MAHINDRA BUILDS THREE THINGS
PRODUCTS, SERVICES, AND POSSIBILITIES.
We are many companies united by a common purpose—to enable people to Rise. We operate in the key industries that drive economic growth, enjoying a leadership position in utility vehicles, information technology, tractors, and vacation ownership. We have a growing presence in the automotive industry, aerospace, aftermarket, components, consulting services, defense, energy, financial services, logistics, real estate, retail, and two wheelers. A US $16.5 billion multinational group based in Mumbai, India, we are more than 180,000 people in over 100 countries.
Our motivation to give our best every day comes from our 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.
"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."
-Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group
Mahindra was the only Indian company among the top tractor brands in the world. While the individual companies in the Mahindra Group had their own mission statements, the Group as a whole did not have one. So according to the company, for this it had a core purpose. As Mahindra expanded globally, it was not able to connect its existing core purpose and positioning statement to the global arena and across the businesses that had been developed at the time India got its Independence in 1947. So Mahindra decided to revisit its core purpose and positioning statement in a bid to unify all its businesses. As a part of it, it developed a new tagline "Rise" in keeping with its global ambition. Mahindra started embedding 'Rise' through certain changes internally as well as externally so as to reach all the stakeholders. But the challenge before the top management team was to ensure that Rise would be embedded throughout the Group rather than ending up as a flavour-of-the-month exercise.