ISSUE 1, 2013 ISSUE 1, 2013 WHAT’S INSIDE? Mahindra e2o Launched: Set to Redefine the Future of Mobility World Class Tractor Plant Inaugurated in Andhra Pradesh MSSSPL’s Golden Journey Of 50 Years 8th Annual Mahindra Excellence in Theatre Awards Announced Special Feature: The Mahindra Institute of Quality Mahindra Everyday 1 ISSUE 1, 2013 CONTENTS CULTURAL COVER STORY 04 OUTREACH 35 Mahindra USA’s exciting and eventful On the art and culture front, initiatives story of growth and success, from showcased old world culture, the world’s 1994 to date. best guitar and music talent, excellence in theatre and more. INTERNATIONAL AWARDS FOR OPERATIONS 11 EXCELLENCE 40 The Mahindra Group’s international A spectrum of awards, including the action stretched from Serbia to Sri first Mahindra Sustainability awards Lanka, South Africa and elsewhere recognising diverse sustainability around the globe. initiatives, was recently presented. SECTOR BRIEFS 13 SUSTAINABILITY 47 As ever there was plenty happening Efforts and initiatives towards across sectors and in all spheres of preserving, safeguarding and sustaining action – new plants, new products, our planet and its precious resources. distinguished visitors, certifications and celebrations. Please write in to [email protected] to give feedback on this issue. ME TEAM Associate Editors: Zarina Hodiwalla, Darius Lam Soumi Rao Chandrika Rodrigues Col. Abhijit Dasgupta AS, Kandivli MLDL Mahindra Management Dev. Center Asha Sabharwal Stella Rozario AS, Nashik MTWL Santosh Tandav Mahindra Partners Shirish Kulkarni Pradeep Zoting AS, Igatpuri FES, Nagpur Vrinda Pisharody Tech Mahindra & K.P. Narsimha Rao Pavitra Kamdadai Mahindra Satyam AS, Zaheerabad MNEPL Rajeev Malik Venecia Paulose Martin Cisneros Preeti Nair MVML, Chakan Mahindra USA Mahindra Navistar Edited and Published by Roma Balwani Nitin Panday Swapnil Soudagar Pooja Thawrani for Mahindra & Mahindra Limited, Gateway Mahindra Swaraj Systech Mahindra Reva Building, Apollo Bunder, Mumbai 400 001. Purvi Ramanujam Charandeep Chawla Jitendra Sakpal Editorial and Design Consultants: Mahindra Intertrade Ltd. Sheetal Choksey MFCWL, Mumbai Corporate Communication Services Mahindra Finance Ravindra Kant Mayank Maini For employees of the Mahindra Group and for Rujuta Nadkarni B. Suresh MFCSL, Mumbai private external circulation only, through the FES, Kandivali Mahindra Consulting Mahindra Group. Engineers 2 ISSUE 1, 2013 EDITORIAL Mahindra USA, which sells farm equipment in the US and Canada, reported its highest ever market share and retail sales during the year ended March 2013 – a truly inspiring Rise story for all of us. ME spoke to key executives at MUSA and the Mahindra Group to discover how the company used Alternative Thinking to achieve this remarkable performance. Dear Readers, Our cover story for this issue of ME is the remarkable growth and success of Mahindra USA which sells farm equipment in the US and Canada. The company reported its highest ever market share and retail sales during the year ended March 2013 – a truly inspiring Rise story for all of us. We spoke to key executives at MUSA and the Mahindra Group to discover how the company used Alternative Thinking to achieve this remarkable performance. We also have a feature story on the launch of our new electric vehicle – the lithium-ion battery powered Mahindra Reva e2o which was unveiled in New Delhi, in March this year. The e2o embodies the Mahindra Group’s vision of the Future of Mobility, which seeks to create an automotive eco-system that is Clean, Connected, Clever, Cost Effective and Convenient. Learn more about this remarkable and hi-tech vehicle on page 13. The ‘Trend Watch’ column highlights the Mahindra Group’s performance during the past financial year, during which our Automotive Sector grew strongly despite the challenges facing the Indian automotive market. Other highlights included the launch of our Korean brand Ssangyong’s debut model, the Rexton, in India, the unveiling of our new Visual Identity, Mahindra Racing winning the Constructors title at the Italian National Championship and our efforts in the area of sustainability. We also highlight the various domestic and global awards which the Mahindra Group has received in the past few months from leading media houses like NDTV Profit, Business Standard and the Financial Times. They are an acknowledgment of the Mahindra Group’s long-term vision, culture of innovation, ethical business practices and strong leadership talent. I hope you enjoy reading this issue. Please do share your feedback with us on how we can make it a more relevant and compelling read. Regards, 3 ISSUE 1, 2013 COVER STORY n 1994 Mahindra entered the US tractor market with competition. As Mani Iyer, President, Mahindra USA Inc., only two products – the 350 & 450 and big ambitions! says, there were three main reasons for the brand’s These two models were simple, rugged, no frills, two ultimate success in the US market. “We first established wheel drive models with Mahindra USA in Texas Iheavy duty India farming Cleo Franklin and which has the largest tractor requirements to be tested Mani Iyer at the market in the US, including Mahindra USA the Southwest and Southeast in the U.S. Indeed, the odds headquarters in seemed stacked against Texas. regions. Our tractors also the Indian tractor major came with the Mahindra as it was up against some legacy of tough, rugged formidable competition from and reliable products which more established players was largely underestimated which had been present in by competition. Perhaps the market for over 100 the biggest factor in our years. favour was the reliability & The brand was initially performance reputation we perceived by both dealers soon gained for selling reliable and customers as being a and dependable workhorses “lower quality” foreign made tractor that did not quite have which performed exceptionally in the field and were rarely the same quality as the industry majors. returned for repairs. We felt it was critical to establish Yet, the little red tractor maker from India soon ourselves as a company that prides itself on delivering demonstrated that it was more than a match for the a tractor that is simple, provides value and delights our customers based on the price/value proposition.” MUSA epitomises the spirit of Rise Building customer confidence and has used Alternative Thinking to grow from a niche player in the very competitive These factors soon translated into a healthy and growing US tractor market into the number 3 consumer base for the company, which deployed a player in its segment. The company has customer focused strategy. a strong management team with a clear “We built a solid reputation with the growing segment vision that would ensure MUSA’s continued of the market we refer to as the Rural Lifestyler or Hobby growth in the future, thanks to a strong product lineup Farmer. These customers are often first time tractor and a strong and dedicated dealer network. owners who use their tractors for less than 100 hours Dr. Pawan Goenka, President – Automotive and per year. However, they are price sensitive and require Farm Equipment Sectors & Chairman, Mahindra USA a tractor that is competitively priced, simple and easy to 4 ISSUE 1, 2013 COVER STORY use. Over the years, we have built a strong reputation with this segment and in the process increased our product The idea of Mahindra USA was offerings, expanded into higher horsepower segments, conceived in the early 1990s as a added Cab, HST, and 4WD offerings, increased our dealer part of Mahindra Group’s globalisation representation to over 400 locations and introduced our journey. The journey from 300 tractors to own finance company, Mahindra Finance USA (MFUSA) 10,000 tractors has been achieved with which was critical for our growth. These steps allowed us alternative thinking to take on established competition. to expand our offerings across North America into the We identified a niche in the large U.S. market amongst General Purpose Farm segment, Livestock Producers, hobby and sundown farmers, competing on cost and Hobby Farmers and Dairy Farmers – where we are steadily efficiency and now Mahindra USA is a recognised player growing today,” continues Mani. in the U.S. tractor industry. Today, MUSA is the No. 3 tractor manufacturer in Bharat Doshi, Executive Director & Group CFO the USA in the 0 - 80 HP (PTO) category and closed the fiscal year ended March 2013 with record billings and leading 97% customer satisfaction rating. This is a clear record retail sales, gaining over 2% points and delivering validation of the brand’s positioning - “Push more, Pull more its highest ever market and Lift more.” share in the US. The Perhaps nobody believes this as company was also ranked much as Janeth Tomlin, a loyal MUSA No. 2 in the 2013 North repeat customer who has appeared American Equipment Dealers in several of the company’s TV Association (NAEDA) Annual commercials. As she says, “You can Dealer/Manufacturer lift just about anything with that thing! Relations Survey for Overall It has never let me down. My dream Satisfaction, indicating a was to take care of my own land. high degree of customer Mahindra customer Shaun Without my Mahindra, I couldn’t have satisfaction. NAEDA is the Meadows - SSGT USAF Retired. done it.” A proud Mahindra owner For MUSA, the customer truly is apex dealer association in and part of Mahindra USA's the USA and Mahindra’s Customer's TV/PRINT campaign. King, or Queen in the case of Janeth. strong ranking has allowed Its consumer focused strategy them to surpass John Deere ensured extensive feedback on the Customer Janeth Tomlin, a on their home turf, which is company’s products and a robust, three- time Mahindra tractor an exceptional feat. owner and part of Mahindra aggressive internet campaign which Compared to the USA's Customer's TV/PRINT included a user-focussed website.