Brand Mahindra Tractors Wins Two Awards at the RMAI Flame Awards Asia 2016 22
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Mahindra showcases its prowess at the 13th auto expo 2016 17 Brand Mahindra Tractors wins two awards at the RMAI Flame Awards Asia 2016 22 M&M is 1st Indian Company to join Global Initiative to increase energy productivity 37 ISSUE 1 • 2016 CONTENTS COVER STORY ME TEAM 2 GOING DIGITAL EDITOR The Mahindra Group’s digital transformation journey over the years and across KOEYLI JALUKA divisions. In the words of the people that are driving this phenomenon with their innovative initiatives. AUTOMOTIVE DIVISION Bonita Fernandes, Rajeev Malik and Anita Beri TREND NEWS 14 45 WATCH FARM DIVISION Priyanka Koijam, Shruti Chhabra and Updates across sectors, including Mahindra Electric, India’s first and only Phiruzi Kasad launches, initiatives, awards and electric automaker, rolls out the e2o, recognition. e-Verito and the e-Supro to provide TWO WHEELER solutions that aid futuristic mobility. Hemisha Raigaga FINANCIAL SERVICES Charandeep Chawla BUSINESS FOR CULTURALLY 46 GOOD 50 YOURS AFTER-MARKET Geethu Menon and Vikas Sachdeva At Mahindra & Mahindra in furthering our The performing arts came alive at the ‘Rise for Good’ philosophy, various entities Mahindra Excellence in Theatre Awards, MAHINDRA PARTNERS are proving to be vehicles of positive the Mahindra Blues Festival and the Gail Cutinha change in their respective communities. Mahindra Sanatkada Lucknow Festival held in 2016. Visual treat in store. INFRASTRUCTURE & REALTY Shalini Bhattacharya, Subrata Sengupta and Anurag Vijay FOREIGN 54 56 AFTER HOURS HOSPITALITY DESPATCH Priyadarshani Sharma Discover Serendipitous Sri Lanka through The official funny man of Mahindra, the eyes and heart of Mahindra’s Global Rahul Subramanian equates comedy INFORMATION TECHNOLOGY Recruit, Heshika Deegahawathura who to unlocking the puzzles of the mind Vrinda Pisharody captures and comments on all things and to just being himself. Read about Sri-Lankan. his insights on the world of stand-up AEROSPACE & DEFENCE comics and on being one. Sanjit Tiwari SUSTAINABILITY Priya Zutshi SOCIAL 59 60 VAIDY’S CORPORATE SOCIAL RESPONSIBILITY STATUS MUSINGS Tina D’Souza and Sharmila Subramaniam Tweets featuring the Mahindra Group from around the World Wide Web Edited and Published by Mahindra Group Communications for Mahindra & Mahindra Limited, Gateway Building, Apollo Bunder, Mumbai 400 001. Editorial and Design Consultants AICL Communications Limited ([email protected]) For employees of the Mahindra Group and for private external circulation only, through the Mahindra Group. Please write in with your feedback at [email protected] EDITORIAL Dear Readers, KOEYLI JALUKA I’m surrounded. “New and emerging” brings to mind EDITOR electronic vehicles - Arvind Matthew gives These guys are vying…clamouring for my an interesting perspective in Trend Watch. attention - Uber, Big Basket, Swiggy, Urban Rahul Subramaniam, Mahindra’s own Clap, Urban Ladder, Fitbit. And it occurs to home-grown comedian has us in splits me that my life is being run by the apps on in his interview in After Hours. Heshika my phone, on my wrist and on my mind! Love Deegahawathura is sure to get you feeling it or hate it, you sure cannot ignore the fact envious of his choice of abode and work in that digital has changed life as we know it. Foreign Despatch. Life at Mahindra is changing thus – we’re Industry Spotlight is on Culture – a panorama going digital in the way we think, behave of the festivals Mahindra hosts in different and do business. Going digital is enabling parts of India. Doing good reflects on the customer centricity, transforming our business that we do – the photo story on processes, driving simplicity and helping us Rise in Business is an awakening. foray into new and dynamic businesses. The cover story captures the journey of several I round off this issue with News from all our of our businesses as they traverse the digital sectors and Vaidy’s inimitable humour. path. Automotive, Farm Equipment, Holidays, Financial Services have all embraced digitization with ardour. SmartShift, Happy reading! TRRINGO and Carworkz are showing us what digitization can do in creating disruptively innovative business models. Koeyli Jaluka COVER STORY “THE TIMES, THEY ARE A CHANGIN” – BOB DYLAN THESE SET OF WORDS STRUNG TOGETHER HAVE NEVER BEEN MORE FITTING THAN THEY ARE TODAY. THE TIME FOR ORGANISATIONS TO REFLECT ON THE WAY THEY DO BUSINESS HAS ARRIVED. DIGITISATION IS THE NEW IMPERATIVE AND WITH IT HAS COME THE NEED FOR CHANGE. THE RAPID INCREASE IN NEW PLATFORMS AND DEVICES IS DRIVING THE SCOPE AND SCALE OF THIS DIGITAL TRANSFORMATION. 02 ISSUE 1 • 2016 – BY KOEYLI JALUKA At Mahindra we are undergoing this is enabling the Mahindra Group to transition backed by technologies like become a customer-centric organisation Blockchain, Big Data Analytics, the focussed on enhancing customer Internet of Things (IoT), Augmented value. This is being achieved through Reality and Virtual Reality forming process simplification, foraying into the bases of many a platforms and newer businesses and building shared initiatives within the Group’s subsidiaries. economies in the interest of consumers. In keeping with the times, digitisation 03 “WE WANT TO LEVERAGE DIGITAL TECHNOLOGY WITH OUR ASPIRATION TO BE THE QUICKEST IN THE INDUSTRY TO DELIVER ON CUSTOMER NEEDS.” – ANISH SHAH GROUP PRESIDENT, STRATEGY Anish Shah, Group President (Strategy) large extent, about business models. sides; the direction in which the business elucidates Mahindra Group’s approach Traditional business models made wants to head from a results standpoint to the process of digitisation – “The money by creating and selling products. and how digital transformation can help first part involves customer ease with However in digitally-enabled models, them achieve those results; while also a user friendly website, applications, especially those formed around the addressing the needs of their customers. interactive options on social media and shared economy concept, existing other online platforms. The second part assets are being used and rented out. Digital in many ways travels a lot further. includes identifying customer segments, Thus the way in which the business It reaches the layer where digital understanding their needs and seeking earns its money is very different. products are created. E-commerce is solutions. This is accomplished by Customers prefer this model because one such example representing the transforming our processes and it gives them more flexibility, choice, and digitisation of retail. Digitising processes businesses in a significant manner more services.” makes them far simpler and faster wherein digital becomes delightful for with the use of technology and enabled the customer. This involves tapping With several decades of digital devices. Thus every business in the group into the world they live in, devices they entrepreneurial experience under is rethinking their existing processes interact with, the way they communicate his belt, Jaspreet Bindra, Senior and strategies. Many of our leaders are their expectations, their need for Vice President, Digital Innovation & rethinking the business model itself.” information and their turnaround E-Commerce, Group Strategy Office, times. The business has to adapt to describes the how and why of digital at Challenging yet exciting times lie ahead consumers and thus go digital. the Mahindra Group - “We are trying to for the Strategy Group. work very closely with businesses. They The third part is playing in the digital own the transformation and we are space with new age start-ups that the catalysts, facilitators and experts the Mahindra Group has created and working closely with them, as part of fostered. In this context digital is, to a their teams. We approach it from both “WE ARE TRYING TO WORK VERY CLOSELY WITH BUSINESSES. THEY OWN THE TRANSFORMATION AND WE ARE THE CATALYSTS, FACILITATORS AND EXPERTS WORKING CLOSELY WITH THEM, AS PART OF THEIR TEAMS. WE APPROACH IT FROM BOTH SIDES; THE DIRECTION IN WHICH THE BUSINESS WANTS TO HEAD FROM A RESULTS STANDPOINT WHILE ALSO ADDRESSING THE NEEDS OF THEIR CUSTOMERS.” – JASPREET BINDRA SENIOR VICE-PRESIDENT, DIGITAL INNOVATION & E-COMMERCE, GROUP STRATEGY OFFICE 04 ISSUE 1 • 2016 LEADING THE INDUSTRY IN LEVERAGING DIGITAL TO ENHANCE MARKETING & SALES IN THE AUTO DIVISION In the marketing of products and M&M DIGITAL STORY 2.0 services, digital interfaces have Consumers have evolved. The new-age always been more effective in building buyer has multiple options available engagement and connection with on call, at their fingertips to make an potential consumers. The marketing informed choice. They do not depend on teams at Mahindra Group were early product communication alone but peer movers in the digital journey. Veejay reviews and user experiences are also Nakra, Senior Vice-President, Sales & widely available as influencers. They are Customer Care, Automotive Division not only spoilt for choice, but expect to be recalls, “It all goes back to 2011. The served “right here, right now”, more as year in which Mahindra Group entered the norm and not as exception. the real high-end SUV category for the first time, with the launch of the XUV Our Digital Strategy 2.0 covers all the 500. That is when we endeavoured to customer touchpoints in the sales and formulate and execute a digital strategy.” service process and also capability development of the field force through For the launch of the XUV 500, we cutting edge digital tools like Google Glass. leveraged technology to tell the product story through its USPs. The digital PRE-SALES interface was interactive and allowed SUVERANCE is a new website that we our consultants to tell the product story have built to aid customers who are in to potential customers based on their their pre-purchase research phase. It tastes and preferences. is a one-stop destination for all possible buyer queries and seeks to alleviate the Nearly 70% of our dealers’ sales force pain of research for the customer. Its key in the field today are equipped with experience elements are: 8,500 tablets and 800 kiosks to be • Collaborative Exploration – able to effectively communicate product Leveraging the power of social attributes and customise their pitch.