India’s Most Attractive Tractor Brand

Mahindra Tractors have been recognized as ‘India’s Most Attractive Tractor brand’ by Trust Research Advisory (TRA) in the fifth edition of its report - India’s Most Attractive Brands, 2018. The study covering 5,000 brands across 16 Indian cities is based on TRA’s proprietary ‘Brand Attractiveness Matrix’, which comprises of 36 important aspects to rate a brand’s attractiveness.

Rajesh Jejurikar, President, Farm Equipment Sector, M&M Ltd., said, “The TRA award is a recognition of our work in building a global customer-focused brand with the widest range of tractors for every kind of farming application. While thanking TRA for this award, we will continue to work toward the development of newer products both in tractors, as well as the farm-machinery space driven by our focus on innovation and technology.”

Known globally for their quality and reliability, Mahindra is the No.1 tractor company in the world by volume. Mahindra is also the first Indian tractor manufacturer to

have produced over 2,00,000 tractors in 2018-19, the highest-ever by an Indian tractor brand in a single financial year. By manufacturing its 3 millionth tractor, Mahindra also reached a new milestone in March 2019.

Sachin Bhosle, Research Director, TRA Research, said, “Mahindra Tractor's communication plays a dual role in building brand appeal. Firstly, it enhances the inherent attractiveness of the brand, & secondly, it also helps to communicate this attractiveness to customers across the Indian farming sector. Mahindra is synonymous with tractors, and as a brand it resonates highly on recall among all Indian tractor brands. We congratulate Mahindra on this achievement.”

Today, Mahindra has one of the most comprehensive tractor portfolios in the industry, including Mahindra’s next-generation tractor platforms – the Mahindra JIVO, Mahindra YUVO and the Mahindra NOVO. The entire range of products help serve the diverse needs of farmers, both within the country and globally.

Doing Well, Doing Good

In keeping with its commitment to help society while doing business, Mahindra Partners have invested Rs. 206.5 crore in a New Delhi-based ophthalmology chain - Centre for Sight Ltd (“NDCFS”). This investment will help NDCFS drive organic and inorganic growth, while consolidating its leadership position in the growing Indian ophthalmology healthcare segment.

Parag Shah, Managing Partner at Mahindra Partners, said, “We are excited to partner with the Centre for Sight as it enters its next phase of growth. It is a leader in ophthalmology in India, and we want to be a part of its evolution and growth into the dominant Indian eye care brand. This investment also reflects Mahindra’s core values of doing well while doing good for the communities, and society in which we operate.”

NDCFS provides comprehensive eye-care services from 43 eye-care centers across 9 states and in more than 24 cities in India. It has a strong record of clinical excellence, employing more than 145 doctors, many of whom are recognized as leaders in their respective super-specialties, NDCFS is working towards bringing quality healthcare service to underserved areas.

Prof. (Dr.) Mahipal S Sachdev, CMD NDCFS, said, “Our association with Mahindra Partners will help us sustain the scorching pace of growth we have set out for ourselves, enabling us to open new centers in our existing territories as well as in areas lacking quality eye-care and drive growth through strategic acquisitions of existing practices.”

Premium Features Sans the Price Tag

Making the plush XUV500 more accessible to customers, Mahindra and Mahindra recently launched a new entry-level W3 variant of its premium SUV at a competitive price of Rs 12.22 lakh.

Veejay Ram Nakra, Chief of Sales and Marketing, Automotive Division, Mahindra & Mahindra Ltd., said, "The XUV500 pioneered the creation of the premium SUV segment and set new benchmarks with its unmatched package of hi-tech features and thrilling performance. The launch of the W3 version makes the vehicle much more accessible to a wider range of customers. With its excellent value proposition, I am confident that this new variant will resonate with a whole new set of our customers.”

Ever since its launch in 2011, the SUV has garnered tremendous response from its customers and reviewers

alike. Over the years, the XUV500 has set benchmarks in design, hi-tech features and performance with over 2.4 lakh satisfied customers.

Mechanically, the XUV500 W3 comes with the same 2.2-litre, four-cylinder m-Hawk diesel engine which is tuned to produce 155hp and 360Nm of torque. The engine is paired to a 6-speed manual gearbox. In terms of features, the XUV500 W3 gets projector headlights, engine start-stop (mild-hybrid system), power windows for front and rear seats, electrically adjustable ORVMs (although not power folding), central locking, and front and rear air-conditioning. The W3 also comes equipped with dual front airbags and ABS with EBD as standard.

Expansive locales, stunning visuals and a thrilling chase. Watch the Plush New XUV500 enable yet another unique and memorable adventure.

Assistance for Cyclone Fani Victims

India’s eastern coastal states were recently hit by super cyclone Fani that has left a trail of destruction, affecting more than 11 lakh lives. With thousands stranded in relief camps the cyclone is the worst storm that has hit the country since the 1999 storm. Puri, where it made landfall, was the worst hit, followed by capital city, Bhubaneshwar. Many places are still battling water and power shortage.

During this difficult time, the Mahindra Group has stepped forward and created a ‘Relief Task Force’ for immediate assistance to Mahindra vehicle owners in

cyclone affected Odisha.Customers from the affected areas can contact Mahindra Customer Care “With you Hamesha” for emergency support on 1800 209 6006 to get their vehicle towed and serviced at the nearest Mahindra Authorized Service Centre free of cost.

In addition, the task force has collaborated with Mahindra Insurance Brokers Ltd. (MIBL) to assist in speedy insurance approvals and claim settlements to ensure a seamless customer experience. Mahindra is also offering exclusive discounts on spare parts and restorations of cyclone-affected vehicles.

#LadkiHaathSeNikalJayegi Continues to Bolster Girl Child Education

Mahindra Group’s #LadkiHaathSeNikalJayegi campaign changed the meaning of this often-used phrase by turning it on its head. The drive, designed to further the cause of girl-child education, included a heartwarming short film that shatters stereotypes. As the campaign continues to bring about a positive change by challenging existing paradigms towards women empowerment, we recall the inception, process and execution of the radical film through a showcase.

For more than two decades, Mahindra, along with Project Nanhi Kali, has championed the cause of the girl child education in India, driven by the belief that education is the single most powerful intervention to empower young girls to chase their dreams. However, while providing free education and material support is the first step, the bigger challenge was to address existing paradigms towards women empowerment in general and girl child education in specific.

Armed with this belief, the team conducted a detailed study with the following approach that led to key findings –


  • Listened to over 8 million conversations over a 6 month period using our in-house Strategic Digital Intelligence Cell
  • Reviewed existing research like IPSOS survey on what worries the world, Deloitte Millennial Survey, PWC survey on millennials.
  • Led focused group discussions

Key Findings:

  • Women safety and girl child education accounted for 45% of relevant conversations.
  • It is a common desire among parents to be protective of the daughter. Even working mothers felt the need to restrict their daughters.
  • Even today, there is an accepted belief that certain jobs are for women, and certain jobs are not.

During the study, the phrase ‘Ladki haath se nikal jaayegi’ was frequently used to describe the limitations put on girls. The phrase, embodies the existing situation that many women find themselves in – control, limitations, and lack of opportunities. However, it also represented everything the team was trying to change, through girl child education. Therefore, ‘Ladki haath se nikal jaayegi’ came to stand for better things.

The critically acclaimed campaign has since emerged as a revelation for Indian society, showing how the country stands to benefit if we harness the transformative power of girl child education. It has garnered phenomenal response across all platforms and won many awards and accolades.

Key Film Achievements 
YouTube: • 22 Million+ views (YouTube measures 30 second views)

  • 6.8K likes Facebook:
  • 15 Million+ views (Facebook measures 3 second views)
  • 343K reactions (likes, hearts etc.)
  • 4.4K comments (97% brand positive)
  • 96K+ shares

Here’s a snapshot of the accolades won by the campaign - 

  • Gold – Abby – Gender Sensitivity – Abby Awards
  • Silver - Corporate Advertisement/Reputation category - Effie Awards India
  • Gold – Best Use of Insight - Campaign India - Media 360 Awards
  • Gold – Best Video Marketing Campaign with a Social Message – StreamCon Asia Awards
  • Silver – Best Video Marketing Campaign with a Social Message – StreamCon Asia Awards – Women Empower Expedition
  • Bronze - Best Branded Video Content – StreamCon Asia Awards
  • Silver - Best Campaign on Facebook – StreamCon Asia Awards
  • Best Digital Campaign - 2nd Annual South Asia Laadli Media & Advertising Awards
  • Best Use of Social Media in Marketing (for Excellence in CSR) - Stars of the Industry Awards by ET Now
  • Marketing CSR Campaign of the Year (for Excellence in CSR) - Stars of the Industry Awards by ET Now

Click here to watch the film.

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