History & Marketing Strategies of Mahindra Brand

Company Name: Mahindra & Mahindra

Founder: Malik Ghulam Muhammad, Kailash Chandra Mahindra, and Jagdish Chandra Mahindra 

Mahindra and Mahindra is an Indian multinational car manufacturing company and has its headquarters located in Mumbai, Maharashtra. The company was established in the year 1945 and now it is one of the biggest manufacturers of automobiles in India. Also, it is a part of the Mahindra Group which is an Indian conglomerate. The company acquired the 17th rank on the list of the top companies in India. 

The contenders of the company in the current Indian market are Maruti Suzuki and Tata Motors. Over a few years, the company has increased its interest in various new industries as well as in the foreign markets. Initially, they entered in the two-wheeler industry and instantly took over the Kinetic Motors in India. The company then kept on continuously increasing the business to beat other automobile manufacturing companies.

Beginning of the company

Mahindra and Mahindra primarily were set up as steel trading company during the year 1945 in Ludhiana as Mahindra and Mohammed by brothers Kailash Chandra Mahindra, Jagdish Chandra Mahindra and Malik Ghulam Mohammed. The current chairmen of Mahindra Group, Anand Mahindra is currently handling the company.

Right after independence, the company immediately changed its name to Mahindra and Mahindra. Later on, the company saw a chance of expanding the business opportunity in manufacturing the MUV’s with the approved license of Willy Jeep in India. After that, the company established itself as the Jeep manufacturers of India. Later on, the company indulged itself into the manufacturing of light commercial vehicles.

Presently the company has different car models and each of them is quite different from one another and with unique specifications. Due to its quality and good quality customer service, the company has gained overwhelming responses from the customers. It has a history of 74 years and within these years, Mahindra and Mahindra have tried their level best to upgrade their services to give importance to the priority of the customers.

Launch of the brand

Although the company was primarily into steel manufacturing, later on, it moved to manufacture vehicles and automobiles which gave it the real recognition. The company has an absolute global presence

The products of the company are extremely reliable and durable and the company has successfully maintained the quality of the products by keeping in mind the needs of the customers. This has immensely helped the brands in maintaining the consumer base.

At its first place, the company was not being able to capture the attention of the customers, but with proper media coverage and business strategies, Mahindra and Mahindra gained extreme popularity in the automobile industry. Gradually the company merged with Kinetic Motors in India. Mahindra and Mahindra too had stake control in the REVA Electric Car Company and finally took hold of Korea’s Ssang Yong Motor Company during the year 2011. During the year 2010-2011 Mahindra and Mahindra took a step in the market of Micro drip irrigation with the takeover of EPC Industries in Nashik.

During October 2014, the company got hold of the 51% of the controlling stake in the Peugeot Motorcycles Company. In the next year, Mahindra and Mahindra and Tech Mahindra due to a special reason bought 76.06 % share in Italian car designer Pininfarina Spa. 


Marketing strategies and reasons behind its success


  • Variation in the range of products

The company emphasized on the manufacturing of different car models by keeping in mind the preferences of the customers. Most of the customers search for varieties in the models as well as the features of the automobiles which can help the customers by giving better performance and improved facilities from the company as compared to the other automobile manufacturing companies.

It is true that there are various other car manufacturing companies such as Honda, Toyota, Nissan, and many other companies, hence the company launch its models as per the needs of the customers. 

The company gave significance to the better quality parts for structuring the cars. All models of the company are different from one another and its spectacular designs and sturdy models made it famous and trustworthy brand among the customers.


  • Priority on choice, quality, and budget

A lot of customers buy automobiles without having the exact knowledge on the different specifications and the current technologies which the companies use for the purpose of manufacturing its products. A lot of automobile companies have the tendency to sell their products without giving proper knowledge to the customers regarding the model they want to buy. Mahindra and Mahindra have always maintained its good image in this filed and respected the faith of the customers.

Customers expect best in class quality products as they are paying huge amounts for buying the product. This strategy of the company has helped in upholding the strengths, as a result, it has gained huge popularity.


  • Idea on market

Every customer these days are aware of the upcoming new and improved technologies which most of the companies use in manufacturing their products. In order to fulfill the increasing demand of the customers, the company has always tried to come up with variations in the car models and its features.

This strategy helped the company in winning the hearts of its customers as a result the company became famous among the people as well as in the automobile market.



The mind-blowing advertising and campaigning strategies brought outstanding results and immense success to the company. The campaigns brought about many familiar faces from the entertainment industry. They have taken various steps for the purpose of promoting the vehicles across the world. The company took help of the print as well as visual media to promote their company.

In the year 2011 Mahindra launched Kareena Kapoor Khan as the brand ambassador who is a popular face in the Bollywood industry. She became the brand ambassador for two-wheelers advertisement. This engaging campaign reflected the charming side of Kareena Kapoor while she enjoys her ride.


The model of Mahindra and Mahindra has gained immense popularity with time among the customers due to their needs. Every single model of the company has gained extreme popularity and the models are still in great demand.


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