MARKETING STRATEGY AND ITS FUTURE PLANS OF

MAHINDRA & MAHINDRA – A CASE STUDY

A Dissertation Report Submitted to

Utkal University
In partial fulfilment of the requirements for award of the degree of
Integrated MBA (I-MBA)

By

Swastik Nayak
Roll No: 637017UT1041
Batch: 2017 – 2020

Under the guidance of

PROF. SITANATH RAIGURU

ASSOCIATE PROFESSOR
Asian School of Business Management
Bhubaneswar

ASIAN SCHOOL OF BUSINESS MANAGEMENT

BHUBANESWAR

March, 2020

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 FACULTY GUIDE CERTIFICATE

This is to certify that the report entitled “MARKETING STRATEGY AND ITS
FUTURE PLANS OF MAHINDRA & MAHINDRA – A CASE STUDY” in piece
of Dissertation project done by Swastik Nayak, a student of ASBM University
under the guidance and supervision for partial fulfilment of BBA, ASBM
University.

To the best of my knowledge and behalf, the report embodies the work of the candidate
himself and it has been duly completed which is up to the standard both in respect
to contents and language for being referred to the examiner.

Prof. Sitanath Raiguru

Associate Professor

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 DECLARATION

I hereby declare that the Dissertation report with the title “MARKETING
STRATEGY AND ITS FUTURE PLANS OF MAHINDRA & MAHINDRA –
A CASE STUDY,” has successfully completed for the partial fulfilment of the
requirements of BBA 2017 - 20 programme from ASBM University, Bhola,
Chandaka, Bhubaneswar.

SWASTIK NAYAK

ROLL NO: 637017UT17041

ASBM UNIVERSITY, BBSR

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 Acknowledgement
In Indian culture, a task is said to be incomplete without the blessings of almighty and
elders and also acknowledging the work and help of all those who have guided me for the
completion of my research on time.

It gives me immense gratification to place on records my profound gratitude and sincere

appreciation to each and every one of those who have helped me in this endeavour. I am
ineffably indebted to Prof. Hemant Kumar Panda, Dean School of Business
Management, ASBM University for the principal conscientious guidance and
encouragement to accomplish this assignment.

I extend my sincere thanks to my Faculty guide, Prof. Sitanath Raiguru for his
cooperation and valuable suggestions to initiate the study. I extend my gratitude to ASBM
University for giving me this opportunity. On a personal note I would like to thank all my
batch mates for their support. Any omission in this brief acknowledgement does not mean
lack of gratis.

Last but not the least; I would like to thank Almighty and my parents who always give me
encouragement and motivation towards my achievements.

(Swastik Nayak)
BBA, 6TH SEM BBA
Roll No.637017UT17041
ASBM University,
Bhubaneswar

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 CONTENT

Chapter Page Nos.

Certificate 1.
Declaration 2.
Acknowledgement 3.
List of Tables 4.
List of Figures/ Charts 5.
Executive Summary 6.

Chapter I INTRODUCTION AND LITERATURE

REVIEW

Chapter II RESEARCH METHODOLOGY

Chapter III RESULT AND ANALYSIS OF THE WORK

Chapter IV CONCLUSION AND RECOMMENDATION

BIBILOGRAPHY
ANNEXURES

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 EXECUTIVE SUMMARY
The automobile industry in India is one of the largest in the world with an annual production
of 23.96 million vehicles in fiscal year 2015-16, following growth of 2.57% over the last
year. The automobile industry accounts for 7.1% of the country’s gross domestic product
(GDP). The wheeler segment, with 81% market share, is the leader of the Indian
Automobile Market, owing to a growing middle class and a young population. Moreover,
the growing interest of companies in exploring the rural markets further aided the growth
of the sector. The overall Passenger Vehicle (PV) segment has 13% market share.

Mahindra & Mahindra is the country’s leading Utility Vehicle (UV) manufacturer, is
gradually losing its grip in fast growing UV segment amidst heavy competition. Last
financial year, when the segment grew by around 30%, M&M UV sales grew by only in
0.1% to 2,22,541 units. Its market shares also dipped down below 30%.

One in every four-vehicle sold in country last year was a UV and segment has been
maximum launches in the last 2-3 year by carmaker. Companies like Maruti Suzuki and
Hyundai continues to increase base for UVs and in the process of eating market share
conventional players like Mahindra, Ford, Renault and Toyota also has a strong presence
in the segment. But now, M&M plans to regain its crown with a flurry of new launches.

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 CHAPTER – I

1.1 Introduction

In the fast-moving world with the biggest countries with huge economics India has
managed to the 11th in the world for annual production of 2 million units approximately.
This sector in India is growing at very fast rate and it has crossed China in term of selling
the units.

In the matters of population India is the second largest country in world with a population
of 1.1 billion. In the respect it is just next to China. But it has a very small land mass as
compared to China and US. India becomes an attraction for car manufacturers around the
globe as a graph of its ownership of cars i.e., 7 per 1000 people.

Automobile industry in India comprises 13 million direct and indirect employees. It

contributes 3.1% of GDP (nominal) and the valuation of the industry is about US$ 34
billion.

India has Sixth largest commercial vehicle market, eleventh largest passenger car market,
fifth largest bus & truck market (volume) around globe. With the growing pace India by
2019 is expected 5th largest automobile market and by 2030.

Late 1890s is the time when the automobile was introduced in India, but it came into
existence only after independence in 1947. Until 1980’s Hindustan Motors and some small
manufacturer premium automobiles, Tata Motors, Bajaj Auto, Ashok and Standard Motors
held an oligopoly till the time when Maruti Suzuki came into existence after the death of
the great Indian Politician Sanjay Gandhi who championed the need for a “people’s car”.

It quickly gained over 50% of the share market. Maruti 800 becomes popular because of
its low price, high fuel efficiency, reliability and modern features relative to its competition
at the time.

Keeping in the in the comfort of the people and their choice the model and prepared.
Performance of vehicle increasing day by day, its fuel efficient and reliability has no match
with others around the globe.

In spite of having manufacturing of major foreign automakers based in India our Indian
Domestic Automobile Companies are leading in the market.

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Tata Motors is the largest commercial vehicle company, Maruti Suzuki is the largest
passenger vehicle company & Hero is the largest motorcycle company in India.

Mahindra & Mahindra Ltd, (M&M) cumulative sales with export were 1,06,094 units
compared to 78,144 units in the corresponding period last fiscal during the April-
September having a growth rate of about 35.8%.

The automotive industry in India is one f the largest automotive markets in the world. It
was previously one of the fastest growing makers globally, but it is currently experiencing
flat or negative growing rates.

In 2009, India emerged as Asia’s 4th largest exporter of passenger cars, behind Japan, South
Korea and Thailand overtaking Thailand to become 3rd in 2010. As of 2010, India was the
home of 40 million passenger vehicle.

India’s passenger car and commercial vehicle manufacturing industry recently overtook
Brazil to become the 6th largest in the world with an annual production of more than 3.9
million units in 2011. From 2011-12, the industry grew 16-18%.

Figure 1.1: Small towns set new pace for PVs

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1.2 Review of Literature
Sumit Jain & Dr. R.K. Garg, in the research paper described about current scenario of
automobile industry and challenges or threat facing by different automobile industry. They
pointed that, the companies have to shorten product lifecycle in order o react to the
expectation of individualize and fast changing consumer demands with innovative
products.
Rajkumar Goutam & Sahil Raj, in their research paper depicted the scenario of automobile
sector of the world and India. In their paper they have investigated that the globalization
process has affected the sector in all the area of manufacturing, sales, marketing, personal
research, and future planning of the company. They also concluded that, in order to meet
the challenges posed by globalization the Indian Automobile manufacturers need to ensure
the technological advancement, appropriate marketing strategies and future planning in
Mahindra & Mahindra.
R.S. Krishnamurti in his article focuses on the current details and some future plans of
Mahindra & Mahindra Automobile. The article also highlighted the various innovation of
company like future mobility showcased around three pillars- Clean, Connected,
Connectivity (3C).
Exim bank’s occasional paper highlighted that the global financial meltdown of the year
2017 has created a precarious condition across various sector, which has forced countries
and industries to take fresh look at their future plans. The paper also pointed out the
automobile industry hold significant scope for expansion, both in domestic market, where
the vehicle penetration level is on the lower side as compared to world average and in the
international market, where India could position itself as a manufacturing hub.
P Krishnaveni in his research focuses on the current position of Mahindra Automobiles and
some future plans. The article also focuses on competitor’s analysis between Tata Motors,
Maruti Suzuki, and Hyundai.

1.3 Objectives of Study

Based on the inputs from the various literature studies, this research study is aimed at
achieving the following objectives:

 To study the market of automobiles in India. To compare the marketing strategy among
four leading automobile of the company including Mahindra & Mahindra.

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1.4 Scope of the Research

The research can further be used to know the marketing strategies, know the automobile
market industry in India and to know the future plans of Mahindra & Mahindra.

1.5 Limitation

The major imitation of the study is that the data is collected from secondary sources. The
data related to the year 2017-2018 to provisional and mostly not published.

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 CHAPTER – II
2.1 Introduction
Research in common pursuance refers to a search for knowledge in a scientific and
systematic way for pursuant information on a specified topic. It may be understood as
science of studying how research is done systematically. An attempt has been made to find
out marketing strategy and future plans of automobile industry with a special reference to
Mahindra & Mahindra.

2.2 Research Design

The assigned task was to study the marketing strategy and future plans of automobile
industry in India. The research is concerned with the systematic and objective collection,
analysis and evaluation of information about specific aspects in order to help management
make effective decisions.
Once the aspect is identified and defined it is the responsibility of the researcher to chalk
out a comprehensive plan explaining each step required to conduct the research in a
successful manner.

2.3 Data Collection

Generally, the data can be collected from two sources, primary sources and secondary
sources. A primary source provides direct or first-hand evidence about an event, object,
person, or work of art. Common sources of secondary data for science include censuses,
information, collected by government department, organisational records and data that
were originally collected for the research purposes.
Primary data are also known as raw data. Data are collected from the original source in a
controlled or an uncontrolled environment. On the other hand, data collected through
observation or questionnaire survey in a natural setting.
Secondary data are data obtained from secondary sources such as reports, documents, the
web and more.

The sources of data collection are, mainly secondary. Maximum data has been collected
from Tech Mahindra, Ministry of transport, Magazine, Newspapers and Internet. Data was
also collected from other institutions which have been doing research on Mahindra &
Mahindra marketing strategies and future plans.

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2.4 Organization of the Report

The entire report has been divided into four chapters and again each chapter is further
divided into various sections and sub-sections.

The First chapter deals with introduction and review of literature. This chapter presents a
review of the existing marketing literatures, highlights objectives of the study, scope of the
study and limitations of the study.

The Second chapter is research methodology. It narrates the framework for a study which
guides to collect and analyse information.

The Third chapter covers findings of the study after carefully analysing the secondary
sources of information and presents interpretations prior giving suggestions.

The Fourth chapter presents conclusions and recommendations. It discusses and assesses
the interpretations of the study and highlights conclusions regarding the topic.

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 CHAPTER – III
3.1 Introduction
Mahindra and Mahindra deal with farm equipment, utility vehicles and commercial
vehicles. Its portfolio includes a wide range of products that comprises heavy trucks, light
trucks, two wheelers, SUV’s, tractors and school buses. Mahindra has also built military
vehicles and its Willys jeep was used for transportation in World War II. The esteemed
company has also entered into partnership deal with Renault S.A and its result was the
beautiful Mahindra Renault Logan. The various Mahindra products are Mahindra Scorpio,
Mahindra Scorpio Getaway, Mahindra Bolero, Mahindra Pick-up, Mahindra Quanto,
Mahindra XUV 500, Mahindra Xylo, Mahindra Thar, Mahindra e2o and Mahindra-
Renault Verito
Mahindra owns many assembly plants and manufacturing plants. Its assembly plants are
located in China, India, Brazil and United Kingdom. It has a global presence and its
products are sent to countries like Italy, China, South Africa, USA and UK. It has proved
its capabilities by sending strong messages. To test the markets of China it sent tractors to
one single province and managed to sell them at 20% higher price than its local rival
because of its shrewd business sense and the superior quality of the products. This is how
it captured located in Bangalore, Chakan and Nasik in Maharashtra, Haridwar in
Uttarakhand.
Its manufacturing facilities are distributed and spread over a large area of 500,000sq.meters.
The company’s infrastructure includes 30 offices for sales, 500 dealers, 600 stock points,
500 service points and all these are connected by an all-encompassing IT structure. It has
opened various showrooms all over the country that have experienced and qualified
salesperson with a distinctive market knowledge. The offices are well-furnished and spare
parts, equipment, services are available to the customers at one go.
The pricing policy of Mahindra and Mahindra is dependent upon various factors that
determine the sales price of the vehicles. The costs incurred at every stage includes
manufacturing to assembling the parts and making them a whole product and the costs to
reach the product to the consumer. The company has infiltrated in every corner of the
country with products that are reasonably priced and show quality.

The company follows the policy of both the premium pricing and the flexible pricing to
grasp the maximum consumer value. The rates of all its products are very competitive, as
it has taken a lot of market research as well as the cost factors and the competitor’s rates to

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arrive at a particular sales price. In order to cater to the whims of every section of the masses
they have launched products with different prices that are suitable for different sections.
These noticeable changes are consciously taken decisions with appropriate prices to
balance their portfolio and garner more customers.

Mahindra & Mahindra has targeted different market segments with different vehicles.

Table 3.1: Personal vehicles segment of M&M

PRODUCTS BASE PRICE RANGE
Mahindra KUV 100NXT RS 4.39 lakhs RS 7.43 lakhs
Mahindra Thar Rs 6.47 lakhs Rs 9.11 lakhs
Mahindra Verito Vibe Rs 6.58 lakhs Rs 7.5lakhs
Mahindra Bolero Rs 6.68lakhs Rs 8.98lakhs
Mahindra Tuv 300 Rs 7.76 lakhs Rs 10.73 lakhs
Mahindra Nuvo Sports Rs 7.77 lakhs Rs10.26 lakh

Mahindra Xylo Rs 9.03 lakhs Rs 11.82 lakhs

Mahindra Scorpio Rs 9.34 lakhs Rs 16.1 lakhs
Mahindra XUV 500 Rs 12.78 lakhs Rs 18.89 lakhs
Mahindra Retxon G4 Rs 20 lakhs Rs 24 lakhs

Table 3.2: Mahindra & Mahindra electric segments cars

PRODUCTS BASE PRICE RANGE
Mahindra e2o Plus Electric Rs 7.57 lakhs Rs 11.17 lakhs
Mahindra e2o NXT Rs 6.5 lakhs Rs 7.5 lakhs
Mahindra E Verito Rs 9.5 lakhs Rs 10.0 lakhs
Mahindra E KUV100 Rs 10 lakhs Rs 12 lakh

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Table 3.3: Commercial vehicle segment of Mahindra & Mahindra
PRODUCTS BASE PRICE RANGE
Mahindra Bolero Maxi Truck plus Rs 5.08Lakhs Rs 6.00 lakhs
Mahindra Bolero Camper Rs 6.15 Lakhs Rs 6.75 Lakhs
Mahindra Imperio Rs 6.75 Lakhs Rs 7.25 Lakhs
Mahindra Maxi Truck Rs 4.4 Lakhs Rs 5.00 Lakhs
Mahindra Alfa plus 3-wheeler Rs 1.74 Lakhs Rs 2.00 Lakhs
Mahindra Alfa Passenger Rs 1.52 Lakhs Rs 1.80 lakhs
Mahindra Blazo 25 Truck RS 20, 76,600 Rs 31, 43,000
Mahindra Blazo Tripper Truck Rs 29, 83,000 Rs 30, 80, 30

Mahindra and Mahindra have taken various steps in order to promote their vehicles
throughout the world. It has decided to use the visual media and the print media fully so
that the people become aware of its potential and products. Advertisements featuring
attractive models with its products have been handled gracefully so that Mahindra and
Mahindra becomes a household name.

In 2011, Mahindra launched Kareena kapoor Khan, the famous actor, as its brand
ambassador for Mahindra two wheeler’s advertisements where she asks the consumers to
buy a two-wheeler as INR 1500 of petrol was being supplied free with it. This highly
entertaining and engaging campaign shows a peppy and charming Kareena enjoying her
ride. Advertisements have been placed in newspapers and various magazines as well as
television and internet.

Under additional activities for sales promotion, it has organized exhibition where
catalogues are distributed and contests are held. The company has also implemented
different programs where they have rewarded the best talent in the industry in terms of cash
and job offers. These have also proved to be a good promotional and beneficial move.

India is one of the fastest growing markets for the automobile industry and the company
Mahindra and Mahindra is one such automobile company that has revolutionized the

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markets. Mahindra puts out content that is valuable or entertaining to people anywhere in
the globe and in doing so Mahindra has attracted a global audience.

Mahindra and Mahindra have taken various steps in order to promote their vehicles
throughout the world. It has decided to use the visual media, social media and the print
media fully so that the people become aware of its potential and products.

1) Social media:
Marketing on social networking sites is rapidly becoming a popular way to showcase
products and services, receive up to date customer feedback and stay abreast of latest trends.
Mahindra is connected with social networking sites to reach out to current and future
customers. It provides a new way to engage with customers, promote products, and
analyzes customer opinion & market trends and much more. Mahindra connects with
leading social networking sites like Facebook, Twitter, LinkedIn, YouTube and Google+.

a) Facebook:
Mahindra Facebook page has more than 807K fans. Mahindra uses Facebook as a platform
where their fans can connect with them for open discussions to share their stories, ideas,
suggestions, or comments. Through Facebook, Mahindra directly and actively connects
with its fans.

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b) Twitter:
Mahindra’s Twitter feed is an engaging mix of business and pleasure, and of broadcasting
and engagement. Mahindra Twitter page has more than 67.2K follower

CEO Anand Mahindra’s Twitter page: Anand Mahindra the auto tycoon topping an
international list of the top 5 non-tech CEOs who are highly active on the social media
platform Twitter. He has over 2.91M Twitter followers and is influential in the twitter
universe because of his wide variety of views on Twitter. His twitter handle is
@anandmahindra.

He posts not just about the developments and events in his company, but also posts
inspirational quotes, about films and politics. He has managed to attract the attention of so

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many followers both in India and abroad with his entertaining tweets that are also valuable
to people.

c) Google plus:
Google plus has become an important means of interactions in which people create, share,
exchange and comment contents. Also, it connects the organization to customers directly
for communication. Mahindra Google plus page has more than 32K followers.

d) YouTube:
Mahindra has 2,418 people subscribing to its YouTube Channel and has 2,968,650 views.
Mahindra uses marketing videos in addition to informational videos to provide information
and make connections with their followers and viewers.

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2) TV Commercial:
TVC is increasingly becoming the preferred medium of communication in the hyper-
connected world today. Advertisements featuring attractive models and actors with its
products have been handled gracefully so that Mahindra and Mahindra becomes a
household name.

In 2015, Mahindra launched Prabhas, the famous actor, as its brand ambassador for
Mahindra. Mahindra TUV300 TV Ad – Tough is what tough does!

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Mahindra KUV100 TV Ad | The Young SUV with Varun Dhawan

Mahindra SCORPIO TV AD BY SYLVESTER STALLONE

Current scenario of Mahindra over various Social Media Platforms

• Facebook fan following: 807K
• Twitter followers: 67.2K
• LinkedIn followers: 82K

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• YouTube subscribers: 2,418K
• Google+ followers: 32K

3.2 Competitors Analysis

Mahindra & Mahindra

Parent Company Mahindra
Category Sedans, SUV’s, Two-wheelers

Sector Automobiles

Tagline/ Slogan Rise; Every 2 minutes a Mahindra is born

USP Mahindra SUV’s have a stronghold in the Indian commercial taxi

market which have good performance o tough terrains

SWOT Analysis
Strengths  Mahindra has been one of the strongest brands in the Indian
automobile market
 Mahindra group give employment to over 110,000 employees
 Excellent branding and advertising, and low after sales service
cost

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  Sturdy SUV’s good for Indian roads and off-road terrain
Weaknesses  Mahindra’s partnership with Renault did not live up to
international quality standards through their brand Logan
Opportunities  Developing hybrid cars and fuel efficient cars for the future
 Tapping emerging markets across the world and building a global
brand
 Fast growing automobile market
 Growing in the market through electric car Reva (controlling
stake) and entry into two-wheeler segments
Threats  Government policies for the automobile sector across the world
 Ever increasing fuel prices
 Intense competition from global automobile brands
 Substitute modes of public transport like buses, metro trains etc

From the above table, it is found that the strengths, weakness, opportunities, threats of
Mahindra & Mahindra. The biggest strength of M&M is low maintenance rate in compare
to others companies. Mahindra has strongly held the market of SUVs model. Mahindra
group give employment to over 110,000 employees. The weakness of the M&M is
Mahindra’s partnership with Renault did not live up to international quality standards
through their brand Logan. They have the main problem is that they are not bringing the
new models only bring the facelift model. The opportunities of M&M are developing
hybrid cars and fuel efficient cars for the future. The fast growing automobile market.
Mahindra is now entering in the two wheeler sectors. The main threat of the company is
that they face a huge competition in the market. Now-a-days the price of fuel is increasing
day by day and Government policies for the automobile.

TATA MOTORS
Parent Company Tata Group

Category SUV, Hatchback, Sedan

Sector Automobiles

Tagline/ Slogan Inspired by people

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USP Tata Motors is one of the oldest and trusted brand with extensive
distribution and strong market penetration in India

SWOT Analysis

Strengths  Tata Motors is one of the most established company in

automobile sector in India
 Tata Motors has a wide & extensive distribution and service
network
 Good market penetration in the taxi & rental segment
 Expert service professionals available
 Many associations like Jaguar Land Rover, Hispanso, Macropolo
etc increases Tata Motors' international presence
 Dedicated engineering and R&D department
 More than 70,000 employees are present with Tata Motors
 Highly diversified product portfolio
 Strong brand legacy owing to parent brand Tata
Weaknesses  Limited international presence as compared to international car
manufacturers
 Controversies like Singur plant for Nano etc hurt Tata Motors
Opportunities  Expanding automobile market can be a boon for Tata Motors
 Increasing per capita income and purchasing capability of
potential customer base
 Leveraging customer engagement experience to acquire new
customers can be done by Tata Motors
 Leveraging mergers and acquisitions to acquire newer technology
 Tata Motors can boost business by augmenting the distribution
and service network in various
Threats  Increasing fuel costs
 Competition from other big automobile giants means reduced
market share for Tata Motors
 Competitive products offering same level features at a lesser price

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  Product innovations and frugal engineering by competitors

The above table shows the strengths, weakness, opportunities, threats of Tata Motors. The
biggest strength of Tata Motors has a wide & extensive distribution and service network. It
is one of the oldest and established companies in India. Many associations like Jaguar Land
Rover, Hispanso, and Macropolo etc increase Tata Motors' international presence. It has a
strong brand legacy. Tata motors have more than 70,000 employees at present with Tata
Company. The weakness of Tata Motors is that limited international presence as compared
to international car manufacturers. There are so many opportunities like expanding
automobile market can be a boon for Tata Motors. Increasing per capita income and
purchasing capability of potential customer base. Leveraging customer engagement
experience to acquire new customers can be done by Tata Motors. The main threat of the
company increasing fuel costs. Competition from other big automobile giants means
reduced market share for Tata Motors. Competitive products offering same level features
at a lesser price.

MARUTI SUZUKI

Parent Company Suzuki Motor Corporation

Category Sedans, Hatchbacks, SUV’s

Sector Automobiles
Tagline/ Slogan Way of life; Count on us

SWOT Analysis
Strengths  Maruti Suzuki is the largest passenger car company in India,
accounting for around 45% market share
 Over 12,000 people are employed with Maruti
 Good advertising, product portfolio, self-competing brands
 Largest distribution network of dealers and after sales service
centres

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  Strong brand value and strong presence in the second hand car
market
 Having different revenue streams like Maruti finance, Maruti
Insurance and Maruti driving schools
 Over 700,000 units sold in India annually including 50,000
exports
Weaknesses  Inability to penetrate into the international market
 Employee management, strikes, worker wage problems have
affected Maruti's brand image in the past
Opportunities  Developing hybrid cars and fuel efficient cars for the future can
be an opportunity for Maruti Suzuki
 Maruti can target tapping emerging markets across the world and
building a global brand
 Fast growing automobile market and increased purchasing power
Threats  Government policies for the automobile sector across the world
 Ever increasing fuel prices
 Intense competition from global automobile brands and cheaper
brands can hurt Maruti Suzuki's business
 Substitute modes of public transport like buses, metro trains etc

The above table shows the strength, weakness, opportunities and threats of the Maruti
Suzuki. The biggest strength of the company is Maruti Suzuki is the largest passenger car
company in India, accounting for around 45% market share. Over 12,000 people are
employed with Maruti. Good advertising, product portfolio, self-competing brands. Largest
distribution network of dealers and after sales service centres. Strong brand value and
strong presence in the second hand car market. Having different revenue streams like
Maruti finance, Maruti Insurance and Maruti driving schools. Over 700,000 units sold in
India annually including 50,000 exports. Maruti Suzuki launched NEXA showrooms to
cater to its premium cars market. The weakness is inability to penetrate into the
international market. Employee management, strikes, worker wage problems have
affected Maruti's brand image in the past. The opportunities developing hybrid cars and
fuel efficient cars for the future can be an opportunity for Maruti Suzuki. Maruti can target

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tapping emerging markets across the world and building a global brand. The threat for this
company is government policies for the automobile sector across the world. Now days, the
fuel price is rising. Intense competition is rising in automobile industry due to new
companies.

HYNDAI MOTORS

Parent Company Hyundai Motors Company

Category Sedans, Hatchbacks, SUV’s

Sector Automobiles

Tagline/ Slogan New Thinking, New Possibilities

SWOT ANALYSIS

Strengths  Excellence in vehicle safety and design proven by many award.

 The 6th highest automobile brand reputation in the world.
 Effective research and development spending resulting in new
innovative cars.
 Low cast to drive and durable cars.
 Strong presence in China market.
Weaknesses  Poor brand portfolio, leading to fewer sales.
 Low presence in the strongest U.S. vehicle market and no presence
in Japan Vehicle market.
Opportunities  Improve U.S. economy.
 Timing and frequency of new model release.
 Fast growing automobile market and increased purchasing power
Threats  Increase competition
 Ever increasing fuel prices
 Substitute modes of public transport like buses, metro trains etc

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The above table shows the strength, weakness, opportunities and threats of Hyundai Motors
Company. The strength of the company is excellence in vehicle safety and design proven
by many award. It is the 6th highest automobile brand reputation in the world. Effective
research and development spending is resulting in new innovative cars. It has Low cast to
drive and durable cars. Hyundai has strong presence in China market also. The main
weakness of Hyundai is poor brand portfolio leading to fewer sales. Hyundai has low
presence in the U.S. vehicle market and no presence in Japan Vehicle market. The threat
for Hyundai is increasing in competition and increasing in price.

STP

M&M TATA MARUTI HYUNDAI

MOTORS SUZUKI MOTORS
SEGMENT Complete Hatchback, Complete Complete
automobile
automobile sedan & SUV automobile
segment
segment segment segment including
hatchbacks,
including sedans including sedans
sedans & SUVs.
& SUV’s & SUV’s
TARGET Young Targeted
GROUP
Indian urban and Young
executives from
executives from towards upper semi-urban the upper-
the upper-middle middle class middle class and middle income
bracket.
income bracket customers. upper middle
class.

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 POSITIONING A brand which Tata Motors is Hyundai gives
Maruti is India’s
luxury price is a
promotes new positioned as a No.1 automobile globally
thinking, accepts leader in brand with recognized and
accepted brand.
no limits and automobile strong legacy.
drives positive market
change inculcating
innovative
technologies to
deliver value to
customers

The above table shows the segments, target group and positioning of India’s top four car
manufacturer. Each company have their own segments, targets and positioning. Mahindra
automobile segmented in sedan and SUVs. Their targeted groups are middle and upper
middle class and also the young generation. Their positioning is that brand which promotes
new thinking, accepts no limits and drives positive change. Tata motors segmented in
hatchback, sedan & SUV segments. Their targeted groups are upper middle class
customers. Their positioning is that as a leader in automobile market inculcating innovative
technologies to deliver value to customers. Maruti Suzuki segmented in complete
automobile segment including sedans & SUV’s. Their targeted groups are Indian urban and
semi-urban middle class and upper middle class. Their positioning is that Maruti is India’s
No.1 automobile brand with strong legacy. Hyundai motors segmented in complete
automobile segment including hatchbacks, sedans & SUVs. Their targeted groups are
Young executives from the upper- middle income bracket. Their positioning is that
Hyundai gives luxury price is a globally recognized and accepted brand.

Here is the graph of sales of Automobiles in the year 2015-16:

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From this graph we know that Maruti Suzuki sales the most number of cars in 2015-16 as
compared to other companies. Maruti Suzuki sales 1, 10,405 units in 2015 and 1, 25,764
units in 2016 and stay in the leading companies in India due to its 24*7 services and low
price. In second position the Korean company Hyundai Motors sales 36,503 units in 2015
and 41,201 units in 2016. In third position we have M&M sales 14,456 units in 2015 and
in 17,356 units in 2016 due to its new vehicle and new features. Tata motors sales 12,652
units in 2015 and 15,756 in 2016.

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The graph of sales of Automobiles in the year 2016-17:

From this graph we know that Maruti Suzuki sales the most number of cars in 2016-17 as
compared to other companies. Maruti Suzuki sales 1, 20,599 units in 2017and stay in the
leading companies in India due to its 24*7 services and low price. In second position the
Korean company Hyundai Motors sales 42,327 units in 2017. In third position we have
M&M sales 24,605 units in 2017 due to its new vehicle and new features. Tata motors sales
13,957 units in 2017. Tata Motors sales decreases because of its competitors. The common
competitor of Tata Motors is Mahindra Automobiles.

Maruti Suzuki Leads from the front with a massive market shares of over 49% followed by
Hyundai Motor India and Mahindra & Mahindra. Car sales in India (domestic sales) has
crossed 3 million sales milestone for the first time in a single year 2017 as the car makers
in India sold a total of 21,29,109 units in Indian domestic market report growth of 8.85%
over sales in 2016. Strong demand of SUVs in UV spaces attracted the most growth in the
passenger vehicles segments. Overall in 2017, over 21.68 lakhs cars were sold at a growth
of 5.13% and sales of utility vehicles (UVs) registered sales over 8.70 lakhs units at a
massive growth of 20.09% in 2017. Cars manufacturer in India has sold over 20.62 lakhs
cars and 7.24 lakhs UVs in 2016.

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Figure: Market share

COMPANIES MARKET SHARES

Maruti Suzuki 49.6%
Hyundai Motors India 12.33%
Mahindra & Mahindra 7.5%
TATA Motors 5.91%
Honda Cars 5.53%
Toyota Kirloskar 4.32%
Renault India 3.48%
Others (Skoda, Nissan, Volkswagen India, FCA, GM India, Force 5.49%
Motors)

India’s largest automakers Maruti Suzuki continues to dominate in India with massive
market shares of 49.6% in the passenger vehicles spaces. Maruti Suzuki India sold a total
of over 1.60 million vehicles in India. In the ongoing financial year the company is growing
at almost 15% with exports almost similar to that in FY 2016-17. India’s second largest
automaker is Korean’s Hyundai Motors India that crossed 5 lakhs sales mark for the second
time in a row. The company reported total sales of over 5.27 lakhs units and its plants in
Chennai are working at full capacity to meet the growing domestic and exports demands.

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 RANKS COMPANY JAN-17 FEB-17 MAR-17 APRIL-DEC 17 TOTAL
1 Maruti Suzuki 133768 120599 127695 1220460 1602522
2 Hyundai India 42017 42327 44757 398219 527320
3 Mahindra & 20069 20605 25352 176312 242365
Mahindra
4 Tata Motors 14721 13975 17093 145336 191107
5 Honda cars 15592 14249 18950 129964 178755

India automobiles giants Mahindra and TATA Motors stand at third and fourth place
respectively. While Mahindra it was a year of consolidation and we only saw new facelifts
and variants coming in Tata Motors launched new vehicles in the form of Tata Hexa, Tata
Tiago, and Tata Nexon. Both the companies also won the tender to supply government with
electric cars in 2017. Mahindra sold total of over 2.47 lakhs cars in India while Tata Motors
domestic sales stood at 1.91 lakhs units. Mahindra has market shares of 7.5% in India while
Tata Motors shares gone up to 5.91%.

3.3 Future Plans of Mahindra & Mahindra

Mahindra’s entire range of electric vehicles, the widest ever displayed, as well as mobility
solutions and concepts from three wheelers to buses. This included the a stylish 2 seater
electric pod concept, a new age urban mobility solution for emerging India; the Treo, a
cutting-edge Lithium-ion battery powered electric three-wheeler; the e2o NXT, a refreshed
version of the e2oPlus hatchback; the eKUV100, India’s first electric mini SUV; and the e-
Cosmo, the company’s new electric bus.

Apart from its widest range in electric vehicles, Mahindra shows its futuristic range of
products. This included SsangYong Motor’s new G4 Rexton, the global SUV with
Mahindra badging, which will be launched in India with an all new brand name; the TUV
Stinger, the first Indian convertible SUV that personifies Mahindra’s “Live Young Live
Free” spirit. Staying true to the ‘3Cs’ philosophy and Mahindra’s promise to deliver utmost
customer convenience, the ‘Dealership of the Future’, in collaboration with Pininfarina is
an industry-defining concept.

UDO – The UDO is a compact two-seater Concept Electric mobility pod which has been
conceptualized to address the issues that plague urban mobility, including traffic congestion
and pollution. The UDO is targeted at the tech savvy urban citizen and offers an enclosed

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architecture with micro climate control, lighting, touch-screen infotainment and blue-tooth
enabled audio systems, insulating the urban commuter from the harshness of the urban
environment. . Moreover, the battery recharges as you pedal, thereby extending the UDO’s
range in an environment-friendly manner. Its unique ‘tadpole’ construction also eliminates
the need to balance the vehicle with one’s cycle.

ATOM – A futuristic and new age urban mobility concept for a smart India, ATOM is
a unique object of mobility designed to cater to varied passenger needs with the perfect
blend of ‘Convenience, Comfort and Intelligence’.. It aims to reimaging last-mile
connectivity, thereby changing the face of public transportation, while its minimalist design
philosophy allows it to retain a compact footprint without compromising on interior space.
It is powered by Mahindra’s new electric Powertrain which features batteries that can be
swapped to extend the vehicle’s range, allowing it to operate uninterrupted for long hours.

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E-KUV100 – As India’s first electric SUV, the e-KUV100 heralds a new generation of
EVs. Staying true to Mahindra’s lineage of Sports Utility Vehicles, the e-KUV100
combines the benefits of an SUV with the unique advantage of an electric vehicle. At the
core of this eco-friendly vehicle lays a city-friendly motor. It boasts a range of over 140
km, and optional fast charging which can extend its range by 80% in less than an hour. Its
unique SUV design coupled with a compact footprint means it can go anywhere, while its
silent drive coupled with auto transmission offers a relaxing and fatigue-free drive in
chaotic city traffic. The future is not only electric but also connected. The e-KUV100, thus,
boasts smart phone connectivity, remote diagnostics, cabin pre-cooling, location tracking
and it even monitors your driving pattern and battery status. As the SUV of the future, the
e-KUV100 is nothing short of an object of desire!

Treo - Mahindra’s first low maintenance Li-thium ion battery powered three-
wheeler is aptly named Treo. This vehicle aims to promote mass adoption of electric
vehicles in the country. The Treo will facilitate last mile movement and connectivity in tier
1 as well as tier 2 and 3 cities.

e2o NXT – The e2o NXT is a refreshed version of the e2oPlus and boasts of a modified
exterior and interior as well as a larger infotainment system.

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e-COSMO Electric Bus – With innovation and technology as a core theme, Mahindra has
designed and developed its first electric bus, the e-COSMO in India. At the heart of this
electric vehicle is the efficient “state-of-the-art” direct drive motor developed in partnership
with TM4, Canada, one of the most renowned players in the global EV eco system. This
zero-emission bus has the highly reliable electric power train system, battery packaging
with sophisticated BMS (Battery Management System), regenerative braking system and
many more custom made solutions.The electric bus is designed in such a way that it
provides comfort to the driver and passengers and also ensures less cost of ownership.
Mahindra electric buses offer a variety of seating options in various configurations,
ensuring maximum usage.

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Mahindra has been a true pioneer in the Electric Vehicles space, leading transformation
with its EV range comprising the e2o, e2oPlus, e-Verito and e-Supro. This is a
transformation that begins right at the heart of the automobile with the shift from
conventional fossil fuels to electric. Together, the e2o and e2oPlus electric cars have
contributed to a saving of 25, 00,000 kg of carbon dioxide emissions into the environment
which is the equivalent of planting 2, 50,000 new trees. These mark the beginning of a
greener future for India and announce the arrival of an Electric Mobility revolution.

e2oPlus - An all-electric flagship hatchback from the Mahindra Electric stable which is an
environment friendly car and boasts of a host of technologically is having advanced features
in addition to being emission-free. It is the perfect family car for intra-city use and is an
embodiment of green and cost-effective vehicle technology.

e-Verito – An all-electric, zero emission sedan, it features an innovative combination of

advancements in automotive, electronics and information technology paired with minimal
running costs and zero tailpipe emissions. This is the perfect solution for executive
movement within the city.

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e-Supro – India’s first zero emission, all-electric range of cargo and passenger vans, the e-
Supro ushered in a whole new concept in cargo transportation and people movement. The
platform caters mainly to the B2B segment. Owing to its suitability for last-mile
connectivity, the e-Supro platform is ideally suited for deployment in e-commerce and last-
mile connectivity inside the city.

*SsangYong’s G4 Rexton now with Mahindra Badging

Mahindra displayed the SsangYoung G4 Rexton with Mahindra badging, to enhance its
legacy in the premium SUV segment. This will be launched with an all new brand name in
India.
The Rexton comes with a 7-speed Mercedes-Benz TM automatic transmission and its new
2.2L engine delivers 178bhp power and 420NM torque. Its impressive equipment list boasts

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of HID headlamps, LED DRLs, electric sunroof, dual zone automatic climate control,
ventilated seats, 8” touch screen infotainment system with GPS navigation, 9 airbags,
electric parking brake and much more. The Rexton’s cabin also exudes top-class quality.
The soft-feel plastics and premium cognac brown leather used all around the cabin offer a
rich, optimum experience.

Mahindra’s Personal Range of Vehicles

Mahindra is the pioneer of SUVs in India with vehicles that embody capability,
adventure, authenticity, reliability and freedom.
TUV Stinger – Unlimited Possibilities
The new TUV Stinger concept is the first Indian convertible SUV that seamlessly
marries the capability of an SUV with the stylishness of a convertible, exuding
Mahindra’s “Live Young Live Free” spirit. The TUV Stinger is aimed at young active
lifestyle seekers and urban explorers and epitomizes the ‘Be Free to Be Me ‘principle for
free spirited individuals.

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Powered by an engine from Mahindra’s iconic mHawk family, the TUV Stinger delivers
140 BHP and 320 Nm of torque. Designed as an urbane, rugged vehicle, the TUV Stinger
radiates confidence and assurance, with the promise of safety and reliability. The big logo
appliqué in the front is inspired by a bird in flight and symbolises the true spirit of freedom.
The beast’s muscular wheel arches and robust body cladding exude a macho appeal. It’s
simple yet distinctive lighting signature is inspired by the scorpion, while the stylish LED
head lamps and tail lamps add to the vehicle’s contemporary appeal.

*The New Age XUV500 (W10 AWD AT Version)

Since its launch in September 2011, the XUV500 has been a head-turner. With its cheetah
inspired exterior styling, plush and premium interiors, hi-tech features, exhilarating
performance and best-in-class safety, the XUV500 has been a trendsetter.
The New Age XUV500 Automatic takes the driving experience to a whole new level.
Driving in the city is now a breeze as is tackling challenging terrain. It is the only SUV in
its class to offer a second generation 6-speed automatic transmission with AWD as an
option, while it’s world-class; fully-automatic gearbox enables dynamic gearshifts that are
smooth and barely perceptible. The New Age XUV500 also boasts of a plethora of industry-
first technological features, introducing a whole new dimension of convenience to the in-
cabin entertainment experience. The advanced features include Android Auto, Emergency
calling Connected Apps and Ecosense. The XUV500 is the perfect fit for the evolving needs
of today’s tech savvy consume

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 r.

KUV100 NXT in new Glamorous Gold (K8 Petrol)

The new KUV100 NXT was displayed in a new dual tone Glamorous Gold hue at the Auto
Expo 2018. Launched in January 2016, the KUV100 created a new SUV segment at the Rs.
4.5 – Rs. 7.5 lakh price point. The new KUV100 NXT is now set to redefine the category
yet again.

This stylish vehicle boasts of a new, bolder SUV design, including a macho front grille
with chrome inserts, a more muscular dual-tone front and rear bumpers with silver skid
plates. New sunglass inspired dual-chamber headlamps and bigger 38.1 cm (15”) diamond
cut two tone alloys only add to its new-age appeal. The KUV100 NXT offers premium
interiors and is packed with more hi-tech features, such as the 17.8 cm (7”) touch-screen
infotainment system with GPS navigation, a driver information system with voice alerts,
Mahindra BLUE SENSE® Technology and an electronic temperature control panel.

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Scorpio (S11 4*4 Version)

The new avatar of the iconic Scorpio is more powerful, stylish, high-tech, luxurious and
refined than ever before. It now offers greater power and torque, new 6-speed transmission,
enhanced performance, imposing styling and plush luxury. The Scorpio is powered by the
mighty mHawk engine which has been enhanced to deliver 140 bhp and 320 Nm torque.
The Scorpio’s tough chassis-based SUV-build makes it safer than cars and gives it
significantly better rough road and off-road capabilities. Safety remains a priority with
features like dual front airbags, an anti-lock braking system (ABS), collapsible steering
column, side intrusion beams, panic-brake indication and engine immobilizer.

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Mahindra Truck and Bus Division

Mahindra Truck and Bus Division (MTBD), has been making rapid strides in its segment.
From being a fledgling player a few years ago, MTBD is now a formidable contender,
having reached the No. 3 position in certain segments with a No. 4 position in the Indian
HCV industry. The impending launch of its Intermediate Commercial Vehicles (ICVs) in
the upcoming financial year will further cement its reputation as a full range commercial
vehicle player.

The success of the BLAZO series of trucks which was launched at the 2016 Auto Expo has
been phenomenal. Today, there are nearly 10,000 BLAZOs on-road, a number that is
growing by the day! This success can be attributed to many industry first initiatives such
as Mileage Guarantee, prompt service and guaranteed availability of parts from Parts plazas
and dealerships. In addition, its proposition of guaranteed customer experience – ‘Har
Cheez Guarantee ke Saath’, has set a new benchmark for superior products and after sales
support.

On display at the Auto Expo 2018 was the new BLAZO series, including the most
technologically advanced Smart Truck, with features such as Fuel Smart, smart SCR BSIV
technology, future ready (BSVI ready) engine, several new technology offerings and most
importantly, the unique mileage guarantee.

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 ● Blazo 49 Smart Truck BSIV – with future truck technologies, is a unique concept
truck that will offer a high payload in its category with guaranteed best in-class fuel
efficiency, rugged aggregates and next generation features such as tubeless tyres
with alloy wheels, reverse camera, also lock and drowsiness sensors.

Blazo 37 Pusher Axle BSIV – This expands MTBD’s 37T portfolio. While it is designed
keeping in mind the need of applications such as tippler and haulage tipper, it also caters to
all other applications. It offers the highest payload in the rigid trucks category with
guaranteed best fuel efficiency and a combination of 6 Speed driver friendly gear box,
rugged aggregates and superior features.

Blazo 25 Tipper BSIV – The BLAZO 25 Tipper is equipped with the first of its kind Fuel
Smart Technology which ensures optimal performance in a wide range of construction or
mining based operations. The company displayed the BLAZO 25 Tipper with AC and Rock
Body suitable for shallow mining operations at the Auto Expo.

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 CHAPTER – IV

4.1 Findings

● Maruti Suzuki is the top most selling car company in India. Due to its 24*7 service
availability and low cost price.
● Marketing strategies helps Mahindra automobiles to increase its sales. After 2015
the sales of Mahindra Automobiles increases and its comes to 3rd position in market.
● The future plans of Mahindra Automobiles are based on 3Cs clean, connected and
convenient. Mahindra Launching new electric cars. It will help Mahindra to
strengthen its market stand in India.
● Recently Mahindra Launches its cars in F1 racing and in the first three seasons of
F1 it stands in first position.
● Though the company has been doing well in most of the segments, but lacks in the
sedan segment which need to be improved. This is due to Mahindra had never
launched sedan cars before as it was newly launches the issues have arrised.
● The competitor of Mahindra Automobiles is Tata Motors which has a great
competition in the SUVs car segments.

4.2 Recommendation

Despite sales being in the slow lane, there is optimism about the auto sector all around. The
Indian automobiles sector has come a long way from being dominated by one state held
company to host of brand and variants, including foreign ones. Among those companies
that have managed to carve out niche for themselves in Mahindra & Mahindra, we had
recommended to improve commercial vehicle, new cars should introduced with new
features .Optimum about the future prospects of the company, thanks to the robust growth
in sales volume owing to the success of its new launches, has catapulted the stock to newer
height. Since recommendation, the stock has yielded a return of 21.88%.
Recommendation was based on the consistently strong past performance of the company,
the bright prospective in which it operate including Utility Vehicle, Light Commercial
Vehicle and Pickup truck, and the value unlocking potential of its subsidiaries. While it
was predominantly known to be a manufacturer of tractor, it hasn’t been seeing much
traction in the sales of tractor, it hasn’t been seeing much traction in the sales of tractors, it
hasn’t been seeing much traction in the sales of tractors and Medium and Heavy
Commercial Vehicle due to subdued macroeconomic trends over the recent past. However,

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we expect these segments to pick up with an improvement in the macro trends and to
eventually add to the performance of the company. Moreover, for now, this drop in demand
is being offset by the other segment in which the company is growing by leaps and bounds.
The automobile industry as a whole had been facing pressure and was expecting the festive
season to reserve the sales trend in its favour. M & M’s sales figures for September to
October 2017 have been study, with the growth of 9.53 % and 28.75% respectively. We
expect a good set of number to be posted for the quarter ending December 2017 well.
M&M is heard to be bidding for 50% stake in British Luxury car maker Astron Martin. If
it does succeed, Astron Martin would significantly strengthen M&M position in term of
geographical presence, products portfolio and R&D. The company is fully equipped to find
this acquisition without having to leverage itself extensively.

4.3 Conclusion

Automobile market today is very dynamic & competitive with the range of player and
products. There are many reasons for impressive growth of the Indian passenger car
industry. Some of these are easy availability of vehicle finance, attractive rate of interest
and convenient instalments. In today’s cutthroat competition it is very difficult to survive.
Stiff competition has forced manufacturer to be innovative and responsive to customer
demands and needs. Mahindra & Mahindra Automobiles India is the third largest company
in Indian Automobiles sector which occupies prominent places due to its innovative
strategies marketing, promotional, Brand positioning, advertising strategies. In today’s
scenario the success of company lies in structuring and restructuring the marketing
strategies and continuous innovation of product and services.

Annexure

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 COMPANY PROFILE

Mahindra and Mahindra Limited (M&M) is an Indian multinational car

company corporation headquartered in Mumbai, Maharashtra, India. It is one of the largest
vehicle manufacturers by production in India and the largest manufacturer of tractors in the
world. It is a part of Mahindra group, an Indian conglomerate.
It was ranked 21st on a list of top companies in India by Fortune India 500 in 2011.
Its major competitors in the Indian market include Maruti Suzuki, Tata Motors, Ashok
Leyland and others.
Mahindra & Mahindra was set up as a steel trading company in 1945 in Ludhiana as
Mahindra & Mohammed by K.C. Mahindra and J.C. Mahindra and Malik Gulam
Mohammed. After India gained independence and Pakistan was formed, Mohammed
immigrated to Pakistan where he became that country's first Finance Minister. The
company changed its name to Mahindra & Mahindra in 1948. It eventually saw a business
opportunity in expanding into manufacturing and selling larger MUVs, starting with the
assembly under licence of the Willys Jeeps in India. Soon established as the Jeep
manufacturers of India, the company later commenced manufacturing light commercial
vehicles (LCVs) and agricultural tractors.
Over the past few years, the company has taken interest in new industries and in foreign
markets. They entered the two-wheeler industry by taking over Kinetic Motors in India.
M&M also has a controlling stake in the REVA Electric Cars Company and acquired
South Korea's Ssang Wong Motors Company in 2011. In 2010–11 M&M entered in
micro drip irrigation with the takeover of EPC Industries Ltd in Nashik.
In October 2014, Mahindra and Mahindra acquired a 51% controlling stake in the Peugeot
motorcycle.

In December 2015, Mahindra and Mahindra Ltd and affiliate Tech Mahindra Ltd, through
a special purpose vehicle (SPV), have agreed to buy a 76.06% stake in Italian car designer
Pininfarina SpA, for €25.3 million (around Rs.186.7 crore).
In 2015, Mahindra & Mahindra was recognized as the Best Company for CSR in India in
a study by the Economic Times. In 2014, Mahindra featured on the Forbes Global 2000, a
comprehensive listing of the world’s largest, most powerful public companies, as measured
by revenue, profit, assets and market value. The Mahindra Group also received the

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Financial Times ‘Boldness in Business’ Award in the ‘Emerging Markets’ category in
2013.
Today, the Mahindra Group is a US $16.9 billion federation of companies and one of
India’s top 10 business houses with more than 2, 00,000 employees in over 100 countries
across the globe. Mahindra has evolved into a socially and environmentally responsible
group with a leading presence in each sector in which it is present.

Mahindra is present across the automotive spectrum – two-wheelers, three-wheelers, and

commercial vehicles, SUVs, MPVs to sedans, tractors, power boats and aircraft. In
addition, the Group’s diversified nature of business spans many frontiers – automotive
components, financial services, IT, retail, real estate, hospitality, logistics, after-market,
clean energy and more.
In January 2017, Mahindra and Mahindra Ltd (M&M) acquired a 75.1 equity stake in
Hisarlar Makina Sanayi ve Ticaret Anonim Şirketi (Hisarlar), a farm equipment company,
marking its entry into Turkey.

In September 2017 Mahindra and Mahindra Ltd said it has acquired Erkunt Traktor Sanayii
AS, a Turkish tractor maker and its foundry business for Rs800 crore.

Mahindra & Mahindra, brands its products as “Mahindra”, produces SUVs, salon cars,
pickups, commercial vehicles, and two wheeled motorcycles and tractors. Its owns
assembly plants in India, Mainland China, the United Kingdom, and has three assembly
plants in the United States.

M&M has a global presence and its products are exported to several countries. Its global
subsidiaries include Mahindra Europe S.r.l. based in Italy, Mahindra USA Inc., Mahindra
South Africa and Mahindra (China) tractor Co. Ltd.

Mahindra began assembling the Jeep CJ3 in 1954, and light commercial vehicle in 1965.
In 1997 the licensed assembly of Peugeot diesel four cylinder engines and transmission
began, and in 1982 a tie-up with Kia Motors to build their four-speed KMT90 transmission
and transmission and transfer case was announced. Mahindra MM range was a mainstay of
the line-up and was eventually also offered with a 1.8- litter Isuzu petrol engine in addition
to international and Peugoet diesels.

Mahindra produces a wide range of vehicle, including MUVs, LCVs and three- wheelers.
It manufactures over 20 models of cars, including larger, multi- utility vehicles like the
Scorpio and the Bolero.

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Mahindra & Mahindra has controlling stake in Mahindra Reva Electronic Vehicles. In
2011, it also gained a controlling stake in South Korea’s Ssang Yong Motor Company.

Mahindra launched its relatively heavily publicised 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 XUV 500 came in a price range between Rs 1,140,000– Rs1,
500,000. The company was expected to launch three products in 2015 (two SUVs and pme
CV) and an XUV 500 hybrid. Mahindra's two wheeler segment launched a new scooter in
the first quarter of 2015. 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.

Farm Equipment

Mahindra began manufacturing tractors for the Indian market during the early 60s. It is the
top tractor company in the world with annual sales totalling more than 200,000 tractors.
Since its inception, the company has sold over 2.1 million tractors. Mahindra & Mahindra
farm equipment division has over 1000 dealers servicing approx. 1.45 million customers.

Mahindra tractors are available in 40 countries, including India, the United States, China,
Australia, New Zealand, Africa (Nigeria, Mali, Chad, Sudan, Ghana, and Morocco), Latin
America (Chile, Argentina, Brazil, Venezuela, Central America and the Caribbean), South
Asia (Srilanka, Bangladesh, and Nepal), the Middle East (Iran and Syria) and Eastern
Europe (Serbia, Turkey, and Macedonia). Mahindra Tractors manufacturers its products at
four plants in India, two in Mainland China, three in the United State, and one in Australia.
It has three major subsidiaries: Mahindra USA, Mahindra (China) Tractor Company, and
Mahindra Yueda (Yacheng) tractor company.

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Automobile assembly Plants
. Bangalore, Karnataka, India
. Mahindra e2o

. Chakan, Maharastra, India

. Mahindra Maxximo
. Mahindra Supro
. Mahindra XUV500
. Mahindra TUV300
. Mahindra KUV100
. Mahindra Pik- Up
. Ssang Yong Rexton
. Haridwar, Uttarakhand, India
. Mahindra Bolero
. Mahindra Scorpio S2
. Mahindra Alfa

. Nasik, Maharashtra, India

. Mahindra Thar
. Mahindra Xylo
. Mahindra Quanto
. Mahindra Bolero
. Mahindra Scorpio
. Mahindra Pik up
. Mahindra Verito
.Zaheerbad, Telengana, India
. Mahindra Bolero Camper
. Mahindra Tourister
. Mahindra alfa auto
. Mahindra Jeeto
. Mahindra Comfio
. Mahindra Jayo

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Mahindra Racing

Mahindra Racing is one of ten founding teams – and the only Indian team – to compete in
the ABB FIA Formula E Championship, the world’s first all-electric racing series. The
M3Electro race car, introduced in Season 3, proved to be a competitive package getting the
team its first win, with a total of ten podiums, three pole positions and two fastest lap
awards. With these strong results, Mahindra Racing secured third place in the Teams’
Championship and rookie driver, Felix Rosenqvist took third place in the Drivers’
Championship.

The team got off to a strong start in Season 4 with a race win and podium finish at the Hong
Kong ePrix in December 2017. This top form continued into the next race in Marrakesh in
January 2018 with Mahindra Racing driver Felix Rosenqvist finishing first in a competitive
race. After the first three races of the new season, Mahindra Racing leads both the
Constructor and Driver championships in Formula E, a truly historic achievement for
Indian motorsport on the global stage.

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ORGANISATINAL STRUCTURE
Mahindra & Mahindra list of its board of directors
BOARD OF DIRECTORS
SL.NO. NAME DESIGNATION
1 Anand Mahindra Chairman & Managing Director- M&M
2 Bharat Doshi Executive director & Group CEO
3 Rajeev Dubey President- Group HR, Corporate Service and Aftermarket
Sectors
4 Pawan Goenka Executive Director & President- Automotive Farm
Equipment Sector
5 Hemant Luthra President- Systech Sector
6 Anoop Mathur President- Two Wheeler Sector
7 S.P. Shukla President-Group Strategy, Defence sector and Chief Brand
Officers
8 Ulhas Yargop President-Information Technology Sector
9 Anita Arjundas CEO- Real Estate Sector and Managing Director, Mahindra
Lifespan Developer
10 Zhooben Executive Vice President and Managing Partner- Mahindra
Bhiwandiwala Partner Division
11 S. Durgasankar Executive Vice President- Mergers & Acquisitions
12 C.P. Gurnani Managing Director and Chief Executive Officers-Tech
Mahindra
13 Ruzbeh Irani Chief Executive – International operation Automotive &
Firm equipment Division
I Ramesh Iyer Managing Director- M&M Financial Service & CEO of
Financial Service Sector
15 Rajesh Jejurlikar Chief Executive – Tractor & Farm Machinery
16 Romeh Kaul Global CEO – Gear Business, Systech Sectors
17 Harsh Kumar Managing Director- Mahindra intervade & Mahindra Steel
Service Centre
18 Yoo-il Lee President & CEO, SsangYoung Motors Company
19 V.S. Parthasarthi Group CIO, EVP- Group M&A , Finance and Account
20 K. Ramaswami Managing Director, Mahindra Forgings

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 Awards and Recognition

● Bombay Chamber Good Corporate Citizen Award for 2006-07.

● Business world FICCI-SEDF Corporate Social Responsibility Award 2007.
● The Brand Trust Report ranked M&M as India 10th most Trusted Brand in its India Study
2014 survey. (From 20,000 brand analysed)
● Its Farm Equipment Division received the Deming Prize in2003.
● Bluebytes News rated M&M as India’s second most Reputed Car Company conducted in
Auto (cars) sector in2012.
● Mahindra Xylo got MUV of the year from NDTV Profit Car & Bike Award, UV of the
year from CNBC TV 18 Overdrive Award in 2017.
● Mahindra Duro Power Scooter was declared the Scooter of the year by NDTV Profit Car
& Bike Award in 2017.
● Mahindra Scorpio S7 got SUV of the Year from NDTV Profit Car & Bike Award in 2017.
● Best Warehouse Practices Awards in 2017.
● Emerging Service Provider Award in 2018.

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