Mahindra & Mahindra Ltd.

Rise.

Presented to:
Dr. G. Vijayudu
Presented By:
Tarushi Mathur – 23BSPHH01C1236 (Seat No. 17)
Aaradhya – 23BSPHH01C0008 (Seat No. 26)
Shivani Kumari – 23BSPHH01C0124 (Seat No. 37)
Mrinal Gawande – 23BSPHH01C0411 (Seat No. 45)
Sunny Dagar – 23BSPHH01C1234 (Seat No. 68)
Chaturya Vaka – 23BSPHH01C0717 (Seat No. 75)
TABLE OF CONTENTS:
Sr. No. Topics
1. Introduction and History of M&M Ltd.

2. Products and Supply Chain

3. Global factors

4. Market Analysis

5. Promotional and Marketing strategies

6. Competitor Analysis

7. Corporate Social Responsibilities

8. Future and conclusion

References

LIST OF FIGURES:
Fig No. Particulars
1 Changes in the Logo of M&M Ltd.
2 Marketing Campaign – “Choose Together, Choose Right”
3 Marketing Campaign – “Live Young, Live Free”
4 Marketing Campaign - “Explore the Impossible”
5 E-Commerce Strategies
6 Mobile Apps
7 Facebook page
8 Instagram Page
9 LinkedIn Page
10 Twitter Page
11 YouTube Page
12 Influencers Marketing
13 Project Nanhi Kali
1.Introduction and History of M&M Ltd.

Mahindra & Mahindra Limited (M&M) is an Indian multinational automotive

manufacturing corporation headquartered in Mumbai.
Mahindra & Mahindra was founded as a steel trading company on 2 October 1945 in
Ludhiana as Mahindra & Mohammed by brothers Kailash Chandra Mahindra and Jagdish
Chandra Mahindra along with Malik Ghulam Muhammad. M&M is one of the largest
vehicle manufacturers by production in India.
Logo

Fig. 1
1948 – 2000
The badge, designed for Mahindra in 1948, and used by the company for more than fifty years,
featured a circular medallion in silver and black, with the design resembling a steering wheel.
2000 – 2012
The redesign of 2000 has introduced a completely different badge, composed of a red
graphical emblem, accompanied by a bold gray logotype, set in the same typeface, as could
be seen on the previous badge.
2012 – now
The graphical emblem was removed from the primary logo of Mahindra in 2012. The new
badge features a bright red title case logotype in a geometric futuristic typeface, accompanied
by a delicate smooth "Rise" in a medium shade of gray.
2021 – now
In 2021 an additional badge was created for Mahindra. It is a three-dimensional geometric
emblem, formed by two mirrored elements turned face-to-face and making up an interesting
and sharp figure, which resembles a futuristic space butterfly with its wings speed to the sides
and sharpened at the top parts.
Beginnings with Jeep

The company eventually saw a business opportunity in expanding into manufacturing and
selling larger MUVs and started assembling under license of the Willys Jeep in India. Soon,
M&M was established as the Jeep manufacturer in India and later commenced manufacturing
light commercial vehicles (LCVs) and agricultural tractors.

Acquisitions

• In 1999, Mahindra purchased 100% of Gujarat Tractors from the Government of

Gujarat, and in 2017 Mahindra renamed it as Gromax Agri Equipment Limited, as
part of a 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.
• 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 and in 2016,
they renamed it Mahindra Electric Mobility Ltd after taking 100% ownership.
• In October 2014, Mahindra acquired a 51% controlling stake in Peugeot Motorcycles
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 March 2016, Mahindra acquired 35% of Finland-based Sampo Rosenlew, entering
the combined harvester business, subsequently increasing its stake in the company to
49.04% in December 2019.
Automobiles

• Mahindra began assembling the Jeep CJ3 in 1954, and light commercial vehicles in
1965. In December 1989 Mahindra launched its 4x4 offroad SUV range which
consisted of license-built versions of the Jeep CJ named Brave, Chief, and Baja. These
were powered by four-cylinder, 2.1-litre Peugeot diesel engines producing 62hp and
were available in 2032mm and 2311mm wheelbase variants.
• Mahindra started making passenger vehicles first with the Logan in April 2007 under
the Mahindra Renault joint venture.
• 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.
• 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 launched its relatively heavily publicized SUV, XUV500, code-named 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.
• 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 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.
• 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 June 27, 2022, Mahindra released the Scorpio N, also called the "Big Daddy of
SUVs."
2. Products and Supply Chain
A large international business headquartered in India; Mahindra & Mahindra offers products
for many industries. Mahindra & Mahindra's principal product categories include:
Automobiles: Mahindra is widely recognized for its broad selection of vehicles, which
includes SUVs, trucks, commercial cars, and passenger cars. Their off-road and utility
vehicles are particularly popular with users.
Farm Equipment: Mahindra is one of the biggest manufacturers of tractors and other
agricultural equipment in the world, serving the needs of farmers all over the world.
Two-wheelers: Motorcycles and scooters are also produced by the company.
Aerospace: Mahindra has entered the aerospace sector and offers services for the
development of aircraft, aerostructures, and componentry.
Information technology: The company provides IT services and consulting through its
subsidiary Tech Mahindra.
Financial Services: Mahindra offers a range of financial services, including Theyalth
management, insurance, and automobile financing.
Hospitality: Through its subsidiary, Club Mahindra Holidays, which does business as a
vacation ownership company, the corporation is involved in the hospitality sector.
Real Estate: Residential and commercial properties are developed by Mahindra, who is also
active in the real estate sector.
Defence: Mahindra produces military equipment and vehicles, such as logistical vehicles and
armored vehicles.
It's important to remember that Mahindra & Mahindra is a large business with numerous
corporate interests and its product lines could develop and grow over time. Mahindra is 3 rd
Largest Passenger Vehicle Company in India, 2nd Largest Commercial Vehicle Company in
India, and Largest Small Commercial Vehicle Company in India.

Supply chain:
Due to its wide range of product lines, Mahindra & Mahindra has a complex and broad
supply chain. The business's supply chain includes a number of steps, starting with the
sourcing of raw materials and ending with the delivery of finished goods.
Raw Material Sourcing: The supply chain process starts with the acquisition of the raw
materials needed to manufacture a variety of goods, including steel, plastics, rubber, and
electronics components. These materials are sourced by Mahindra & Mahindra from both
domestic and foreign vendors.
Manufacturing: Mahindra & Mahindra's manufacturing plants create various goods after
collecting the required raw ingredients. The business has a number of production facilities
spread out over India and other nations where they build vehicles, farm machinery, and other
products.
Quality Control: Quality control is a crucial link in the supply chain to ensure that the
products meet the company's high requirements. At every level of the manufacturing process,
Mahindra & Mahindra employs strict quality control procedures.
Distribution: After the goods are produced and quality-checked, they are given out to
different clients, merchants, and dealerships. Mahindra & Mahindra's distribution network
extends throughout India and several other nations where they do business.
Dealerships and Retailers: Mahindra & Mahindra sells its vehicles, farm machinery, two-
wheelers, and other goods through a wide network of dealerships and retailers. When it
comes to reaching customers and offering after-sales services, these dealerships are essential.
After-Sales Service: After-Sales Service is an essential link in the supply chain since it
guarantees client retention and satisfaction. Through its authorized workshops and service
centers, Mahindra & Mahindra offers maintenance and repair services.
Spare Parts: Managing the supply chain for the replacement parts needed for repair and
maintenance is another responsibility of Mahindra & Mahindra. To support their after-sales
activities, these replacement parts are provided to service facilities and dealerships.
Export and Import: Mahindra & Mahindra participates in both import and export activities
as a global business. They may also import certain parts and supplies for their production
process in addition to exporting their goods to several international markets.

Supply chain management:

They provide their clients with specialized and end-to-end logistics solutions and services,
such as distribution and transportation, warehousing, in-factory logistics, and value-added
services.
The goal of Mahindra is to increase the efficiency and dependability of every input and
finished product from the point of origin to the final consumer, with quick time to delivery
and a higher rate of customer satisfaction.

Ware Housing
As part of their integrated logistics solutions, Mahindra provides warehousing services to
clients as a separate service offering.
Inventory management, storage management, and value-added services are the main
components of their warehousing services.
At various locations around the nation, they oversee storage space totalling more than 19
million square feet. These consist of a mixture of multi-user, built-to-suit, and dedicated
warehouses. They are skilled in managing the current warehouses for clients to
maximize their functionality and have implemented customized Material Handling
Equipment (MHE) and substantial automation.
Their strategically placed stockyards are large-scale multi-brand ones at strategic locations
across the nation, ensuring flexibility and scalability. They employ the most cutting-edge,
best-in-class proprietary tools and technology to boost productivity and efficiency.

Transportation
They can meet every transportation need in India because to their sizable fleet of
specialized vehicles.
They provide a full range of transport solutions together with a wide range of experiences
across industries, flying more than 15,000 cars each month. This includes front-end devices
that collect data and report crucial shipment data in real-time as well as the back-end
information technology infrastructure. Their transportation services mainly include last-mile
delivery, network-based distribution, primary and secondary distribution, inbound solutions,
and outbound solutions.

In-Factory Logistics
To increase productivity, managing the internal logistics of factories is just as crucial as
managing the production processes.
Their specialized in-plant logistics services are coordinated with the customer's production
schedule. They are crucial in helping their clients' in-plant processes be optimized.
Freight Forwarding- LORDS
MLL, the top provider of goods forwarding, owns the bulk of LORDS.
Through their subsidiary LORDS Freight (India) Private Limited (LORDS), they provide
freight forwarding services. LORDS has experience in import and export air and ocean
freight forwarding and a broad network of international alliances.
They provide a range of services to their clients using their expertise in international freight
forwarding, including air and ocean freight operations, exports and imports, full container
loads (FCL) and less than container loads (LCL) services, charter operations, Project
Management Office (PMO) support in crucial implementations, project logistics, and ODC
cargo, and integrated cross-border solutions combining domestic and international operations.
B2B Express-RIVIGO
Rivigo, formerly known as "Trucks First," was established in 2014 and is a part of Mahindra
Logistics' express division. With a strong emphasis on zero-defect operations and world-class
technology, Rivigo is revolutionizing the movement of commodities in India.
Through innovation, creative problem-solving, and ongoing cooperation with their partners
and clients, Rivigo has been redefining logistics in India over time and reducing the overall
cost, making logistics faster, safer, and more human. Their technologically advanced
products, which are created with a strong focus on the needs of the customer, complement
their cutting-edge operational procedures.
With processing centers in 18 cities and over 200 branches, Rivigo currently offers the
quickest, safest, and most dependable express delivery to over 19,000 pin codes across the
entire country. Rivigo also works with over 500 business partners from various regions.
Air Chartering
Air charter solutions provider V-link offers complete, custom solutions for a range of global
sectors.
Through their subsidiary V-Link Freight Services Private Limited, they offer specialized
cargo charter services all over the world. They provide specialized aircraft, faster transit
times, knowledge in developing end-market solutions, integration with other logistics
services, and a strong technology interface for a variety of industries, including electronics,
consumer durables, pharma, engineering, and many more. They offer choices for full or
partial charter on a non-scheduled basis, a variety of aircraft types, and solutions that are
specifically designed to satisfy the demands of their customers. They can facilitate DGCA
approvals and hold the necessary licenses to handle non-scheduled freighters. They also
provide consulting services for effective load planning and ULD structures at the origin and
destination. All forms of cargo, including dangerous goods, AOG, bulky or enormous items,
ODD-dimensional loads, and supplies for medical or humanitarian help are covered by their
competence.
3. Global Factors
I. Economic Conditions: Mahindra's business performance can be significantly
influenced by global economic conditions. Economic growth or downturns in major
markets like India, the United States, Europe, and others can impact consumer
demand for automobiles, tractors, and other products offered by Mahindra. Currency
exchange rates and fluctuations in commodity prices (such as steel, aluminium, and
rubber) can also affect the company's profitability and manufacturing costs.

II. Trade Policies and Tariffs: Changes in trade policies, tariffs, and trade agreements
between countries can have a significant impact on Mahindra's international business.
Tariff barriers and trade disputes can affect the cost of importing and exporting goods,
potentially impacting the company's competitiveness in global markets.

III. Regulatory Environment: Mahindra operates in multiple countries, each with its
own regulatory framework. Changes in regulations related to emissions standards,
safety requirements, environmental policies, and trade laws can impact the company's
product development, manufacturing, and market access.

IV. Technological Advancements: The automotive industry is rapidly evolving with

advancements in electric vehicles, autonomous driving technologies, connectivity
solutions, and alternative fuels. Global technological trends and innovations can
influence Mahindra's product offerings and require the company to invest in research
and development to stay competitive.

V. Competitive Landscape: Mahindra faces competition not only from other Indian
companies but also from global automotive and agricultural machinery manufacturers.
The strategies and actions of its competitors, including new product launches,
marketing approaches, and pricing strategies, can affect Mahindra's market share and
growth prospects.
 VI. Environmental Concerns: Growing environmental awareness and regulations
regarding carbon emissions and sustainability are pushing companies like Mahindra to
invest in cleaner and greener technologies. Consumers' preferences for eco-friendly
products can also influence the demand for Mahindra's electric vehicles and
sustainable practices.

VII. Geopolitical Stability: Political instability, geopolitical tensions, and conflicts in

various regions can impact Mahindra's operations and investments in those areas.
Unfavourable political environments may lead to uncertainty and risks for the
company's international business.

VIII. Social and Cultural Factors: Mahindra operates in diverse markets with different
social and cultural norms. Understanding and adapting to local consumer preferences
and needs are crucial for the success of their products and services.

IX. Pandemics and Global Health Crises: As evidenced by the COVID-19 pandemic,
global health crises can have a profound impact on businesses worldwide. Disruptions
in supply chains, manufacturing, and consumer behaviour can affect Mahindra's
operations and financial performance.
4. Market Analysis

Introduction

Mahindra and Mahindra Ltd. (M&M) is one of the leading Indian transnational machine
manufacturing pots. Founded in 1945, it has evolved into a diverse conglomerate with a
significant presence in various sectors such as automotive, agriculture, aerospace, defence, and
finance. This market analysis delves into the company's history, business segments, financial
performance, SWOT analysis, competitive landscape, and future prospects.

Company Overview:

Mahindra and Mahindra have a rich history of over seven decades, making it one of the oldest
and most respected companies in India. Initially, the company started as a steel trading
enterprise but soon diversified into manufacturing general-purpose utility vehicles, tractors,
and agricultural equipment. It established itself as a market leader in the Indian automotive
industry, competing with both domestic and international players.

Business Segments:

Automotive Sector:
I. Utility Vehicles (UVs): M&M's flagship segment includes popular models like
Scorpio, XUV500, Bolero, and Thar. The company has maintained a dominant
position in the Indian SUV market.

II. Commercial Vehicles (CVs):

M&M manufactures trucks and buses catering to various industries, contributing
significantly to its overall revenue.
• Electric Vehicles (EVs): The company has invested in electric mobility,
launching electric versions of some of its popular models, focusing on
sustainable transportation solutions.
III. Farm Equipment Sector:
• Tractors: M&M is a key player in the Indian tractor market and has a strong
presence in rural India, providing a wide range of tractors for various
agricultural needs.
• Farm Machinery: The company also manufactures various agricultural
machinery and implements, enhancing its product portfolio in this segment.
IV. Aerospace and Defence:
• Mahindra Aerospace manufactures aircraft and components for both domestic
and international markets.
• Mahindra Defence Systems supplies products and solutions to the Indian
defence sector, catering to land, naval, and air requirements.
V. Others:
• Mahindra Finance: The company operates in the financial services sector,
providing vehicle financing and insurance services.
• Mahindra Holidays: Operates holiday resorts and offers vacation ownership
memberships.
Financial Performance:
M&M has been a financially stable company with steady revenue growth over the
years. Its financial performance is influenced by various factors, including the overall
economic environment, changes in consumer preferences, and competition. Analysing
the company's financial statements, growth rates, and profitability metrics provides
insight into its financial health.

SWOT Analysis:

I. Strengths:
• Strong Brand Identity: M&M has a strong brand reputation in India, particularly
in the SUV and tractor segments.
• Diversified Business Portfolio: The company's diversified business segments
provide stability and reduce risks associated with being solely dependent on one
industry.
• Robust Distribution Network: M&M has an extensive distribution and service
network, ensuring wider market reach and customer support.
II. Weaknesses:
• Dependence on Domestic Market: A significant portion of M&M's revenue
comes from the Indian market, making it susceptible to fluctuations in the
domestic economy.
• Limited Global Presence: While M&M has expanded its global footprint, it
faces tough competition from established international players in various
markets.
 III. Opportunities:
• Electric Mobility: The growing interest in electric vehicles presents an
opportunity for M&M to expand its EV portfolio and capitalize on the evolving
market trends.
• International Expansion: Exploring new markets and strengthening its presence
in emerging economies can open up avenues for growth.
IV. Threats:
• Intense Competition: The automotive industry is highly competitive, with
global players constantly introducing new models and technologies.
• Economic Uncertainty: Fluctuations in the global economy can impact
consumer spending patterns and demand for vehicles and farm equipment.

Competitive Landscape:

M&M operates in a competitive market, facing competition from various domestic and
international players in each of its business segments. Key competitors include Tata
Motors, Maruti Suzuki, Toyota, Hyundai, and international tractor manufacturers like
John Deere and CNH Industrial.

Future Prospects:

I. Economies Electric Vehicles: M&M is actively investing in electric mobility,

and the success of its electric vehicles could significantly impact its future
growth trajectory
II. Rural Market Growth: With a strong presence in the rural areas of India, M&M
can benefit from the expected growth in demand for tractors and utility
vehicles.
III. Global Expansion: Further expansion into international markets, especially in
developing, could provide a new growth avenue.

Conclusion:

Mahindra and Mahindra's journey from a small steel trading company to a diversified
multinational corporation showcases its resilience and adaptability. The company's
strong brand presence, diversified business segments, and strategic investments in
electric mobility position it well for future growth. However, challenges like intense
competition and economic uncertainties require the company to continuously innovate
and evolve to maintain its market leadership in the dynamic automotive and agriculture
sectors.
 5. Marketing and Promotional strategies of Mahindra and Mahindra ltd.
Marketing strategy is a step before promotional strategies formed by the companies. It is a
long-term plan for the company to achieve its goals. In order to achieve those goals, it is
important for the company to understand the needs of customers and create a more stronger
and more sustainable environment in the market.

It is essential for any company to promote its products and services as, only through
promotion people would come to know about the product and services offered by a particular
company. Promotional strategy is a strategy used by all companies in order to advertise,
promote & sell their products and services.

In whole, marketing is all about product designing, pricing, and promoting and promotion
involves informing and reaching people and giving them information about the product.

Over many years now, Mahindra & Mahindra Ltd. has experienced a huge development in
innovation and technology. Their marketing strategies have hit millions of views and buys on
the internet.
of the best Marketing and Promotional strategies adopted by Mahindra & Mahindra Ltd.
I. Marketing Campaigns

Fig-2.
(https://youtu.be/LpCdt8iR0t8)
The “Choose Together Choose Right” campaign was one of the most successful campaigns of
Mahindra & Mahindra Ltd. during this, the economic class categorised people hyped about the
cars which were under 10 Lakh. This campaign was carried out for the general public who wish
to live a luxurious life but were not able to afford it. Therefore, Mahindra & Mahindra Ltd.
provided cars under 10 Lakhs with the best external services.

Fig-3.
(https://youtu.be/BaqkTp8jpuI)
Mahindra &Mahindra launched the “Live young, Live free” campaign which had become
popular and showcased its popular SUVs. This new rhythm made various people who love
adventures fall in love with jeeps. The ad for the same was shot in the rigged terrains of Leh-
Ladakh and even in the wetlands of Kerala, in order to prove the toughness of Mahindra’s range
of utility vehicles.

Fig-4.
(https://youtu.be/GgoLNdhwez0)
Mahindra & Mahindra Ltd. brought to life “Explore the Impossible” campaign. It aimed to
connect with the millennials. It connected back to the SUVs of Mahindra & Mahindra Ltd. by
 building in a modern execution of an iconic Bollywood song that featured a Mahindra 4x4
vehicle and that was considered the best part of this campaign.

II. E-commerce Strategies

Fig-5.
Mahindra & Mahindra Ltd. has got all types of their vehicles available on their website.
There are other websites like carwale, cardekho, autoX, CarTrade, etc who have also taken
the agency of Mahindra & Mahindra Ltd. There are many branches of Mahindra &
Mahindra Ltd. in every city where, they give you offers for you to book the vehicle you
wish to purchase from the website itself. Mahindra was the first company to sell its vehicles
online as they focused to bring their outlet home to their customers in both physical and
virtual ways.

III. Creating Mobile Apps

Fig-6.
 “Mahindra With You Hamesha” is one of the apps where individuals can have a look of
newly launched vehicles and ongoing offers at Mahindra. It is also easy for one to sit at
home and apply for an extended warranty for the vehicle purchased.
The next app where one can rely to select their comfort vehicle is “Mahindra Finance”
app where one can place their booking for vehicles on loan. This system is often used by
many as they wish to pay in instalments.

IV. Social Media Marketing

The present generation is aware and much enthusiastic about how many likes, follower,
comments, and shares are important and essential to promote and expand the businesses.
However, Mahindra & Mahindra Ltd. is still remarkable without and with social media
platforms.
Here are a few social media platforms through which Mahindra &Mahindra Ltd. attract
their potential customers and creating a brand image in their minds.

Fig-7.
Facebook Fan Following: 926K
 Fig-8.
Instagram Followers: 156K Followers

Fig-9.
LinkedIn Followers: 1M Followers
 Fig-10.
Twitter Followers: 1.3M Followers

Fig-11.
Youtube Subscribers: 311K Subscribers
We can consider Twitter as the stylish platform for any brand, product, or service out there to
vend itself.
V. Influencer Marketing

Fig-12.
Mahindra & Mahindra Ltd. are renowned on national TV as they collaborated with
celebrities - Ajay Devgn, Varun Dhawan, Mahesh Babu, Manoj Bajpayee, and Prabhas.
In today’s era, people are crazy about watching their favourite celebrities promote a brand
along with some. Influencer Marketing is thus seen gathering the public’s attention to the
brand when they collaborate with a celebrity as the public believes and trusts the brand’s
product and services only when it is endorsed by a loyal celebrity. Therefore, Influencer
Marketing is the best marketing strategy in today’s era.

VI. Content Marketing

Mahindra & Mahindra Ltd. write blogs and listicles on their website to attract guests. It
will be more salutary for the people if this company starts making EVs. Different affairs
and challenges like the Dubsmash & win KUV100 contest are told on social media to
produce buzz and are client- acquainted. It has each over 17 million suckers across different
brands and over 40 million views on YouTube.
6. Competitor Analysis
To conduct a comprehensive competitor analysis, it is essential to consider the company's main
competitors in various business segments. Let us break it down:

I. Automotive Segment:
Mahindra primarily operates in the automotive sector, where its major competitors
include other Indian automakers and some global players:

- Tata Motors: Another prominent Indian automaker known for its commercial
vehicles, passenger cars, and electric vehicles. Tata Motors competes directly
with Mahindra in the Indian market.

- Maruti Suzuki: The largest passenger car manufacturer in India, known for its
popular small cars and a wide range of products. Although Maruti Suzuki and
Mahindra target different market segments, they compete in the overall Indian
automotive market.

- Hyundai: A South Korean multinational automotive manufacturer with a

significant presence in India. Hyundai is known for its popular passenger cars
and SUVs and competes with Mahindra in the SUV segment.

- Honda, Toyota, Ford, etc.: These global automotive giants have a presence in
the Indian market and compete with Mahindra in the SUV and crossover
segments.

II. Tractor Segment:

Mahindra is a major player in the agricultural machinery industry, and its main
competitor in this segment is:

- Escorts Limited: An Indian engineering company known for its tractors and
construction equipment. Escorts is a key competitor to Mahindra in the tractor
market.
III. Electric Vehicles (EVs) Segment:
As the automotive industry shifts toward electric mobility, Mahindra faces
competition from various companies working on EVs:

- Tata Motors: Tata has made significant strides in the EV segment with its
electric cars and commercial vehicles.
- Hyundai, Kia, and other global automakers: These companies have been
introducing electric vehicles to the Indian market, competing with Mahindra's
electric car offerings.

- Startups and new entrants: Several new startups and companies have entered
the EV market in India, adding to the competition.

IV. Software and Tech Solutions:

Mahindra has been expanding its technology and IT services arm, which faces
competition from:

- Tata Consultancy Services (TCS): One of the largest IT service companies in

India and globally, competing with Mahindra's IT solutions division.

- Infosys, Wipro, HCL, and other IT giants: These companies also compete in
the technology services domain.
 7. Corporate Social Responsibility

Mahindra and Mahindra Limited places a strong emphasis on Corporate Social Responsibility
(CSR) to foster positive and sustainable change in building resilient communities. Their core
purpose embodies a commitment to challenge conventional thinking and drive positive
transformations in the lives of stakeholders and communities worldwide, empowering them to
rise. CSR is an integral and fundamental part of the company's philosophy. Mahindra focuses
its CSR efforts primarily on the development of girls, youth, and farmers through impactful
initiatives in education, health, and the environment.

I. Mahindra and Mahindra CSR

Responsible business practises for Mahindra and Mahindra Ltd. include being accountable for
its operations, goods, and maintaining cordial relationships with its staff, clients, and the
community. In light of this, corporate social responsibility for the company goes beyond simply
abiding by the law and creating value for its major stakeholders on the social and environmental
fronts.
The business either carries out its CSR projects directly through its ESOPs structure, where
Mahindra employees carry them out themselves, or through implementing partners, such as
NGOs with a demonstrated track record of at least three years in carrying out the activity. The
Mahindra Foundation, The KC Mahindra Education Trust, Tech Mahindra Foundation, and
Naandi Foundation are the company's primary implementation partners.

II. CSR Policy

According to its core purpose, Mahindra and Mahindra Limited has established its CSR vision
to concentrate its efforts on key groups that support economic growth and nation-building.
Mahindra and Mahindra Limited seeks to empower its stakeholders and communities to RISE
in this way.
Through programmes created in the areas of education, health, and the environment, the
company hopes to concentrate its CSR efforts within the constituencies of girls, youth, and
farmers. The Company may contribute to the corpus of its Corporate Foundation's or Trust's
(KC Mahindra Education Trust and Mahindra Foundation) projects in addition to the projects
themselves, with the Board's approval. The Company may also donate to "think tanks" for
initiatives covered by Schedule VII of the Act.
The CSR Policy is periodically reviewed by the company's board-level Corporate Social
Responsibility Committee. The CSR Committee oversees periodically approving and
recommending to the Board the projects or programmes to be carried out, as well as the
methods of implementation. In addition to making recommendations and approving budgets
 for projects, the Committee oversees setting up a monitoring system to keep tabs on how each
project is progressing.

CSR Committee

Dr. Vishakha N. Desai (Chairperson & Independent Director), Mr. Anand G. Mahindra, Dr.
Pawan Goenka, and Mr. Vikram Singh Mehta (Independent Director) are the members of the
Board Level CSR Committee of Mahindra and Mahindra Limited.
A CSR Council has also been established by the business, and it is run by the President of
Group HR and Communications and a member of Group Executive Board. Senior management
executives from various industries, senior CSR executives, and a CSR advisor make up this
group. The CSR Council executes the CSR strategy and provides updates to the CSR
Committee at the Board level. By including environmental, social, and governance (ESG)-
related issues in its charter, the Committee's purview was expanded throughout the year.

III. Project Nanhi Kali

'Little bud' in Hindi, Project Nanhi Kali aids in the education of underprivileged girls in India.
Over 450,000 girls (known as Nanhi Kalis) from underserved communities nationwide have
benefited from the Mahindra and Mahindra Limited flagship CSR project, which was created
to help low-income girls from families complete ten years of formal education.

Fig-13.
Currently, the project helps 1,74,681 Nanhi Kalis receive an education through 6,001 academic
support centres spread across 9 states. The project offers girls in classes one through ten all-
around assistances, including a yearly kit of school supplies and daily remedial instruction for
two hours free after school. In addition, the project has expanded its reach by giving 78,437
secondary school girls access to digital tablets that come pre-loaded with insightful educational
materials. The Nanhi Kali team also works to educate communities and parents on the value of
supporting girls' education and acting as their collective guardians.
The Nanhi Kali team has increased its efforts to ensure that underprivileged girls continue their
education at this crucial time by making investments in their access to high-quality digital
education. This will prepare the girls for life after the COVID. Every girl in the Nanhi Kali
project receives all-encompassing assistance, such as:

• Academic support and access to an adaptive learning software via digital tablets: The
Nanhi Kali Academic Support Centres, which are located inside of government schools and
open for two hours before/after school, offer daily academic support. Every Nanhi Kali at
these centres has access to Mind spark, a personalised, adaptive learning platform, thanks
to a partnership with top EdTech organisation Educational Initiatives. It has been
demonstrated that this well-known software significantly improves users' learning
outcomes. Nanhi Kalis will be able to learn Maths, their native language, and English from
Grades 1 through 10, as well as Science from Grades 6 through 10. Using artificial
intelligence, Mind spark will adapt the instructions to each Nanhi Kali's learning style and
pace to ensure that she understands what she is learning. Digital tablets will come pre-
loaded with the software, enabling even those in remote areas to access high-quality
education.

• Trained Women Tutors: The tutors for the Nanhi Kalis, known as Community Associates,
are women from the neighbourhood who support learning, mentor the Nanhi Kalis through
their academic careers, and collaborate with parents and community members to develop
environments that are welcoming to girls.

• Sports Curriculum: The programme includes a professionally created sports curriculum

that enables Nanhi Kalis to regularly engage in physical activity and sport.

• School Supply Kit: Kit of school supplies Every Nanhi Kali is given a kit every year that
includes a school bag, stationery, and a pullover/raincoat. In order to help the girl attend
school with dignity, a 12-month supply of branded sanitary napkins is included in each kit.
This is because 45.6% of teenage girls in India still use unhygienic menstrual practises.

Mahindra and Mahindra Limited received a prize in 2019 for "National Priority Area Education
for Project Nanhi Kali" at the National CSR Awards Ceremony hosted by the Ministry of
Corporate Affairs.
2018 saw the launch of a new campaign called "Ladki Haath se Nikal Jaayegi," which focuses
on the education of girl children, from Nanhi Kali and the Mahindra Group. By adopting a new
perspective on the phrase, the campaign seeks to dispel misconceptions about girl child
education. Numerous awards have been given in recognition of the campaign. At Goafest in
2019, it received a Gold in the Special Abby (Gender Sensitive) category.
8.Future Plans

• Mahindra & Mahindra is lining up new products and investments while firming up
production plans as it remains "very optimistic" about the gradual evolution of
electric vehicle penetration in the country over the next few years.
• The company expects the transition towards electric mobility to happen stepwise
with fleet and sports utility segments expected to lead the transformation in the
domestic market.
• Betting big on green mobility, Mahindra has lined up five new electric Sports Utility
Vehicles (SUVs) with the first four expected to hit the market between December
2024 and 2026.
• The automaker plans to roll out the five electric SUV models under two brands XUV
and the all-new electric-only brand called "BE".
• Mahindra is gearing up to launch the Bolero Neo Plus, an extended version of the
Bolero Neo SUV. The Bolero Neo Plus is expected to be available in two seating
configurations – 7 and 9-seats, with an ambulance variant featuring a 4-seat layout
and a patient bed.
• The upcoming Mahindra car on the list is the 5-door or long-wheelbase version of the
Mahindra Thar. It is expected to be launched by the end of 2023 or early 2024.
• Mahindra has officially announced that their first electric vehicle to enter production
will be the XUV E8, set to go on sale in India by December 2024.
References
https://iide.co/case-studies/marketing-strategy-of-mahindra-and-mahindra/
https://www.mahindra.com/
https://www.adgully.com/mahindra-mahindra-launches-a-new-campaign-for-the-all-new-thar-
113632.html
https://auto.economictimes.indiatimes.com/amp/news/mahindra-lines-up-new-products-
firms-up-investments-for-electric-future/94129734
https://en.m.wikipedia.org/wiki/Mahindra_%26_Mahindra
https://www.icicidirect.com/research/equity/mahindra-and-mahindra-ltd/6641
https://en.m.wikipedia.org/wiki/Mahindra_%26_Mahindra
https://thecsrjournal.in/mahindra-csr-corporate-social-responsibility-activities-report/