Mahindra unveils new brand position-'Rise'

The US $ 7.1 billion Mahindra Group, one of India’s leading business houses with a vast global footprint, today announced a new brand position - Rise. The latter represents a new chapter in the history of this iconic 65 year old brand and seeks to communicate the new face of this diversified federation of companies with its increasingly global ambitions.

This is the first time Mahindra as a Group which spans everything from Aerospace to Automotive, from farm equipment to IT and logistics, will communicate with one brand voice, one face and one ‘Mahindra’ core purpose.

The Group intends to invest Rs. 120 crore over 3 years, in activities related to promotion of the new brand position.

“Rise isn’t just a word – it is a rallying cry which enables people to unify around shared ideas, values, principles, a way of life or a common goal. It is a call to see opportunities where others can’t and to set an example for the world. For Mahindra,Rise means achieving world-class standards in everything we do, setting new benchmarks of excellence and conquering tough global markets,” said Mr. Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group.

“Mahindra has always been known for its ingenuity and never say die spirit. Whether we’re transforming the lives of millions of farmers through our agri-prosperity initiatives, creating green and innovative urban living spaces or investing in new automotive technologies and factories that leave the lowest carbon footprints, Mahindra is many companies with just one purpose: Enabling people to Rise,” he added.

Two years ago, Mahindra’s Corporate Brand Council mandated StrawberryFrog, a New York based global advertising agency, to undertake anthropological and semiotic research across India and around the world which enabled it to create this unique positioning.

“Rise is a simple yet powerful verb which defines our Group and succinctly sums up the aspirations of our stakeholders and employees. When we spoke to customers across the world, all of them without exception expressed a strong sense of optimism about the future and shared a common desire to Rise, to succeed and create a better future for themselves, their families and their communities. We strongly believe that the Mahindra brand epitomizes what our customers want – a company that empowers them to Rise,” said Mr. Ruzbeh Irani, Executive Vice President - Corporate Strategy, Chief Brand Officer - Mahindra Group and Member of the Group Executive Board.

The Group today unveiled the new brand position and the new Core Purpose:

We will challenge conventional thinking and innovatively use all our resources to drive positive change in the lives of our stakeholders and communities across the world, to enable them to Rise.

The spirit of Rise is based on the following three Brand Pillars:

  Accepting No Limits

  Alternative Thinking

  Driving Positive Change

Implicit in the Rise message is the belief that anything is possible, that we can achieve whatever we set our minds to. It seeks to unite the Mahindra workforce as a group of passionate individuals and unconventional thinkers who create world-class offerings and aspire to greatness.

At the core of the Rise philosophy is the customer. Mahindra believes that its actions, innovations, products and services empower the customer to overcome his own challenges, exploit his ingenuity and shape his own destiny. Everything we do centres around enabling the customer to Rise.

Mahindra Navistar full range by FY 2011-12

Smooth Drive: Mahindra Navistar has so far registered sales volumes of about 300 units from its medium and heavy trucks

Mahindra Navistar Automotives (MNAL), a 51:49 commercial vehicle joint venture between Mahindra & Mahindra and US-based Navistar Inc, is set to focus on developing strong business fundamentals in next few months. The company also hopes to offer full range of medium and heavy commercial vehicles by financial year 2011-12.

The company started sales of its medium and heavy commercial vehicles (M & HCV) from October 2010 and has so far registered sales volume of about 300 units. “Our focus over the next 3-4 months will be on activities such as getting the product accepted among customers, presenting advantages and benefits of our special offerings such as anywhere, anytime on-road assistance plan, among other things,” Rakesh Kalra, managing director, MNAL said during a launch in Chennai.

“Our product acceptance campaign is already on across several dealership outlets as we are ramping up our dealer and service outlets to more locations,” he added.

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We are performance, not price, players: Mahindra Navistar

Riding on performance: Mr Rakesh Kalra (left), Managing Director, Mahindra Navistar Automotives Ltd, and Mr Nalin Mehta, COO, at the launch of MN 25 and MN 31 heavy trucks in Chennai on Monday Chennai, Jan. 24 Mahindra Navistar Automotive is not a “price player”, but a performance player, says Mr Nalin Mehta, Chief Operating Officer of the company. The company, a joint venture of Mahindra & Mahindra and Navistar of the US, today launched two trucks — MN 25 and MN 31 — in Chennai, priced at Rs 15.55 lakh and Rs 18.94 lakh. While these are “aggressive prices”, the company would like to position itself as one that will provide its customers good economics of ownership, he said addressing a press conference here. Asked if Mahindra Navistar was not at a disadvantage over truck companies that have plants in States such as Uttarakhand, where manufacturing is incentivised with tax exemptions, Mr Mehta said Mahindra Navistar's plant at Chakan, Maharashtra, too enjoyed comparable fiscal benefits. Mr Rakesh Kalra, Managing Director, Mahindra Navistar Automotive, said the company would complete the launch of its heavy duty range of trucks in 2011-12. These include tractor trailers and tippers of 40 tonnes and 49 tonnes vehicle-weight. Click here to read more

Riding on performance: Mr Rakesh Kalra (left), Managing Director, Mahindra Navistar Automotives Ltd, and Mr Nalin Mehta, COO, at the launch of MN 25 and MN 31 heavy trucks in Chennai on Monday

Chennai, Jan. 24

Mahindra Navistar Automotive is not a “price player”, but a performance player, says Mr Nalin Mehta, Chief Operating Officer of the company.

The company, a joint venture of Mahindra & Mahindra and Navistar of the US, today launched two trucks — MN 25 and MN 31 — in Chennai, priced at Rs 15.55 lakh and Rs 18.94 lakh. While these are “aggressive prices”, the company would like to position itself as one that will provide its customers good economics of ownership, he said addressing a press conference here.

Asked if Mahindra Navistar was not at a disadvantage over truck companies that have plants in States such as Uttarakhand, where manufacturing is incentivised with tax exemptions, Mr Mehta said Mahindra Navistar's plant at Chakan, Maharashtra, too enjoyed comparable fiscal benefits.

Mr Rakesh Kalra, Managing Director, Mahindra Navistar Automotive, said the company would complete the launch of its heavy duty range of trucks in 2011-12. These include tractor trailers and tippers of 40 tonnes and 49 tonnes vehicle-weight.

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Riding on performance: Mr Rakesh Kalra (left), Managing Director, Mahindra Navistar Automotives Ltd, and Mr Nalin Mehta, COO, at the launch of MN 25 and MN 31 heavy trucks in Chennai on Monday

Mahindra Navistar, Out Now!

The new benchmarks have come to the showroom. And with that, merely OK performance has come to a dead end. Powered by Maxxforce 7.2 engine, the MN 25 and MN 31 have been tailor-made for the needs of Indian Trucking.

The Mahindra Navistar truck interiors have been specially designed by their US partner Navistar to provide comfort to the driver at all times. The exteriors have been designed keeping in mind the conditions of our Indian roads. On the robust chassis, which is about 20% stronger than the competition, rests the rugged and sturdy aggregates. The front axle is unique with a wider cross section and larger bearing sizes for longevity of the aggregates. The rear axle is also heavy duty for ensuring less wear and tear, even at higher torques. To top it all, it comes with the MAXXFORCE, a world-class engine, customised for domestic use.  This engine has proven its sturdiness over tests which ran over a total of 25000 hrs and 1 million kms.

Add to this, the assurance of unparalleled service spares and support anywhere, anytime, and it’s easy to understand why OK will no longer be OK. 

 For more details log on to: www.mahindranavistar.com

Mahindra sponsored Life Line Express project concludes successfully in Farrukhabad, Uttar Pradesh

1823 beneficiaries treated in 21 days

Farrukhabad, December 11, 2010: The Mahindra sponsored Life Line Express project successfully concluded in Farrukhabad, Uttar Pradesh today. Mr. Salman Khurshid, Hon. Minister for Corporate Affairs and Minority Affairs, was the Chief Guest at the closing ceremony. Other dignitaries present included Mrs. Louise Khurshid, Chairperson of the Dr. Zakir Husain Memorial Trust, Mr. Rajeev Dubey, President (Group HR & After-Market) and Chairman of the CSR Council, Mahindra Group and Col. R.S. Vishwen, COO of the Lifeline Express Project.

Left to Right: Mr. Salman Khurshid, Hon. Minister for Corporate Affairs and Minority Affairs, Mr. Rajeev Dubey, President (Group HR & After-Market) and Chairman of the CSR Council, Mahindra Group & Mrs. Louise Khurshid, Chairperson of the Dr. Zakir Husain Memorial Trust at the closing ceremony of the Life Line Express Project in Farrukhabad

The project was inaugurated on November 19, 2010 and has treated 1823 patients in a span of 21 days. Conditions treated included operable orthopaedic disabilities (post polio deformities), hearing related disorders, cleft lip, dental and eye related operable disabilities.

“I would like to thank Mahindra for bringing this excellent initiative to Farrukhabad. The Life Line Express has made a significant difference in the lives of those suffering from avoidable disablement in this region. These kinds of initiatives are possible when the private sector joins hands with the public sector, when they want to share the pain of the people,” said Mr. Khurshid.

“Mahindra is thankful to everyone specially, Mr. Salman Khurshid, Dr. Zakir Husain Memorial Trust and Major S. Singh college for giving us the opportunity to conduct the camp in Farrukhabad.” said Mr. Dubey.

The Lifeline Express, the world’s first hospital on rails, is an initiative against avoidable disablement. Avoidable disablement has been on the national agenda for decades, highlighted by the suffering of those in rural India where medical services are scarce or nonexistent.

The Impact India Foundation launched this project in 1991. The Life Line Express offers medical and surgical interventions to the differently abled in remote areas, free of cost. The train consists of five fully air-conditioned coaches, equipped with the most modern medical apparatus.

This is the fourth time Mahindra has lent support to the Life Line Express project. In 2007, the company’s Farm Equipment Sector helped bring the train to Rudrapur, while in 2008, the Automotive Sector and Mahindra Finance sponsored the project in Rangia, Assam. In January 2010, the Farm Equipment Sector and Mahindra Finance joined hands to bring the Train of Hope to Wardha in Maharashtra.

Mahindra & Mahindra Limited, Dr. Zakir Husain Memorial Trust, Farrukhabad, Impact India Foundation and Major S. D. Singh Medical College and Hospital, Fatehgarh have come together to support this initiative. The medical and paramedical staff from Major S. D. Singh Medical College and Hospital, Fatehgarh also volunteered their services for this humanitarian cause.
 
Details of surgeries performed aboard the Life Line Express:

[Type of Surgery: No of Surgeries]

• Cleft Lip: 34
• Ear – Deafness: 70
• Paralytic below waist causing Polio: 30
• Dental Treatment: 934
• Eye – Cataract: 510

Government of India donates 500 Mahindra tractors to Government of Sri Lanka

Mr. Basil Rajapaksha, Minister of Economic development, Sri Lanka tries his hand at the wheel of a Mahindra tractor

November 16, 2010, Mumbai: The Government of India recently donated 500 Mahindra tractors to the Government of Sri Lanka to help the rural population in North Sri Lanka. M/s DIMO, the Mahindra dealer in Sri Lanka, was awarded the contract for supply of these tractors.

The first batch of 52 tractors out of the total order of 500 was handed over by HE, Mr. Ashok K. Kantha, the High Commissioner of India in Colombo to Mr. Basil Rajapaksha, Minister of Economic development, Sri Lanka. The ceremony was attended by Hon. Rishad Bathiyudeen, Minister of Industry and Commerce, Hon. Dogulas Devananda, Minister of Traditional Industries and Small Enterprises Development and Major General (Retd.) G. A. Chandrasiri, Governor of Northern Province.  All the tractors come with a complete set of farm implements, namely, 9 Tine Tiller, Rotovator, two furrow Disc Plough and cage wheel.

“We are delighted that the Government of India has chosen to donate Mahindra tractors to the Government of Sri Lanka. The Mahindra Group has a long and enduring association with Sri Lanka which is an important market for us and this is our way of helping in the nation building process,” said Mr. P. N. Shah, Chief Executive, International Operations, Automotive and Farm Sector.

Mahindra has already established a base for itself in Sri Lanka where it has been selling its range of tractors and utility vehicles for over a decade. The Group now plans to further consolidate its presence by foraying into the hospitality and finance sectors.

Mahindra tractor models 575 DI and the 605 are very popular in Sri Lanka. Future plans include a focus on expanding the range, offering agricultural implements along with tractors and increasing the service network to serve customers better.

Horn OK Please: A History

One theory says that 'Horn OK Please' resembles three modes in which a vehicle following another vehicle should interact. The first mode is HORN, if the following vehicle wants to overtake a vehicle ahead of it from the left side then horn should be blown. This way the leading vehicle gets knowledge about the speeding vehicle and does not make a sudden left turn. The second mode is that of OK, if the following vehicle is exactly behind a vehicle, OK denotes that the vehicle which is leading has no problem about the following vehicle and thus middle name is OK. The third and final mode is that of PLEASE, in which the vehicle leading notifies the following vehicle that if it intends to overtake from the right side then it can with no objections.

Another theory goes, that The Tata Oil Mills Co. Ltd. (TOMCO), unveiled an economy detergent powder called OK. This brand had a symbol in a shape of a lotus flower. To market this detergent better, it is believed that the symbols were painted on trucks and Lorries. Since the trucks had ‘Horn Please’ already painted on the left and right edges of the back flap, the lotus flower symbol and OK was painted in the center of the flap. That's what got OK in between Horn Please, making it 'Horn Ok Please'. Moving with time, it became a tradition for truck drivers and owners to paint their trucks in such a fashion.
The most verifiable theory that we have explored is that the phrase wasn’t always a mere decorative whim of indulgent truck drivers. It originated as a serious cautionary indication during the World War II. Kerosene fueled trucks were used then for movement of troops. Highly unstable in nature, the kerosene would cause trucks to explode at the slightest accident. Hence, it was painted on, ‘Horn Please.On Kerosene’.
Do you have any other exciting theory about the origin of this term? Please share it with us here on our blog.