Mahindra unveils new brand position: 'Rise'

BANGALORE, INDIA: Mahindra Group, which includes Aero, Auto motive, IT (Tech Mahindra and Mahindra Satyam) has embarked on a new branding initiative. In its latest filing to the Bombay Stock Exchange (BSE), the company has announced to invest around Rs 120 cr over next three years for building brand position of 'Mahindra Rise' and the new core purpose.

Under this initiative, Mahindra Group seeks to communicate new face of the diversified federation of companies that posses one Brand voice and one core Purpose.

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“This is the first time Mahindra as a group, which spans from Aerospace to Automotive, farm to IT will communicate with one brand voice, one face and one 'Mahindra' core purpose,” a press statement released by the company to the stock exchange mentioned.

Anand Mahindra, vice chairman and managing director, Mahindra Group, said “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,”

“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.

The spirit of Rise is based on three brand pillar namely: Accepting no limits, Alternative thinking and Driving Positive Changes. The core purpose as defined in the statement is, “We will change conventional thinking and innovatively use all our resources to drive positive changes in the lives of our stakeholders and communities across the world to enable them Rise.”