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Driving down memory lane

The automotive heritage of the Mahindra Group is the story of India’s development, spirit of enterprise and growing global stature. From protecting India with purpose-built military vehicles since the 1950s, to becoming exploration and lifestyle icons since the 1970s, Mahindra’s SUVs exemplify the spirit of adventure like no other and are a true reflection of today’s young, adventurous India.

On July 3, 2020, Mahindra unveiled a new brand communications campaign and logo to commemorate this rich automotive heritage, and its deep connection & contribution to over seven decades of India’s automotive history.

“The ‘Mahindra Classics’ campaign will help people relive their fond memories with Brand Mahindra,” said Veejay Nakra, CEO – Automotive Division. “They are an embodiment of our legacy and our spirit of blazing a trail where no one has been before. Not many vehicles in India share the same emotional connect and iconic status as our vehicles do.”

The campaign will also highlight stories of customers who have explored a life that few have attempted to live before. “It will also provide them with a glimpse of our journey, how we started and what we are today,” added Mr Nakra.


Time Travel

The global pandemic and subsequent lockdown have put an abrupt halt to all our travel plans for quite some time, but the excitement of exploring new vistas hasn’t quite disappeared. We are all yearning to pack our bags and get on the next flight to experience the joys of an as-yet unexplored destination.

Club Mahindra, India’s leading vacation ownership brand, is tapping into this well of desire. Through their ‘India Dekho’ initiative, a part of their #LoveIndiaSeeIndia digital campaign, they are seeking to reignite this passion and zest for travelling.

“All of us have fond memories of our favourite travel destinations and experiences,” says Ramin Saherwala, Chief Marketing Officer, Mahindra Holidays and Resorts India Limited. “It is during these times that there’s a nostalgia about them," he adds.

Club Mahindra, which offers access to over 100 resorts in India and abroad, with over 200 immersive experiences, is calling upon people to share their favourite holiday destinations and memories. With Ayushmann Khurrana, one of Bollywood’s most popular artistes, as the face and voice of the campaign, Club Mahindra is striving to inspire people to relive those magical memories, even when they are stuck indoors.

A digital film titled ‘Mai Phir Aunga’ (I Shall Return Again) has Ayushmann sharing an evocative message in which he professes his love for India, its myriad cultures, mesmerising experiences and mouth-watering cuisines. The actor, who’s famous for his poignant verses and couplets online, asks the winds to carry his promise to return – to all the places he’s been.

“The film builds a resonance with the audience,” says Mr Saherwala, “and evokes a strong desire to relive their travel memories and recreate magical moments with their loved ones.” The video also calls upon viewers to tag Club Mahindra in their responses – giving them a chance to win an amazing surprise, courtesy Club Mahindra.

When the country steadily emerges from the lockdown, Club Mahindra is evolving their resort experiences to prioritise the safety and well-being of its members and staff, while also ensuring that they exude the same warmth and service in delivering the signature ‘Club Mahindra’ experience.

#MaiPhirAunga Click here to listen to Ayushmann give voice to every Indian’s heart that wants to explore and rediscover India.


Businesses as (Un)usual

Mahindra World City Jaipur Limited (MWC Jaipur), a joint venture between Mahindra Lifespace Developers Limited (MLDL) and Rajasthan State Industrial Development and Investment Corporation (RIICO), continues to expand and add new partners. Four new clients – Programmers.io, Vitromed Healthcare, Bansal Oil Mill Ltd and Bhagwati Group – are investing to establish new facilities / expand existing operations at MWC Jaipur. The total land leased is 15.7 acre.

MWC Jaipur is the chosen destination for these MSME clients due to its strategic location, ready plug-and-play infrastructure, along with an established ecosystem enabling the ease of doing business in their operations. This ensures faster time-to-market for all its industrial clients.

Commenting on the development, Sanjay Srivastava, Business Head – Mahindra World City, Jaipur and Director – ORIGINS, said, “Our integrated industrial ecosystem offered business continuity and safe restart for all operational clients during the pre and post Covid-19 situation. MWC Jaipur is proud to be an enabler of the ‘Make in India’ and ‘Make for India’ aspirations of 90+ reputed companies.”

MWC ensures a balanced approach between livelihood, living and life - with safety and security at the core. Strategic planning, 360-degree collaboration with stakeholders including government and policymakers, technology innovation, and SOPs enabled safe restart, efficient operations and SCM continuity at MWC Jaipur even during the lockdown.

Established in 2006, Mahindra World City, Jaipur is spread across ~3000 acres. It is the preferred business destination for global and domestic companies across diverse sectors, including Bharatiya Skill Development University, JCB, Dev Milk Foods, Deutsche Bank Group, Gaston Engineering, Infosys, KnitPro, Mahindra & Mahindra, Pinnacle Infotech Solutions and TTK Healthcare Limited. As of March 2020, MWC Jaipur has generated cumulative exports worth INR 10,300+ Cr and created direct employment for over 12,500 persons.

Mahindra World City, Jaipur, is the first project in Asia to receive Climate Positive Development Stage 2 Certification from the C40 Cities Climate Leadership Group (C40), a global network of large cities taking action to address climate change.


Do The Right Thing

‘Responsible Business’ has been the foundation of the Mahindra Group’s way of doing business since its inception in 1945. The questions facing us are always ‘What’s the right thing to do?’ and ‘How much of it can be done?’

Our vision is to be among the Top 50 most respected brands in the world. Anything we do within the realm of sustainability and responsible business must contribute towards enabling our organisation to achieve its vision. Our goal is to build a sustainable business while also rejuvenating the environment and enabling our stakeholders to rise.

The Group’s Sustainability Framework makes it possible to prioritise, set goals, and move ahead using whatever part of the framework is applicable to each business. This is supported by sustainability dashboards, assessments, rewards, recognition, etc.

Our ‘Make Sustainability Personal’ initiative encourages employee participation. We want our employees to be a part of our sustainability journey, contributing in any way to make a difference, not only at their workplace but also at home.

Reduce, Reuse, Recycle

Zero waste economy is both an opportunity and a challenge. Our engineers strive to reduce vehicle weight, increase fuel efficiency while ensuring that we are not only compliant with prescribed emission standards but bettering them. At the same time, clean air is a critical factor in climate action. We are trying to reduce emissions by offering vehicle recycling so as to take older vehicles, which have higher emissions, off the road.

The Mahindra Group pioneered the development of electric vehicles in India and continues to lead the development and implementation of electric mobility in the country. Mahindra hopes to drive the transition from fossil fuel to electric mobility in India in a bid to rejuvenate the environment without affecting common modes of travel. Apart from that our factories and resorts are energy efficient and ‘zero waste to landfill’ facilities.

Mahindra Susten, our renewable energy company, has figured out ways to keep solar panels clean without using much water. They are also strong proponents of agrophotovoltaics where solar panels and food production can co-exist on fertile arable land. This helps remove a potential source of conflict between solar energy companies and the agricultural sector. Mahindra Susten has also forayed into international markets with solar panels and invertors for both residential and commercial use.

Necessary actions for climate change

The pressing issue of climate change is a result of unintended consequences of the use of technology. While solar energy and wind energy are the cleanest forms of energy we have today, solar panels have a life expectancy of about 25 years. How can we recycle, refurbish or extend their life, etc., are not questions for the future. It is imperative that we begin looking at ways in which to lengthen the life expectancy of solar panels. There is always scope for innovation.

Water, for instance, is infinitely recyclable. Yet, our ‘take, use, dispose’ attitude has led to an infinite number of environmental problems – continually polluted water bodies, decreasing ground water, etc. Pausing to check our behaviour is a critical need of the hour. It would be wise to use technology to adopt productive water management practices without needing a terrible natural calamity to remind us that water is a scarce resource.

The Mahindra Group’s goal is to be water positive: i.e., harness more water than we consume; enhancing water productivity by decreasing the intake of fresh water, and finding ways and means to reuse and recycle so we can ensure water security at each of our locations.

In the post-pandemic world, the more we adopt practices that are in harmony with nature, the better our chances of avoiding the worst consequences of climate change.

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