning it a 5-star adult safety rating along with India's first ‘Safer Choice’ Award.

In October 2020, Mahindra launched the second-generation Thar 2020 – the All-New Thar.

In 2021, Mahindra launched the XUV700.

On 27 June 2022, Mahindra released the Scorpio N, also called the "Big Daddy of SUVs". The

previous generation will now be called, "Scorpio Classic".

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Military Vehicle

The company has built and assembled military vehicles, commencing in 1947 with the importation

of the Willys Jeep that had been widely used in World War II. Its line of military vehicles under

Mahindra Emirates Vehicle Armouring (MEVA, Mahindra Armoured) include the Mahindra

Armored Light Specialist Vehicle (ALSV) and the Mahindra Armored Straton Armoured Personnel

Carrier (APC), and discontinued vehicles such as the Axe. It also maintained a joint venture with

BAE Systems, Defence Land Systems India; one of the first vehicles made under this was the

Mahindra Mine Protected Vehicle-I (MPV-I).

In 2018, the company signed a multi-million dollar aerospace deal with Airbus Group for the

manufacture and supply of metallic components.

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Industrial gensets

Mahindra & Mahindra entered the energy sector in 2002, in response to growing demands for

increased electric power in India, over 450,000 Mahindra Powerol engines and Diesel generator

sets (gensets) hd its entry into gas powered genset with the launch of its first CNG/NG gensets.

Mahindra Powerol was awarded the Deming Prize in 2014.

Farm equipment

Mahindra began manufacturing tractors for the Indian market during the early '60s. It is the top

tractor company in the world (by volume) with annual sales totaling more than 200,000 tractors.

Since its inception, the company has sold over 2.1 million tractors. Mahindra & Mahindra's farm

equipment division (Mahindra Tractors) has over 1,000 dealers servicing approx. 1.45 million

customers.

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Mahindra tractors are available in 40 countries, including India, the United States, China, Australia,

New Zealand, Africa (Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, and Morocco), Latin

America (Chile, Argentina, Brazil, Venezuela, Central America, and the Caribbean), South Asia

(Sri Lanka, Bangladesh, and Nepal), the Middle East (Iran and Syria) and Eastern Europe (Serbia,

Turkey, and Macedonia). Mahindra Tractors manufactures its products at four plants in India, two

in Mainland China, three in the United States, and one in Australia. It has three major subsidiaries:

Mahindra USA, Mahindra (China) Tractor Company, and Mahindra Yueda (Yancheng) Tractor

Company (a joint venture with the Jiangsu Yueda Group). Mahindra Arjun 605 DI tractor with

trailer.

In 2003, the Farm Equipment Sector of Mahindra & Mahindra won the Deming Application Prize.

In 2007 it received the Japan Quality Medal for implementing Total Quality Management in its

entire business operations.

The company has garnered the highest customer satisfaction index (CSI) in the industry at 88

percent. It earned a 2008 Golden Peacock Award in the Innovative Product/Services category for

its in-house development of a load car. In its 2009 survey of Asia's 200 most admired and innovative

companies, the Wall Street Journal named Mahindra & Mahindra one of the 10 most innovative

Indian companies.

In addition to tractors, Mahindra sells other farm equipment. It has expanded its product-line to

include farm mechanisation products via Mahindra AppliTrac.

In 2017, Mahindra & Mahindra Ltd's Farm Equipment Sector (FES) launched 'JIVO' a small tractor

platform in the sub 25HP category.

In 2020, the company launched the Sarpanch Plus range. This ranges between 30 bhp and 50 bhp,

and has undergone a subtle improvement as compared to the Sarpanch 575 tractor which was

launched earlier. In 2020, Mahindra also launched new equipment for potato planting.
19
PlantingMaster Potato + is designed in collaboration with Dewulf. On 2 October 2020, Mahindra

rolled out Krish-e centers under its new ‘Farming as a Service’ business. This business vertical

provides progressive, affordable and accessible tech-driven services to farmers.

In October 2021, Mahindra's FES launched a next-generation Yuvo tractor platform - a new-age

advanced tractor range called the Yuvo Tech+.

Most commercial and passenger vehicles made by the company follow the rule of ending with an

'O', like in Scorpio, Verito and XUV700. In 2013, the then president Pawan Goenka confirmed that

this was after the success of Bolero and Scorpio, the company thought the ‘O’ at the end of the

vehicle was lucky and it has become a tradition.

20
Factory

21
Awards and recognitions

• Bombay Chamber Good Corporate Citizen Award for 2006–07.

• Businessworld FICCI-SEDF Corporate Social Responsibility Award 2007.

• The Brand Trust Report ranked M&M as India's 10th Most Trusted Brand in its India Study

2014 survey (from 20,000 brands analyzed).

• The Farm Equipment division received the Deming Prize in 2003.

• The Farm Equipment division received the Japan Quality Medal in 2007.

• The US based Reputation Institute ranked M&M amongst the top Ten Indian companies in its

'Global 200: The World's Best Corporate Reputations' list for 2008.

• Bluebytes News rated M&M as India's second Most Reputed Car Company (reported in their

study titled Reputation Benchmark Study) conducted for the Auto (Cars) Sector in 2012.

• Mahindra won top Corporate Governance and CSR awards at Asiamoney Awards 2016.

• Mahindra was named ‘Manufacturing Innovator of the Year’ by TIME India Awards in 2017.

• The company became the first Carbon Neutral plant facility in 2018.

• In 2018, seven automotive plants of Mahindra & Mahindra (M&M) bagged the prestigious

Japan Institute of Plant Maintenance (JIPM) award.

• Mahindra was named India's Best Brand by Interbrand in 2019.

• Mahindra & Mahindra was among 2000 largest companies of the world in the Forbes 2000 list.

• The company was 23rd on Fortune's global ‘Change The World’ list 2019.

• Mahindra Automotive was recognised as ‘One of the Most Trusted Brands of India 2021’ by

Team Marksmen and CNBC TV18.

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International Business

With a strong presence in foreign markets, Mahindra & Mahindra (M&M) has developed into a major

participant in the automobile industry worldwide. With operations in several nations in Asia, Europe,

North America, and Africa, the company has established a solid reputation for manufacturing

dependable, tough cars and is growing through partnerships, joint ventures, and acquisitions. This is a

thorough analysis of M&M's global operations in the automotive industry:

Portfolio of Products SUVs and crossovers: Mahindra's SUVs and crossovers are built to last and have

off-road capabilities, making them attractive to consumers in difficult-to-reach places. Commercial

Vehicles: The business sells a variety of commercial vehicles, such as trucks and pickups, which are

extensively utilized in industries including construction, logistics, and agriculture. Electric Vehicles

(EVs): The business has entered the EV market by manufacturing electric vehicles through its

subsidiary, Mahindra Electric.

Mahindra's SUVs and crossovers are built to last and have off-road capabilities, making them attractive

to consumers in difficult-to-reach places. Commercial Vehicles: The business sells a variety of

commercial vehicles, such as trucks and pickups, which are extensively utilized in industries including

construction, logistics, and agriculture. Electric Vehicles (EVs): The company has entered the EV

market by manufacturing electric vehicles for both personal and business use through its subsidiary,

Mahindra Electric. Farm Machinery and Tractors: M&M is a world leader in the agricultural equipment

industry, providing farm machinery and tractors to foreign markets.

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Worldwide Market Presence North America: Mahindra Automotive North America (MANA), a

subsidiary of M&M, made a major impact. In addition to distributing tractors and off-road utility

vehicles, MANA has been preparing to launch Roxor, a tough off-road vehicle designed specifically

for the American market. Europe: By purchasing French electric mobility startup Peugeot Motorcycles

and Italian design and engineering firm Pininfarina, M&M has increased its footprint in Europe.

Mahindra was able to expand its design expertise and enter the European two-wheeler industry thanks

to these acquisitions. M&M's rugged vehicles find a vital market in Africa and Latin America,

especially in nations where durable and adaptable cars are necessary for both industrial and agricultural

operations.

Acquisitions and Joint Ventures SsangYong Motors: Despite difficulties and ongoing reorganization to

increase profitability, Mahindra's entry into SUVs and upscale markets was facilitated by the purchase

of South Korea's SsangYong Motors. Peugeot Motorcycles: By acquiring Peugeot Motorcycles,

Mahindra expanded its line of automobiles and gained access to the European two-wheeler market.

Automobili Pininfarina: M&M introduced Automobili Pininfarina, an Italian luxury car brand that

competes in the worldwide luxury EV market and focuses on high-performance electric vehicles.

Innovation and Sustainability Electric Mobility: Mahindra Electric's electric SUVs and commercial

vehicles demonstrate the company's commitment to electric mobility. By creating electric versions of

its well-liked cars and breaking into international EV markets, Mahindra hopes to take advantage of the

expanding EV market. R&D and Technology Centers:

24
Mahindra has made investments in R&D facilities in Italy, the United States, and India with an emphasis

on advanced automotive technology, electrification, and vehicle design. Agricultural Innovation: M&M

provides tractors and farm equipment all around the world through its Farm Equipment Sector (FES).

The business has a strong emphasis on agricultural productivity and mechanization, particularly in

emerging countries.

Obstacles in Global Marketplaces Regulatory Compliance: It can be difficult to navigate various

emissions standards and regulations across different locations, particularly in markets with stringent

environmental rules. Brand positioning: Mahindra, which has always produced sturdy yet reasonably

priced automobiles, faces the additional issue of positioning itself as a premium automotive brand.

Competition: Well-known international automakers compete fiercely with M&M in every market

niche, including tractors, SUVs, and electric cars.

Future Prospects for EV Expansion: M&M intends to increase the range of EVs it offers and seeks to

further establish itself in the European and American EV markets. Focus on Core Markets: Using its

knowledge in off-road vehicles and SUVs, the corporation is probably going to keep concentrating on

expansion in North America, Europe, and Asia-Pacific. Increased Technology Investment: With an

emphasis on safer, smarter, and more environmentally friendly automobiles, M&M is investing in AI,

IoT, and autonomous vehicle technology in order to stay competitive.

Financial Results Mahindra's worldwide automotive business has been expanding, and the company's

total profitability has been greatly boosted by revenue from overseas activities. Despite economic

problems, M&M has maintained a high financial performance through smart expansion and ongoing

cost efficiency improvements.

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Analysis

Mahindra & Mahindra (M&M) is a major player in the Indian automotive sector and has a growing

presence in global markets. The company’s approach combines a commitment to innovation,

diversified product offerings, and strategic international expansion. Here is a comprehensive analysis

of Mahindra’s automotive division:

1. Company Overview

• History and Background: Founded in 1945, Mahindra & Mahindra started as a steel trading

company and soon transitioned into assembling Willys Jeeps in India. Over the decades, the

company diversified its portfolio and became known for its rugged vehicles, primarily SUVs

and tractors, which are popular in both rural and urban settings.

• Core Values and Vision: M&M’s mission is to “drive positive change” through its products and

solutions, with a focus on providing accessible, durable, and sustainable automotive solutions.

Its values are reflected in its approach to community development, innovation, and

environmental stewardship.

2. Product Portfolio and Differentiation

• SUVs and Commercial Vehicles: M&M is best known for its SUVs, including popular models

like the Scorpio, XUV500, Thar, and XUV700. These vehicles are built for ruggedness,

appealing to both urban and rural consumers. The Thar, in particular, has a cult following due

to its off-road capabilities.

• Electric Vehicles (EVs): M&M has been proactive in the EV market, launching models like the

eVerito sedan and e2o Plus, aimed at promoting sustainable mobility. The company has also

committed to future EV releases, including its upcoming “Born Electric” range, to meet growing

demand.

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 • Luxury Vehicles (Automobili Pininfarina): Through its subsidiary Automobili Pininfarina,

M&M has entered the luxury EV market with high-performance models like the Battista,

targeting affluent consumers globally.

3. Market Position and Competitive Landscape

• Domestic Market Leadership: Mahindra is one of India’s top SUV manufacturers, with a

significant share in both the rural and urban markets. The company’s reputation for durable,

reliable vehicles has positioned it strongly among competitors such as Tata Motors, Maruti

Suzuki, and Hyundai.

• International Presence: Mahindra’s international operations span over 100 countries, with a

strong presence in markets like the U.S. (for off-road vehicles), South Africa, and South Korea

(through its acquisition of SsangYong Motor). Its global reach provides a buffer against

domestic market fluctuations and allows it to tap into growth opportunities overseas.

• Competitive Edge: M&M’s competitive advantage lies in its rugged and affordable SUVs, a

diversified portfolio that includes EVs and luxury vehicles, and its ability to cater to both rural

and urban customers. However, it faces competition from both domestic players (e.g., Tata

Motors, Maruti) and international brands (e.g., Toyota, Ford) as the market becomes more

competitive.

4. Financial Performance and Revenue Streams

• Revenue Breakdown: M&M’s automotive division is a major contributor to its overall revenue,

with significant income from SUVs, commercial vehicles, and tractors. The company also

generates revenue from after-sales services, financing, and parts.

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 • Recent Financial Performance: M&M has shown consistent revenue growth, supported by a

strong demand for SUVs and utility vehicles in India. The company has also experienced

increased profitability due to cost control measures and efficient production practices.

• Investment in EVs and R&D: Mahindra has allocated substantial funds toward research and

development (R&D), especially in electric mobility, autonomous driving technology, and

connected vehicles. The company’s focus on innovation is expected to drive future revenue

growth.

5. Strategic Initiatives and Growth Drivers

• EV and Sustainability Focus: M&M’s “Born Electric” vision aims to make it a leader in the

Indian EV market, with plans to launch multiple EV models in the coming years. The company

is also investing in renewable energy solutions and green manufacturing practices to meet its

sustainability goals.

• Expansion into New Markets: Mahindra is expanding into Latin America, Africa, and Southeast

Asia, where demand for affordable and durable vehicles is high. Additionally, its presence in

the U.S. market, particularly through its Roxor off-road vehicle, enhances its brand in the North

American market.

• Strategic Partnerships and Acquisitions: M&M has entered strategic alliances with companies

like Ford (for shared product development) and acquired SsangYong Motor (for expansion in

the South Korean and Asian markets). These partnerships allow it to share technology, reduce

costs, and improve its product offerings.

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6. Strengths, Weaknesses, Opportunities, Threats (SWOT Analysis)

• Strengths:

▪ Strong brand reputation for durable, rugged vehicles, especially SUVs.

▪ Extensive sales and service network in India and emerging markets.

▪ Diverse portfolio, including EVs, commercial vehicles, and premium offerings.

▪ Investments in advanced R&D, particularly in electric mobility.

• Weaknesses:

▪ Limited market share in high-end segments dominated by global brands.

▪ Dependency on the Indian market for the majority of its revenue.

▪ Financial challenges related to the underperformance of acquired

subsidiaries like SsangYong.

• Opportunities:

▪ Growing demand for electric vehicles in India and globally.

▪ Increasing rural and urban mobility needs, particularly in emerging markets.

▪ Expansion potential in international markets through partnerships and local

production.

▪ Rising demand for sustainable and connected vehicles.

• Threats:

▪ Intense competition from domestic players (Tata, Maruti) and global brands

(Toyota, Hyundai).

▪ Regulatory challenges, especially with respect to emissions and safety.

▪ Economic uncertainties that may impact consumer spending.

▪ Potential delays in supply chains and rising material costs.

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7. Technological Innovations and R&D Focus

• Advanced Manufacturing Technology: Mahindra’s production facilities incorporate advanced

technology, such as robotics, automation, and AI-driven processes, to enhance productivity and

quality control.

• Electric and Autonomous Technology: M&M’s R&D investments are focused on electric and

autonomous driving technology. The company is developing EV-specific platforms to

accommodate new models and reduce production costs.

• Connected Vehicle Solutions: The company is working on IoT-enabled, connected vehicles that

provide real-time insights into vehicle health, predictive maintenance, and enhanced safety

features.

8. Challenges and Risks

• Supply Chain Disruptions: M&M faces risks associated with global supply chain issues,

particularly for electric components, semiconductor chips, and other essential materials for its

vehicles.

• Environmental and Regulatory Compliance: As governments globally enforce stricter emissions

and safety standards, M&M must invest significantly in meeting these standards, which can

impact profitability.

• Fluctuations in Fuel Prices and Currency Exchange Rates: M&M’s cost of production is affected

by global fuel prices and currency fluctuations, especially for its imported components and

materials.

• Reliance on the Domestic Market: Although M&M has expanded internationally, a significant

portion of its revenue is still derived from India. A slowdown in the Indian market could impact

its overall performance.

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9. Future Outlook

• Expansion of EV Portfolio: Mahindra plans to launch multiple EV models to capitalize on the

growing demand for electric vehicles in India. Its “Born Electric” lineup aims to position

Mahindra as a leader in India’s EV market.

• Focus on Global Expansion: M&M intends to strengthen its international operations, with a

focus on high-potential markets in Africa, Latin America, and Southeast Asia. The company

will continue to explore partnerships and joint ventures to support this growth.

Increased Investment in Technology and Innovation: Mahindra will continue to prioritize R&D

investments, focusing on autonomous driving, AI, and connectivity solutions. These advancements will

likely attract tech-savvy consumers and enhance customer experience

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 Objective of the Company

To conduct and govern our Business with integrity in a manner that is Ethical, Transparent and

Accountable, by way of: Creating necessary governance structures, procedures, and practices to ensure

ethical conduct at all levels; and promote the adoption of this principle across the value chain.

Transparently communicating and allowing access to information about the decisions that impact

relevant stakeholders.

• Not engaging in practices that are abusive, corrupt, or anti-competitive.

• Truthfully discharging responsibilities on financial and other mandatory disclosures.

• Reporting on the status of the adoption of these Guidelines, as necessary.

• Avoiding complicity with the actions of any third party that violates any of the principles of

Business responsibility contained in these Guidelines.

• Using optimal resources over the life-cycle of the product — from design to disposal — and

ensure that everyone connected with it- designers, producers, value chain members, customers

and recyclers are aware of their responsibilities.

• Investing in specific technologies to improve the environmental and social impacts of products

and processes and focus on sustainable sourcing of materials and services.

• Raising consumer awareness with regard to their rights, through education, product labelling,

appropriate and helpful marketing communication, full details of the contents, composition and

promotion of safe usage and disposal of their products and services.

• Conducting regular reviews to improve upon the process of new technology development,

deployment and commercialization, as well as incorporating social, ethical, and environmental

considerations in line with the Extended Producer Responsibilities (EPR).

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• Recognizing that over-consumption results in unsustainable exploitation of our planet's

resources, and therefore promoting sustainable consumption, including laying processes to

reclaim products for reusing, recycling and disposal at the end of life

• Respecting the right to freedom of association, participation, collective bargaining, and provide

access to appropriate grievance redressal mechanisms.

• Ensuring equal opportunities at the time of recruitment as well as during the course of

employment irrespective of caste, creed, gender, race, religion, disability or sexual orientation.

• Taking cognizance of the work-life balance of its employees, especially that of women.

• Driving initiatives and providing facilities for the wellbeing of the employees including those

with special needs.

• Ensuring timely payment of fair living wages to meet basic needs and economic security of the

employees.

• Providing a workplace environment that is safe, hygienic humane, and which upholds the

dignity of the employees. Ensuring awareness of these provisions to the employees and training

them on a regular basis.

• Ensuring continuous skill and competence up-gradation of all employees by providing access

to necessary learning opportunities, on an equal and non-discriminatory basis.

• Promoting employee morale and career development through specific human resource

interventions.

• Creating systems and practices to ensure a harassment-free workplace where employees feel

safe and secure in discharging their responsibilities.

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• Systematically identifying stakeholders, understanding their concerns, defining the purpose and

scope of engagement, and commitment to engage with them.

• Acknowledging responsibility and being transparent about the impact of the policies, decisions,

products & services, and associated operations on the stakeholders.

• Giving special attention to stakeholders in areas that are underdeveloped.

• Resolving differences with stakeholders in a just, fair, and equitable manner

• To respect and promote human rights by: Understanding the human rights principles embedded

in the Constitution of India, national laws and policies and the content of the International Bill

of Human Rights, as well as acknowledging that, human rights are inherent, universal,

indivisible, and interdependent in nature.

• Integrating the principles of human rights in management systems, in particular by way of

assessing and managing human rights impacts of operations, and ensuring all individuals

impacted by the business, have access to grievance mechanisms.

• Recognizing and respecting the human rights of all relevant stakeholders and groups within and

beyond the workplace, including that of communities, consumers, and vulnerable and

marginalized groups

• Ensuring payment of at least the legal minimum wage applicable in the area concerned

• Ensuring that there is no deployment of child labour, forced labour or any form of involuntary

labour, paid or unpaid.

• Promoting awareness and realization of human rights across the value chain, which is within

the sphere of our influence.

• Not being complicit with human rights abuses by a third party.

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• Utilizing natural and manmade resources in an optimal and responsible manner

• Ensuring the sustainability of resources by reducing, reusing, recycling and managing waste.

• Taking measures to check and prevent pollution.

• Assessing the environmental damage and bearing the cost of pollution abatement with due

regard to public interest, wherever possible.

• Ensuring that benefits arising out of access and commercialization of biological and other

natural resources and associated traditional knowledge are shared equitably.

• Continuously seeking to improve environmental performance by adopting cleaner

• production methods, promoting the use of energy-efficient and environment-friendly

• technologies and use of renewable energy.

• Developing Environment Management Systems (EMS) and contingency plans and processes

that help in preventing, mitigating, and controlling environmental damages and disasters, which

may be caused due to our operations or that of a member of our value chain.

• Reporting our environmental performance, including the assessment of potential environmental

risks associated with the operations, to the stakeholders in a fair and transparent manner.

• Proactively persuading and supporting the value chain to adopt this policy.

• Ensuring that while pursuing policy advocacy, our advocacy positions are consistent with these

Policies and Sub policies.

• Utilizing trade, industry chambers, associations and other such collective platforms to undertake

policy advocacy, to the extent possible.

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• Understanding the impact of inclusive growth and equitable development on social and

economic aspects, and responding through appropriate action to minimize the negative impacts.

• Innovating and investing in products, technologies and processes that promote the well being of

society.

• Making best efforts to complement and support the development priorities at local and national

levels, and assuring appropriate resettlement and rehabilitation of communities who have been

displaced owing to our business operations.

• Recognizing and respecting the rights of people who may be owners of traditional

• knowledge and other forms of intellectual property.

• While operating in regions that are underdeveloped, be especially sensitive to local concerns

and strive to positively impact the local communities.

• To engage with and provide value to our consumers in a responsible manner by:

• Ensuring that, while serving the needs of their customers, we take into account the overall well-

being of the customers as well as society at large.

• Ensuring that we do not restrict the freedom of choice and free competition in any manner while

designing, promoting and selling our products.

• Providing adequate grievance handling mechanisms to address customer concerns and

feedback.

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• Making full disclosures of all information truthfully and factually, through labelling and other

means, including the risks to the individual, to society and to the planet from the use of the

products, so that the customers can exercise their freedom to consume in a responsible manner.

Where required, education of customers on the safe and responsible usage of our products and

services will be undertaken.

• Ensuring that promotion and advertisements of our products do not mislead or confuse the

consumers or violate any of the principles in these policies.

• Exercising due care and caution while providing goods and services that result in over

exploitation of natural resources or lead to excessive conspicuous consumption.

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 Target Market

Mahindra & Mahindra is one of India's leading automobile companies, offering a broad range of

products to cater to the needs of diverse customer groups. From farmers to city dwellers and businesses

to adventure seekers, Mahindra has carved out a strong presence across multiple markets. This report

discusses Mahindra's target market in simple and accessible terms.

1. Farmers and Rural Communities

Key Products: Tractors and Farm Equipment

Mahindra is globally recognized for its agricultural machinery, especially tractors, which cater to the

needs of rural farmers. The company’s products are built to handle the varied terrains and farming

requirements of small and large agricultural operations.

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Target Audience: Farmers engaged in agriculture and allied activities.

Geography: Predominantly rural and semi-rural areas in India, the USA, Africa, and South-East

Asia.

Consumer Needs Addressed: Reliable, high-performance, and affordable equipment for farming

activities.

Unique Selling Points (USPs):

• Superior technology and durability.

• Affordable financing options for farmers.

• High resale value and low maintenance costs.

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2. Urban Middle-Class Families

Key Products: SUVs, Sedans, and Electric Vehicles (EVs)

Mahindra caters to families and working professionals in urban and suburban areas through its stylish

and feature-rich vehicles. Its SUVs like the Scorpio, Bolero, XUV300, and Thar are especially

popular for their robust performance and affordability.

Target Audience:

• Families looking for safe and spacious vehicles.

• Professionals seeking comfort and style in their daily commutes.

Geography: Urban and suburban regions in India and international markets.

Consumer Needs Addressed: Affordable vehicles offering safety, comfort, and fuel efficiency.

USPs:

• Strong focus on safety with modern features like airbags, ABS, and advanced driver assistance

systems.

• Attractive pricing and availability of financing options.

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3. Small and Large Businesses

Key Products: Commercial Vehicles (e.g., Bolero Pik-Up, Jeeto)

Mahindra is a leader in providing affordable and efficient commercial vehicles designed for

transporting goods and materials. These vehicles meet the operational needs of businesses across

industries.

Target Audience:

• Small and medium-sized business owners.

• Logistics companies and fleet operators.

Geography: Widely used in both rural and urban areas.

Consumer Needs Addressed: Cost-effective transportation solutions with high load-carrying

capacity.

USPs:

• Low operational costs and superior mileage.

• Reliable performance in challenging conditions.

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4. Environmentally Conscious Consumers

Key Products: Electric Vehicles (e.g., eVerito, Treo, e2o Plus)

Mahindra is at the forefront of green mobility solutions in India, with electric vehicles targeting

environmentally conscious consumers and government initiatives promoting sustainable

transportation.

Target Audience:

• Individuals and families seeking eco-friendly vehicles.

• Fleet operators looking for electric mobility options.

• Government agencies focused on reducing emissions.

Geography: Major metropolitan areas and cities promoting green initiatives.

Consumer Needs Addressed: Affordable and environmentally friendly commuting options.

USPs:

• Low maintenance costs.

• Benefits from government subsidies and incentives for electric vehicles.

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5. Adventure Enthusiasts and Off-Roading Communities

Key Products: SUVs (e.g., Thar, Scorpio-N)

Mahindra has become a symbol of ruggedness and adventure with its off-road vehicles. Products like

the Thar and Scorpio are iconic among outdoor enthusiasts and those who value performance in

challenging terrains.

Target Audience:

Young professionals and adventure lovers.

Enthusiasts participating in off-roading events and rallies.

Geography: Nationwide, especially in regions with rough terrains, mountains, and forests.

Consumer Needs Addressed: Powerful vehicles with off-roading capabilities.

USPs:

Advanced suspension systems for rough terrains.

Iconic design that appeals to youth and adventure seekers.

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6. International Markets

Key Products: SUVs, Tractors, and Electric Vehicles

Mahindra has established a strong presence in international markets by offering customized solutions

for different regions. In the USA, it is a market leader in the tractor segment, while in Africa and

South-East Asia, its utility vehicles and farm equipment are widely used.

Target Audience: Farmers, families, and businesses across various countries.

Geography: USA, Africa, South-East Asia, and Europe.

Consumer Needs Addressed: Dependable vehicles tailored to local conditions.

USPs:

High-quality products adhering to global standards. Localized features and design to suit

market needs

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 Sale Network

To support its expansion and market presence in multiple locations, Mahindra & Mahindra (M&M) has

established a vast sales network. Reaching a variety of client categories and growing its market share

are made possible by this network, which consists of both direct and indirect channels.

Domestic Sales Network (India)

• Dealership Network: In India, Mahindra operates one of the largest dealership networks, with

over 1,200 showrooms across urban and rural areas. The dealerships are strategically located to

target both metropolitan cities and smaller towns, ensuring access to potential customers in all

regions.

• Rural Sales Expansion: M&M has actively focused on reaching rural and semi-urban areas,

given the strong demand for its tractors, SUVs, and commercial vehicles in these regions. It

uses "Phygital" (physical + digital) approaches, providing online purchasing options and

physical outlets to serve remote areas.

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 • Digital Sales Platform: Through its digital platforms and online showrooms, Mahindra enables

customers to browse, configure, and book vehicles online, an option that has grown especially

popular post-pandemic.

• Service Centers: M&M supports its sales network with an extensive network of over 3,000

service centers across India. This after-sales support enhances customer satisfaction and brand

loyalty by ensuring convenient vehicle maintenance and repair.

International Sales Network

• North America: Mahindra Automotive North America (MANA) oversees Mahindra’s U.S.

operations, focusing on tractors, off-road vehicles, and the Roxor, a rugged utility vehicle

designed for American consumers. Mahindra uses a network of authorized dealers across the

U.S. to distribute these products, enhancing accessibility and brand visibility.

• Europe: In Europe, Mahindra distributes both automotive and two-wheeler products through

dealer partnerships, including Peugeot Motorcycles. The brand is gradually increasing its

footprint in the UK, Italy, France, and Spain through premium dealers and partnerships.

• Latin America: Latin America is an emerging market for Mahindra, where it has established a

dealership network in Brazil, Chile, and other countries. The focus in this region is on

commercial vehicles, SUVs, and farm equipment.

• Africa: With a high demand for durable and affordable vehicles, Mahindra has a strong presence

in Africa, especially in South Africa, Kenya, Nigeria, and Egypt. The company uses a

combination of dealership networks, regional distributors, and service centers to cater to

customers in urban and rural areas.

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 • Asia-Pacific: In the Asia-Pacific region, Mahindra operates through dealerships and joint

ventures, particularly in South Korea, where it acquired SsangYong Motor. Mahindra’s SUVs

and other vehicles are marketed and sold through SsangYong’s existing distribution network in

South Korea and beyond.

Specialized Distribution Channels

• Multi-Brand Outlets: Mahindra partners with multi-brand automotive retailers, especially in

international markets, to sell vehicles alongside other brands. This helps M&M increase

visibility and leverage the established networks of these retailers.

• E-commerce Partnerships: Mahindra has entered partnerships with online automotive

marketplaces in certain regions, which helps reach customers looking to purchase vehicles

digitally. These platforms allow customers to compare models, configure their preferred

options, and even book vehicles.

• Corporate and Fleet Sales: M&M also targets corporate clients and fleet owners, especially

for its commercial vehicles. It has a dedicated team for corporate sales, which works with large

companies, government entities, and fleet operators to fulfill bulk orders, especially in India and

emerging markets.

• Exports: Mahindra exports its vehicles from India to various countries, primarily focusing on

markets in Africa, the Middle East, Latin America, and Asia. The company has dedicated export

hubs in India to manage logistics and ensure timely delivery to international markets.

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Sales Network Support Systems

• Training and Development Programs: Mahindra invests in training programs for its dealers

and sales staff to maintain high standards of customer service and product knowledge.

• Marketing and Branding Support: M&M provides marketing resources to its dealers,

including promotional materials, brand campaigns, and digital marketing support to attract

customers.

• After-Sales and Customer Care: Mahindra’s sales network is backed by extensive after-sales

services. The company’s customer care program includes roadside assistance, warranty

programs, and customer feedback channels to address issues and enhance satisfaction.

Digital Initiatives and Phygital Experience

• Online Sales Portals: Mahindra’s “Own-Online” initiative in India allows customers to

purchase vehicles digitally. This portal enables customers to choose, finance, and book vehicles

from home, streamlining the purchase experience.

• Virtual Showrooms: Mahindra has launched virtual showrooms where customers can take 360-

degree tours of vehicles, explore features, and even consult with sales representatives virtually.

• Phygital Experience Centers: Mahindra combines online convenience with physical

interaction by establishing Phygital Experience Centers, particularly in urban areas, to provide

customers a hybrid shopping experience.

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49
Future Plans for Expanding the Sales Network

• Expansion in Emerging Markets: Mahindra aims to further penetrate emerging markets,

especially in Africa, Southeast Asia, and Latin America, where demand for affordable SUVs,

commercial vehicles, and tractors is high.

• Enhanced Digital Presence: M&M is likely to continue developing its digital and e-commerce

platforms to support online sales, especially in developed markets where digital shopping is

more prevalent.

• Strengthening Rural Networks in India: Mahindra plans to continue expanding its rural reach

by opening more dealerships and service centers in India’s rural areas to support agricultural

vehicle sales and rural mobility solutions.

• Sustainable and Electric Vehicle Sales Network: With the growth of its electric vehicle

segment, Mahindra will invest in EV-specific showrooms, partnerships with EV charging

providers, and training for dealers on EV technology.

Future prospects of Mahindra

Mahindra & Mahindra is a prominent Indian multinational corporation, known for its diverse portfolio

in sectors like automotive, aerospace, agriculture, construction, IT, and hospitality. The future prospects

of Mahindra are tied to several key strategic directions and market trends

1. Automotive Industry Expansion

Electric Vehicles (EVs): Mahindra is making significant investments in electric mobility. The company

has already launched electric vehicles under its Mahindra Electric division, and it plans to expand its

EV portfolio further. With the increasing global demand for eco-friendly vehicles, Mahindra is well-

positioned to capitalize on this trend, especially with government incentives for EVs in India.

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Sustainability and Green Technology: In line with global sustainability trends, Mahindra aims to

continue its focus on reducing the carbon footprint of its automotive products. This includes increasing

the use of renewable energy in manufacturing plants and developing energy-efficient vehicles.

Global Expansion: Mahindra is working on expanding its automotive footprint globally, particularly in

markets like the U.S., Europe, and Africa. The company is eyeing opportunities to grow its SUV and

electric vehicle segment in these regions.

2. Agriculture and Rural Development

Agri-Tech Solutions: Mahindra has been a significant player in the agricultural sector with its range of

tractors, farming equipment, and agri-tech solutions. With increasing reliance on technology, Mahindra

is investing in digital farming platforms and data-driven agriculture. The company’s Mahindra Tractors

brand remains a leader in India, and it aims to further expand into global markets.

Sustainability in Farming: The future of agriculture is expected to be sustainable and resource-efficient.

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Mahindra’s efforts in promoting precision farming, using smart technologies, and enhancing soil health

will be key to addressing the challenges of global food production and climate change.

Rural Connectivity: Through initiatives like Mahindra Rural Housing, Mahindra is tapping into the

growing demand for affordable housing and rural infrastructure. This could contribute significantly to

its growth in the coming years.

3. Information Technology (Tech)

Cloud Computing and Data Analytics: Mahindra’s IT arm, Tech Mahindra, is poised to expand its

leadership in digital transformation services, including cloud computing, AI, and data analytics. As

businesses increasingly turn to digital solutions, Tech Mahindra’s capabilities in AI, 5G, and

cybersecurity will be critical to maintaining growth.

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Telecommunications and 5G: Tech Mahindra is investing in next-generation technologies like 5G. As

telecom networks upgrade to 5G, there is significant growth potential for Mahindra’s technology

services in industries like telecommunications, healthcare, and manufacturing.

SaaS and Enterprise Solutions: Mahindra is likely to continue expanding its presence in the Software-

as-a-Service (SaaS) space, offering enterprise solutions to various industries.

4. Sustainability and ESG (Environmental, Social, Governance) Initiatives

Renewable Energy: Mahindra is deeply committed to sustainability, and its future roadmap includes

further investments in renewable energy projects. This includes its wind energy and solar energy

ventures, aiming to reduce carbon emissions and increase energy efficiency.

Circular Economy: The company is exploring circular economy models where products are reused,

recycled, or refurbished to minimize waste. This trend aligns with global sustainability goals and will

likely drive innovations in its manufacturing and supply chain processes.

Social Impact Initiatives: Mahindra’s Rise for Good philosophy is focused on creating positive societal

impacts. The company will continue investing in education, healthcare, and skill development,

especially in rural areas.

5. Real Estate and Urban Development

Urbanization Trends: Mahindra is expanding its presence in the real estate sector through Mahindra

Lifespace Developers. With India’s rapid urbanization, there is a significant demand for affordable

housing and smart city developments. Mahindra is well-positioned to benefit from these trends by

focusing on sustainable and integrated living spaces.

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Smart Cities: Mahindra is also investing in smart city projects, combining real estate development with

advanced technologies to offer smart, sustainable urban spaces.

6. Aerospace and Defense

Defense Manufacturing: Mahindra is expanding its presence in the defense sector, offering armored

vehicles, defense mobility solutions, and aircraft parts. With increasing defense spending globally,

Mahindra’s focus on strategic defense partnerships can create significant growth opportunities.

Aerospace: Mahindra is increasing its footprint in the aerospace sector, providing components and

systems to global aerospace manufacturers. With increasing demand for air travel and advanced

aerospace technology, this sector will continue to be a key growth area.

7. Innovation and Digital Transformation

Digital Platforms: Mahindra is heavily investing in digital transformation across all its business

verticals. From e-commerce platforms to digital customer experiences, Mahindra is focused on

enhancing its technological infrastructure to remain competitive in an increasingly digital world.

R&D Investment: Research and development (R&D) in areas like electric propulsion, automation, and

data analytics will remain central to Mahindra’s future plans, ensuring its products and services meet

emerging needs.

8. International Market Penetration

Increased Exports: Mahindra is increasingly focusing on expanding its exports to global markets,

especially in sectors like automotive, agriculture, and IT. Its vehicles and tractors are already present in

over 100 countries, and it is looking to further penetrate markets in Africa, South America, and

Southeast Asia.

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Strategic Acquisitions: Mahindra may continue pursuing acquisitions and joint ventures to enhance its

presence in international markets, particularly in high-growth regions.

9. Brand Development

Mahindra Rise: The company’s brand philosophy, Mahindra Rise, emphasizes innovation,

sustainability, and positive change. This will continue to be the guiding force behind the company’s

future marketing and branding strategies, aligning with the global desire for brands that are purpose-

driven and socially responsible.

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Mahindra Competiotr and Market Share

1. Tata Moter

Market Position: Tata Motors is one of Mahindra’s biggest competitors in both the passenger vehicle

and commercial vehicle segments.

Key Strengths

Tata Motors has a strong foothold in electric vehicles (EVs), with models like the Tata Nexon EV and

Tata Tiago EV.

The company’s diverse portfolio includes affordable compact cars, premium vehicles, and heavy-duty

trucks.

Tata Motors' focus on electrification and sustainability has made it a strong player in the Indian

automobile market, especially in urban centers.

Market Share: Tata Motors holds around 6-8% of the Indian passenger vehicle market, which puts it

in direct competition with Mahindra in the SUV and electric vehicle (EV) segments.

2. Maruti Suzuki

Market Position: Maruti Suzuki dominates the Indian automobile market, with a market share of

around 45-50%.

Key Strengths

Maruti Suzuki is known for its highly efficient and affordable vehicles, which cater to a large middle-

class consumer base in India.

The company has a strong service network, a reputation for fuel efficiency, and affordable pricing,

making it highly competitive.

With models like Maruti Swift, Alto, and Vitara Brezza, Maruti is a leader in the compact car and

small SUV segments.

Market Share: Maruti’s market share in the SUV category is substantial, but Mahindra remains a

strong competitor in the mid-to-large SUV segment.

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3. Hero MotoCorp

Market Position: Hero MotoCorp is the world’s largest manufacturer of two-wheelers and remains

one of Mahindra’s key competitors in the motorcycle and scooter segment.

Key Strengths

Hero’s dominance in the entry-level motorcycle market (like Hero Splendor and Hero Passion) makes

it a significant player in rural India.

The company also has a strong presence in the electric scooter market with the Hero Vida electric

range.

Market Share: Hero MotoCorp continues to lead the two-wheeler segment with a market share of

35-40%, outpacing Mahindra’s two-wheeler division (which includes Mahindra Mojo and Mahindra

Xylo).

4. John Deere

Market Position: John Deere is a dominant global player in the agricultural machinery sector,

competing directly with Mahindra in the tractor segment.

Key Strengths

John Deere is known for its advanced farming technology, high-performance tractors, and

international presence.

The company has established a strong brand in India’s premium tractor market with models like the

John Deere 5E and John Deere 6M series.

Market Share: While Mahindra is a clear leader in the Indian tractor market with a 40-45% market

share, John Deere holds a significant share in the premium tractor segment, particularly among large-

scale farmers.

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5. Bajaj Auto

Market Position: Bajaj Auto is another important player in the two-wheeler segment, with a focus on

performance motorcycles and electric vehicles.

Key Strengths

Bajaj is well-known for its motorcycles (e.g., Pulsar and Dominar) and its electric vehicle offering,

the Bajaj Chetak electric scooter.

The company has expanded its market presence in international markets and continues to focus on

innovative products.

Market Share: Bajaj Auto holds a 15-20% share in the two-wheeler segment in India, while

Mahindra’s focus is on both electric scooters (e.g., Mahindra e2o Plus) and high-end motorcycles.

6. Ashok Leyland

Market Position: Ashok Leyland is one of India’s largest manufacturers of commercial vehicles,

competing with Mahindra in the LCV (light commercial vehicle) and truck segments.

Key Strengths

Ashok Leyland specializes in manufacturing buses, trucks, and defense vehicles.

It is a strong player in the commercial vehicle segment and has a competitive edge in terms of pricing

and after-sales service.

Market Share: Mahindra competes with Ashok Leyland in light commercial vehicles and small

trucks, but Ashok Leyland leads in heavy-duty trucks, holding a 20-25% market share in the Indian

commercial vehicle market.

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7. New Holland Agriculture

Market Position: New Holland, a subsidiary of CNH Industrial, is a leading player in agricultural

equipment, competing directly with Mahindra in the tractor and farm machinery market.

Key Strengths

New Holland’s tractors are known for their performance, durability, and modern technology.

It offers a wide range of tractors suited for large-scale farming operations, competing with Mahindra’s

high-performance tractors.

Market Share: Mahindra leads the Indian tractor market with 40-45% market share, while New

Holland holds a smaller share but is still a significant competitor in the premium tractor segment.

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 Business Strategy

In order to improve its standing in the global market, Mahindra & Mahindra (M&M) has implemented

a strong and varied business plan in its automotive sector, emphasizing growth, innovation, and

sustainability.

Differentiating Products and Growing Your Portfolio Tough and Dependable Automobiles: M&M is

renowned for creating robust, long-lasting automobiles that are appropriate for both urban and country

environments. Markets that need dependable, all-terrain vehicles, such as trucks and SUVs, will find

this approach appealing. Increased EV Portfolio: As part of its mission to be a leader in sustainable

transportation, Mahindra has taken the initiative to develop electric cars (EVs). In addition to launching

electric cars, the corporation intends to expand its range of EVs. Luxury and Premium

Automobiles: M&M has joined the luxury electric vehicle industry with its Automobile Pininfarina

brand, aiming to provide high-end, high-performance EVs to affluent buyers. International Growth

and Market Diversification Regional Market Focus: Mahindra has targeted important markets in

North America, Europe, Africa, and Latin America as part of a diversified global strategy. It modifies

its product line to meet the particular requirements of every market. Strategic Acquisitions: To

improve its standing in the Asian SUV market, M&M purchased SsangYong Motors (South Korea). In

order to increase its presence in the two-wheeler market, it also purchased Peugeot Motorcycles in

Europe. Localized Manufacturing and Partnerships: By establishing manufacturing sites across North

America and Asia, M&M has been able to lower production costs and better respond to the needs of

local markets.

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Emphasis on Electric Mobility and Sustainability Dedication to Electric Vehicles (EVs): Mahindra

Electric is a key component of M&M's sustainability plan, investing in EV technology and

infrastructure to satisfy the rising demand for environmentally friendly transportation. Renewable

Energy Initiatives: By installing renewable energy sources at its factories and establishing goals to

lessen its carbon footprint, Mahindra has demonstrated its commitment to sustainability.

Automobili Pininfarina: As part of M&M's endeavors to attract high-end, ecologically conscious

consumers, this premium electric vehicle subsidiary offers unique EV models that follow

sustainability trends.

Technical Innovation and Research and Development (R&D) Dedicated R&D Centers: With locations

in Europe, the U.S., and India, M&M makes significant investments in R&D with an emphasis on

connected car, autonomous, and electric mobility technologies. Advanced

Manufacturing Technology: M&M has implemented advanced manufacturing technology, such as

robotics and AI-driven production processes, to improve productivity and quality. Digital

Transformation and linked Vehicles: By utilizing IoT and AI-based advancements, M&M is investing

in linked car technologies to provide customers intelligent mobility solutions that improve the driving

experience.

Operational excellence and cost effectiveness Lean Manufacturing: To cut expenses and boost

productivity, M&M has streamlined its production and supply chain procedures, allowing for

competitive price without sacrificing quality.

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Vendor & Supplier Relationships: Mahindra establishes solid alliances with suppliers in order to

negotiate advantageous terms, cut expenses, and guarantee a consistent supply of high-quality parts.

Localization of Sourcing: M&M gains a competitive edge in local markets by sourcing materials locally

in important areas, which lowers logistics costs and guarantees quicker delivery times.

Emphasis on Quality and Reliability in Customer-Centric Marketing and Branding: M&M positions

their cars as dependable and long-lasting, which appeals to consumers in rural and growing countries.

Digital Marketing and Social Media Engagement: Mahindra makes heavy use of digital marketing to

interact with consumers, particularly younger audiences, in order to increase customer retention and

brand loyalty. Customized Offerings for Diverse Markets: Whether it is premium models for urban

areas or reasonably priced cars for rural India, M&M adjusts its marketing approach to suit the unique

tastes of each region.

Strategic Partnerships and Joint Ventures for Technological Advancements: M&M works with

international companies to maintain its technological lead. For instance, it has collaborated on

cooperative product development and technology exchange with Ford. Partnerships in EV

Infrastructure: To promote the uptake of its electric vehicles, Mahindra partners with companies that

specialize in EV charging infrastructure to extend charging networks.

Emphasis on Mobility Solutions: To meet the evolving demands of urban transportation, Mahindra has

teamed up with businesses in the shared mobility sector, such as ride-sharing and fleet management.

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Investment and Financial Discipline in High-Growth Sectors Selective Investment in High-Growth

industries: M&M is wary of growing in areas with a lot of room for expansion, especially in the EV

and SUV industries, where there is a lot of demand. Increasing Profitability in Core Business sectors:

M&M wants to improve its financial stability and make investments in cutting-edge technologies by

concentrating on lucrative business sectors like SUVs and tractors.

Initiatives for Corporate Social Responsibility (CSR) Community Development: M&M is well-known

for its CSR programs that emphasize healthcare, education, and rural development, which enhance the

company's reputation as a socially conscious business. Green Manufacturing: Mahindra strives to

become carbon neutral in its operations and actively uses eco-friendly manufacturing techniques.

Mahindra & Mahindra's sales and promotional strategies have evolved to meet the changing dynamics

of the global marketplace. The company has successfully integrated various elements of traditional

business models with modern digital and consumer-centric approaches. By focusing on diverse market

segments, technological innovation, sustainability, and community engagement, Mahindra has become

one of the most trusted and influential brands in multiple sectors, ranging from automotive to agriculture

and information technology.

1. Brand Building through Storytelling

One of the most effective ways Mahindra has differentiated itself in the market is through the power of

storytelling. Its marketing campaigns do not just focus on product features but on the values that the

brand represents. The “Mahindra Rise” campaign, for example, centers on themes of perseverance,

progress, and rising above challenges. This narrative resonates with consumers who value resilience,

innovation, and a positive, aspirational lifestyle. Mahindra’s storytelling aligns with its mission to bring

about societal transformation and empower individuals to "Rise."

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Storytelling has also been used to highlight the brand’s historical commitment to providing reliable,

durable, and high-performance vehicles, especially for rural markets. The company’s advertisements

often feature real-life scenarios that demonstrate how Mahindra vehicles help people overcome

obstacles, whether in agriculture, construction, or personal transportation.

2. Targeting the Premium Market

Mahindra has also made notable strides in tapping into the premium segment, especially with its range

of SUVs, electric vehicles, and luxury products. With the launch of models like the Mahindra XUV700

and the electric vehicle lineup, the company has shifted its focus toward the growing number of affluent

consumers in India and abroad. These vehicles offer luxury features, cutting-edge technology, and high

performance, which appeal to both the urban elite and millennials seeking a premium driving

experience.

The marketing strategy for these products often emphasizes aspects like safety, design, comfort, and

technology. Digital marketing plays a significant role in reaching this audience, with Mahindra using

social media platforms, influencer partnerships, and online events to showcase the premium nature of

its products. By targeting this emerging affluent segment, Mahindra positions itself as a forward-

thinking, innovative, and premium brand.

3. Global Expansion and Localization

Mahindra's international presence has grown significantly, particularly in markets where agricultural

equipment and utility vehicles are in demand. The company’s focus on emerging markets in regions

like Africa, Latin America, and Southeast Asia has been crucial to its growth. Mahindra’s tractors,

known for their durability and affordability, have become a preferred choice for farmers in countries

like the United States, Australia, and South Africa.

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In these international markets, Mahindra employs a localization strategy that adapts both products and

promotional messages to suit local conditions and preferences. For instance, Mahindra’s agricultural

machinery is marketed as being well-suited to local soil types and farming practices, while the company

tailors its SUV and commercial vehicle models to meet the unique needs of each region.

Moreover, Mahindra’s investment in local manufacturing plants and partnerships has enabled the

company to provide more affordable products in key international markets. In the United States,

Mahindra launched a new line of compact tractors and commercial vehicles, positioning them as value-

driven alternatives to well-established global brands.

4. Customer-Centric Marketing

Mahindra’s sales and promotion strategies place significant emphasis on customer-centric marketing,

ensuring that products and services meet or exceed consumer expectations. The company continuously

gathers feedback through surveys, social media interactions, and customer reviews, using this

information to improve product offerings and services. Mahindra has established dedicated customer

service teams that focus on addressing consumer concerns and providing personalized assistance.

In addition to after-sales service, Mahindra engages in pre-sales marketing that goes beyond simply

highlighting product features. By conducting test drives, live demonstrations, and offering trial periods

for vehicles, Mahindra ensures that consumers have a hands-on experience with the product before

making a purchase decision. The company also invests in virtual reality and augmented reality tools to

give customers a more immersive and interactive experience with their products.

The use of technology in customer service also extends to the digital space. Mahindra’s customer

relationship management (CRM) system ensures that all consumer interactions are tracked and

managed effectively, enhancing the overall customer experience and helping drive repeat business.

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5. Collaborations and Strategic Partnerships

Collaborations and strategic partnerships play a critical role in Mahindra’s business growth and global

expansion. By partnering with both domestic and international firms, Mahindra has been able to

leverage complementary strengths to create new products, expand its reach, and enhance its capabilities.

For instance, Mahindra’s joint venture with Ford India has allowed both companies to share resources

and access new markets. Similarly, the partnership with SsangYong Motor Company in South Korea

has bolstered Mahindra’s product offerings in the global SUV segment.

In addition to strategic alliances in the automotive sector, Mahindra has entered into partnerships in

other industries like technology, agriculture, and renewable energy. For example, the company has

collaborated with global tech firms to integrate advanced data analytics and AI into its products,

enhancing the performance and usability of vehicles and agricultural machinery.

Mahindra also collaborates with financial institutions to provide attractive financing options for its

customers. These partnerships help to create flexible and affordable payment structures, making it

easier for consumers to purchase vehicles and other products

6. Experience and Lifestyle Marketing

Mahindra’s promotional efforts extend beyond product marketing to experience and lifestyle-driven

marketing. The brand has been able to position its products as part of a larger lifestyle that values

adventure, exploration, and progress. The Mahindra Thar, for instance, is marketed not just as a vehicle,

but as a symbol of freedom, exploration, and rugged outdoor adventures. Through partnerships with

adventure sports, wildlife expeditions, and off-road events, Mahindra is able to create a deeper

emotional connection with its customers.

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The company also markets its products as enablers of a better quality of life. For example, Mahindra

Tractors are promoted not only for their performance but also for their role in transforming the lives of

farmers by enhancing productivity and creating more sustainable farming practices. This approach

builds brand loyalty by aligning Mahindra’s products with the values of its customers.

7. Focus on Innovation and Technology

Mahindra places a significant emphasis on technology and innovation in both product development and

promotion. Through its investment in electric mobility, smart technologies, and automation, Mahindra

has built a reputation as a tech-savvy brand. The introduction of its electric vehicles is complemented

by cutting-edge technologies like connected car solutions, autonomous driving features, and energy-

efficient innovations that appeal to environmentally-conscious consumers.

Furthermore, Mahindra has integrated Artificial Intelligence (AI) and Internet of Things (IoT) into its

vehicles, offering advanced features such as vehicle diagnostics, performance monitoring, and remote

control systems. These technological advancements are highlighted in promotional campaigns that

emphasize Mahindra's commitment to providing customers with the latest and most advanced products

in the market.

8. Expanding Product Lines and Services

Mahindra has successfully expanded its product lines across different sectors, which allows the

company to diversify its revenue streams and cater to a wider customer base. Apart from the automotive

division, Mahindra is also present in sectors like agriculture, real estate, hospitality, and IT services. Its

diversification strategy enables the company to buffer against economic downturns in one sector by

relying on the performance of others.

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Mahindra’s agricultural division, for example, offers not just tractors but also a wide range of farm

equipment, which further strengthens its presence in the farming community. Additionally, Mahindra’s

entry into electric mobility and energy solutions allows the company to tap into emerging markets

where sustainability is a growing concern.

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 Why Mahindra Automobile Matters

A mainstay of the Indian auto sector, Mahindra & Mahindra (M&M) has a reputation for creativity,

dependability, and market flexibility. Mahindra Automobile's importance in both home and foreign

markets comes from its contributions to technological innovation, economic growth, and conformity to

the changing tastes of the world's consumer base. In the context of a Summer Internship Project (SIP),

comprehending why Mahindra matters entails looking at a number of factors, such as consumer

relevance, technology innovation, economic effect, and sustainability.

Economic Effects and Employment Generation India's economy is greatly impacted by Mahindra &

Mahindra, which employs thousands of people in manufacturing, engineering, and sales positions and

makes a substantial financial contribution to the automotive industry. Mahindra supports related

businesses including raw material suppliers, finance, and logistics by bolstering the labor force through

job creation. Additionally, the company's exports generate foreign exchange, improving India's trade

balance and broadening its market share internationally.

Innovation in Products and Technology Mahindra's investments in research & development

demonstrate the company's emphasis on technology. In order to meet the evolving needs for greener

and more effective transportation, the brand's automobiles incorporate the newest automotive

technology, such as electric vehicles (EVs), hybrid systems, and BS6-compliant engines. Products that

combine off-road performance, comfort, and safety, such as the Mahindra Thar, Scorpio, and XUV

series, demonstrate the brand's dedication to innovation. Models like the Mahindra eVerito, which

dominate the EV market, demonstrate Mahindra's advancements in environmentally friendly

transportation.

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Adjusting to the Preferences of Customers Mahindra's expansion has been greatly aided by its capacity

to recognize and react to consumer trends. The popularity of the brand's SUVs and commercial vehicles

is a reflection of its understanding of Indian consumers' need for strong, tough cars that can handle a

variety of terrains. Mahindra continuously evaluates market trends and customer feedback to improve

its products and keep them in line with customer demands including safety, connection, and post-

purchase assistance.

Trust and Brand Loyalty Strong brand loyalty has been established for Mahindra due to its longstanding

reputation for quality and dependability, particularly in rural and semi-urban areas where customers

depend on the toughness and longevity of Mahindra automobiles. Mahindra is a consistent option in

the passenger and commercial vehicle markets thanks to the company's customer-centric strategy,

which emphasizes accessibility, affordability, and after-sales support.

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Place in the Competitive Environment With its dedication to quality and emphasis on SUVs and utility

vehicles that fit India's diverse geographic and economic backdrop, Mahindra stands out in the

congested Indian auto industry and competes well. Mahindra has been able to keep a competitive edge

over both domestic and international competitors thanks to its unique market positioning, particularly

in the SUV sector. Automotive firms in emerging markets can learn from its agility and tenacity.

Worldwide Presence and Strategic Alliances Mahindra's desire to be a global player is demonstrated by

its entry into foreign markets. Strategic relationships, like those with Ford and electric vehicle

technologies, show Mahindra's goal of expanding outside of India. Mahindra promotes cultural and

economic interaction by bringing Indian engineering and innovation to a wider audience through its

presence in more than 100 countries.

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 Marketing Strategy

Mahindra & Mahindra’s market strategy in the automotive sector focuses on leveraging its

strengths across segments, from utility vehicles to electric cars, catering to both urban and rural

markets

Product Strategy:

What started as a farm-related equipment company, Mahindra and Mahindra now serves as an

esteemed automotive manufacturer company that has something for everyone in its diverse

product portfolio.

Their portfolio comprises personal vehicles, commercial vehicles, electric vehicles, application

trucks, trucks, light trucks and buses. Talking about personal cars, the company has unique and

successful products in utility vehicles, multi-utility vehicles, sports utility vehicles and sedans.

Some of Mahinfdra's successful cars are Bolero, Scorpio, KUVIOO, XUV 500, Quanto, Xylo,

Rexton, Korando, and Kyron.

(a) Automobiles: Hands down, Mahindra and Mahindra is one of the most trusted and successful

automobiles companies in India. Its blockbuster cars include Bolero, Scorpio, Xylo, and XUV500. The

main reason behind its success is its quick adaptability to technology. Mahindra offers high-tech car

features that captivated its target market to give a chance and try Mahindra's offerings.

(b) Farm Equipment: As one of the leading farm equipment manufacturing companies, Mahindra includes

cutting-edge products for its farm friends like harvesters, tractors, etc.

(c) Information Technology: To enter into the realm of IT, Mahindra and Mahindra introduced its

subsidiary, Tech Mahindra that provides IT and software solutions to its global clients.

(d) Financial Services: To increase its market share and leave no stone unturned, Mahindra and Mahindra

entered into financial services offering loans, insurance, mutual funds, etc.

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(e) Real Estate: Mahindra and Mahindra is into real estate by the name of Mahindra Lifespace Developers

and Mahindra World City developers. These businesses focus on residential and commercial development.

(f) Leisure and Hospitality: To capture the holiday and leisure market, Mahindra and Mahindra operates

Club Mahindra, a chain of luxury resorts that provides best stays to its customers.

Price Strategy:

To gauge a big chunk of the market, Mahindra and Mahindra offers competitive pricing to its

customers. The cost of Mahindra's product includes its manufacturing to assemble the parts and

making them a whole product to make them available to its users. Though the company offers

premium products at high prices, Mahindra and Mahindra has something for everyone. The

company has launched products suitable for every section of the society that are quite affordable.

Lets understand the brand's pricing strategy is detail:

(a) With its competitive pricing strategy, the company tries to convey its brand message that users can get

similar or better features for their vehicle at low prices. This pricing approach attracts price conscious users

who are sensitive when it comes to spending money and are looking for quality and affordability.

(b) Mahindra and Mahindra offers value based pricing for its premium products like Xylo, XUV300, Thar,

etc. The company set prices of such cars based on its perception by the target market and other factors like

technology, features, brand's prestige, etc.

(c) For price sensitive markets like rural areas, the company offers flexible pricing solutions and financing

services to its customers. By doing this, Mahindra and Mahindra penetrates quite easily in the rural

area and builds credibility among its users who are field workers and farmers.

(d) Talking about the international markets, Mahindra and Mahindra uses market penetration pricing, i.e.,

keeping the prices low during the initial stage to capture market share and increasing them gradually once

they achieve a good customer base.

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Place Strategy:

With assembly and manufacturing units in locations like India, China, United Kingdom, and

Brazil, the company's manufacturing facilities are spread over a large area of 500,000 square

meters. Lets understand its placing strategy in detail:

(a) Domestic presence: Mahindra and Mahindra has a strong domestic presence with plants located in

Bengaluru, Chakan, Nasik, and Haridwar. Not just this, the company has a robust dealership network across

the country to facilitate wide access of the company to its customers and brand visibility.

(b) To optimize its logistics and cost, the company has strategically placed its units in critical regions like

North America, Europe, Africa, and Asia. Doing this also gives them a chance to understand the local

market and adapt changes accordingly.

(c) To stay in touch with its customers, Mahindra leverages digital platforms for sales and engagement with

its customers. This helps them to align with contemporary buying preferences.

Promotion Strategy:

As one of the leading automobile brands, Mahindra leaves no chance when it comes to marketing. With big

marketing budgets, the company uses multiple marketing channels to promote their business

Mahindra and Mahindra uses traditional platforms like radio, newspapers, TV commercials,

billboards, etc to reach its rural audience. Apart from this, the company partners and organizes

various events in sports and lifestyle segments to gain audience's attention.

The company also collaborates with influencers and celebrities to increase brand visibility. To

stand out of the clutter, it organizes multiple experiential events which allows customers to engage

directly with their products, strengthening brand experience and loyalty.

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With multiple promotional activities, Mahindra and Mahindra actively participates in exhibitions

for promotions. They distribute company catalogs, contest interactive competitions during such

events to increase brand awareness.

Not just this, Mr. Anand Mahindra is an active social media user and generally rewards best talents

with job offers or money. Though he might not be doing this with an intention of promoting

Mahindra, these activities get a lot of headlines and users generally don't miss out on such news.

Segmentation is the process of breaking a targeted market into segments that may be

contacted. Market segmentation divides a market into subgroups based on demographics,

requirements, priorities, shared interests, and other psychographic or behavioral traits that help to

better understand the target audience. Talking about the segmentation of Mahindra & Mahindra it

has segmented its business into those who are seeking a complete automobile segment including

sedans & SUVs for a luxurious life and the other group (especially the rural area) who are price

sensitive and are looking for quality products within their budget. Targeting a business's choice

of potential customers to whom it wants to sell products or services. The targeting approach

requires segmenting the market, selecting the most relevant segments, and identifying the

products that will be supplied in each segment.

So here in this case the targeted audience of Mahindra & Mahindra is upper-middle- income

bracket individuals who love to live a luxurious lifestyle and the middle class section who are

price sensitive. Positioning is the final phase of the 'STP' process, and it focuses on how the

customer perceives a product or service in comparison to the competitors, which is critical for

gaining a competitive edge in the market.

To gain a competitive edge in the market, Mahindra & Mahindra always positions itself as a

quality and affordable automobile with new thinking and positive change.
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Marketing Campaigns
#TogetherWeRise Campaign

Since its operations, Mahindra aimed to bring a revolutionary change into the automobile industry

and give something back to the society. Keeping this in mind, the company launched

#TogetherWeRise campaign under Rise with Mahindra program. The campaign demonstrates

unique aspects of the future world and conveys that whatever is good for the world, is good for

business. What creates value, also creates profit. What enriches the planet, can enrich the

company too and businesses of the future will have to rejig their 'purpose' to be relevant for the

times we live in.

With this campaign the brand tries to convey that with all the ongoing climatic changes,

technological advancements, etc, Mahindra and Mahindra wants to 'Rise' - for a more equal world,

to be future-ready by creating value. This unique marketing strategy of Mahindra and Mahindra
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 brought a sense of freshness to its campaigns and showed how much the brand is concerned about

the society and its future.

#CraftingLife Campaign

There's no denying the fact that the marketing strategy of Mahindra and Mahindra is always

unique in its own way. Recently, Mahindra Lifespace Developers, the real estate and

infrastructure development arm of the Mahindra Group, launched its bespoke #CraftingLife

campaign.

With this campaign, the company tried to expand the concept of real estate through climate-

responsive design; thriving, supportive communities, robust features and amenities; and

transparent and hassle- free consumer experiences.

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ChooseTogetherChooseRight Campaign was one of the most successful campaigns of all time. At this

stage, the economic class categorised people hyped about the cars which were under 10 Lakh. This

campaign was for the general public who wants to live a luxurious life but can't afford it. Mahindra made

their life better by providing the cars under 10 Lakh with the best external services.

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The "Live young, Live free" campaign became popular in 2012. "The Mahindra Classics"

campaign was the one that brought heritage to life through their stories and interviews. This

campaign was launched with "The Mahindra Classics" Logo with thematic communication. The

campaign displayed its thrilling stories from the past and inspired the community of Mahindra

fans.

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Recently Mahindra introduced a unique campaign for women. #womenwithdrive, where 30

women took the wheel to test their off-roading skills under the supervision of the experts. It was a

truly remarkable experience for all the brave women and for the Mahindra group. As you can see

the campaign was one of the most successful campaigns of all. #exploretheimpossible.

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Digital Marketing Strategy of Mahindra and Mahindra

SEO Strategies

As per SEO ranking, it is said that the Number of keywords — below 500 is bad, above 1000 is

good, and 10,000+ is amazing. As we can see, its website has 82,461 organic keywords and it's

outstanding. That means the digital marketing of Mahindra & Mahindra is gaining a good number

of insights. Mahindra & Mahindra's digital marketing is attracting a large number of visitors.

The monthly traffic is in the 277k+ range, which is considered exceptional.

Content Marketing Strategies

Mahindra & Mahindra do write blogs and listicles on their website to attract customers. It will be

more beneficial for thepeople if this company starts making EVs. Different affairs and challenges

like the Dubsmash & win KUVIOO contest are

influenced on social media to create buzz and are customer-oriented. It has all over 17 million fans

across different brands and over 40 million views on YouTube.

Mahindra & Mahindra also posted a video on YouTube of a car with a charming dashboard,

engaging on the road, taking Varun Dhawan as a brand ambassador.

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 E-commerce Strategies

Mahindra & Mahindra's vehicles of all types are available on their website. Even many other

websites have taken the agency of Mahindra & Mahindra. In every city, there are many branches

of Mahindra & Mahindra's where they give you the offers for booking the vehicle from the website

itself to increase their views on their website.

Mahindra gets only 6% of sales through e-commerce portals, as this company is the first one to sell

its products online.

We can gather the public's attention to the brand when we enter with a celebrity because the public trusts the brand's

product only when a trusted celebrity endorses it. So, influencer marketing is the best marketing strategy in this

generation

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Influencer Marketing

Mahindra and Mahindra is renowned on national TV due to the collaboration with celebrities like

Mahesh Babu, Manoj Bajpayee, Ajay Devgn, Varun Dhawan, and Prabhas. In this era, people go

crazy after watching their favourite stars promote the brand along with some complementary

music.

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 Work Culture of Mahindra

Mahindra’s work culture is a blend of innovation, inclusivity, and social responsibility. Employees are

encouraged to bring their full selves to work, balancing personal growth with professional

responsibility. By promoting employee well-being, recognizing contributions, fostering leadership, and

encouraging community involvement, Mahindra has built a progressive and supportive work

environment that aligns with its "Rise for Good" mission.

Employee Empowerment

Mahindra’s "Rise" philosophy encourages every employee to “accept no limits, think alternatively, and

drive positive change.” This philosophy is embedded in its management approach, where employees

are trusted with responsibility and encouraged to bring new ideas to the table. Through internal

initiatives like the "Shadow Board," young employees are given the opportunity to work closely with

senior leaders, shaping real business strategies and gaining leadership exposure early in their careers.

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Innovation and Learning

Mahindra is committed to fostering a culture of innovation, providing employees with numerous

platforms and resources to cultivate creativity. It runs programs such as "Spark the Rise" to bring

innovative ideas to life, and supports this with ongoing training, workshops, and access to cutting-edge

technologies. Employees are encouraged to stay ahead in their fields through continuous learning

opportunities, including leadership programs like the "Mahindra Universe" for strategic skill

development.

Inclusivity and Diversity

With its "Diversity & Inclusion" initiative, Mahindra actively strives to create an environment where

all employees feel valued and respected. This includes focused efforts to promote gender equality,

support differently-abled individuals, and create a workplace that respects all cultural backgrounds. The

Mahindra Group has taken steps to ensure that inclusivity isn’t just a policy but an integral part of its

corporate culture.

Work-Life Balance and Well-Being

Mahindra recognizes the importance of a balanced life and has introduced several wellness initiatives,

including "Happy & Healthy Mahindra," which covers everything from mental health counseling to

fitness programs. Flexible work hours, work-from-home options, and generous leave policies help

employees maintain a positive balance between their personal and professional lives, especially

important in high-stress industries.

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Community and Social Responsibility

Mahindra’s social responsibility programs are built into the company’s culture. Employees participate

in community welfare activities under the "Rise for Good" program, where they work on sustainable

development projects. The company encourages employees to volunteer for causes related to education,

health, and the environment. Mahindra also invests in initiatives to promote rural education, women’s

empowerment, and environmental conservation, creating a culture of giving back.

Employee Recognition and Rewards

Mahindra understands that recognition is key to employee motivation and retention. Through its

structured reward programs, the company celebrates milestones, recognizes exemplary performance,

and awards innovative contributions. The "Mahindra Excellence Award" and various peer-to-peer

recognition initiatives encourage employees to acknowledge each other’s achievements and foster a

culture of appreciation.

Leadership Development

Leadership is central to Mahindra’s growth, and it invests in nurturing talent through structured

leadership programs. "LEAD" and "LEAP" are flagship programs that aim to develop future-ready

leaders, focusing on strategic, financial, and operational skills. The company also has a leadership

model based on its core values, inspiring leaders to act as role models and embody the "Rise"

philosophy in their decisions and interactions with teams.

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Global Opportunities

As a multinational corporation, Mahindra offers employees opportunities to work across geographies,

enhancing their skills and exposing them to diverse work environments. The company supports career

mobility and cross-functional assignments, encouraging employees to take on international roles and

gain global exposure.

Employee Feedback and Communication

Mahindra values transparency and actively seeks employee feedback through surveys, regular town hall

meetings, and open communication channels. Programs like "Voice of Mahindra" allow employees to

share their insights, suggest improvements, and engage in constructive dialogues with leadership. This

approach not only enhances employee morale but also ensures that management stays connected with

the workforce's needs and aspirations.

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 Research Methodology

A research methodology consists of stages or steps that guide the project from its conception through

the final analysis, recommendation and ultimate actions. The research methodology provides a

systematic, planned approach to the research project and ensures that all aspects of the research project

are consistent with each other.

Exploratory research was used to study sales and promotion of Mahindra

Data collection method

• Primary

• Secondary

Primary Data

Primary data refers to information collected directly from original sources for a specific research purpose

or investigation. This data is gathered through various methods such as surveys, interviews, observations,

experiments, or direct measurement, and it has not been previously processed or interpreted. Unlike

secondary data, which is derived from existing sources like reports, studies, or databases, primary data is

fresh, original, and unique to the specific study being conducted.

Sample Size: Sample size of 45 was taken based on convenient random sampling

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Secondary Data

Information that already exists somewhere, having been collected for another purpose. Sources

include census reports, trade publications, and subscription services. There are two types of

secondary data: internal and external secondary data. Information compiled inside or outside the

organization for some purpose other than the currentinvestigation Researching information, which

has already been published? Market information compiled for purposes other than the current

research effort; it can be internal data, such as existing sales-tracking information, or it can be

research conducted by someone else, such as a market research company or the U.S. government.

Secondary source of data used consists of books and websites My proposal is to first conduct a

intensive secondary research to understand the full impact and implication of the industry, to review

and critique the industry norms and reports, on which certain issues shall be selected, which I feel

remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory

research.

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 Finding of the Study

• How would you rate the effectiveness of Mahindra's current marketing campaigns in

attracting potential customers?

90
• What marketing channels do you believe generate the highest sales for

Mahindra and Mahindra automobiles?

91
• How well does the branding of Mahindra and Mahindra automobiles

differentiate them from competitors?

92
• Which segment of the automobile market do you feel Mahindra should focus

more on?

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• How important is customer feedback in shaping Mahindra's marketing

strategies?

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• What is the primary factor that drives customers to purchase Mahindra

vehicles?

95
• What additional support or resources would help improve the sales

performance of Mahindra team?

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• What is the most common challenge faced by the sales team when dealing

with potential customers?

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 Conclusion

Mahindra and Mahindra Motors has a very good market share in the state of Jaipur(Rajasthan) for the

SUV segment. The company is offering good services, which is reflected on the satisfaction of the

customer. Majority of the customer are satisfied with the design of the vehicle.

Mahindra & Mahindra motors are providing better facilities compare with other brand. As 67% of the

respondents are satisfied that they are happy with Bolero, it satisfies that the customer satisfaction levels

are very high. If the company were to identify the pitfalls in their product and undertake remedial

measure, thus it will lead to more good word of mouth publicity.

Though majority of the customer are satisfied that the maintenance cost of Mahindra Bolero is less,

around 20% are not satisfied which may be because of comparison of Bolero with the newly launched

competing brands coming with even lower maintenance cost.

As 80% of the respondents are happy with the space availability of the Mahindra Bolero vehicle, it can

be conducted that the company has undertaken proper R&D in this aspect.

The 20% of the respondents who have answered negatively may be comparing with the vehicle in the

same category launched very recently.

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 Limitation of the Study

The study of Mahindra & Mahindra’s automotive division faces additional limitations that further

constrain the scope and depth of the analysis. One key limitation is the dynamic and unpredictable

nature of the automotive industry, where shifts in consumer demand, technology, and regulatory

environments occur frequently and with little warning. This makes it difficult to provide a long-

term assessment of Mahindra’s strategic effectiveness, as future events may render some insights

less relevant. Additionally, Mahindra’s broad portfolio—which includes not only passenger

vehicles but also commercial, agricultural, and defence vehicles—means that focusing on its core

automotive business may omit important intersections where these divisions influence each other

and the company’s overall resource allocation.

Another challenge lies in evaluating Mahindra’s competitive landscape, as the study primarily

benchmarks against major established players, potentially underestimating the impact of emerging

competitors or startups specializing in electric and autonomous vehicles. The analysis is also limited

in its ability to capture the full impact of Mahindra’s global supply chain dependencies, which are

subject to fluctuations in material costs, transportation delays, and political instabilities, particularly

given the company’s plans for increased electric vehicle production, which relies heavily on imports

of specific components.

Consumer attitudes, particularly the growing demand for eco-friendly transportation, add another

layer of complexity to the study. The rise in environmental consciousness could drive demand for

electric vehicles, yet market uptake is influenced by several unpredictable factors such as

infrastructure development, government incentives, and cost reductions in EV technology.

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As Mahindra pivots toward sustainable and connected vehicle solutions, the study’s ability to

predict the success of these initiatives remains inherently limited.

Finally, while Mahindra has made strides in technology and innovation, assessing the long-term

success of its R&D investments is challenging, as the payoffs for technology and innovation,

particularly in EVs and autonomous vehicles, may take years to materialize and are subject to

industry trends and consumer adoption rates. Thus, while the study provides valuable insights, these

limitations suggest that findings should be interpreted with caution, recognizing the fluidity and

complexities inherent in the automotive sector.

100
 Reference

https://surveyheart.com/form/673af8ba79d33276c9bce518

Mahindra Auto - Passenger & Commercial Vehicles

Marketing Strategy Of Mahindra And Mahindra - 2024 | IIDE

About Mahindra Company - History, Founder, Owner | Mahindra Group

Mahindra & Mahindra - Wikipedia

Mahindra Cars Price - New Models 2024, Reviews, Images, Specs & Dealers

Mahindra Auto - Passenger & Commercial Vehicles

H2304036468.pdf

Mahindra & Mahindra Case Study: Financials and SWOT Analysis- Pocketful

JETIR Research Journal

(PDF) Analysis of Mahindra and Mahindra and its subsidiary companies.

Mahindra Total Market Share And Market Share Breakdown | Fundamental Data And Statistics For

Stocks sales network of mahindra 2024 s

101
 Annexure

• How would you rate the effectiveness of Mahindra's current marketing campaigns in

attracting potential customers?

(a) Very Effective

(b) Neutral

(c) Effective

(d) Very Ineffective

• What marketing channels do you believe generate the highest sales for Mahindra and

Mahindra automobiles?

(a) Social Media

(b) TV/Radio Advertisement

(c) Events And Roadshow

(d) Online Platform and Goggle ads

• How well does the branding of Mahindra and Mahindra automobiles differentiate

them from competitors?

(a) Agree

(b) Strongly Agree

(c) Neutral

(d) Disagree

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• Which segment of the automobile market do you feel Mahindra should focus more on?

(a) Commercial Vehicle

(b) Passenger Vehicle

(c) Electrical Vehicle

(d) Luxury Vehicle

• How important is customer feedback in shaping Mahindra's marketing strategies?

(a) Very Important

(b) Important

(c) Not Important

(d) Neutral

• What is the primary factor that drives customers to purchase Mahindra vehicles?

(a) Technological Features

(b) Price

(c) Brand Reputation

(d) After Sales Service

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• What additional support or resources would help improve the sales performance of

Mahindra team?

(a) Enhance customer satisfaction

(b) Advanced training Program

(c) Better Leads Generation Tools

(d) Materials

• What is the most common challenge faced by the sales team when dealing with potential

customers?

(a) Price Sensitivity

(b) Competitor Offers

(c) Financing Issues

(d) Lack of Product Awareness

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