IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW ISSUE 4, 2012 IS NOW WHAT’SIS NOW INSIDE?IS NOW IS NOW IS NOW IS NOW A closer look at the Mahindra Group’s dynamic new visual identity IS NOW Swaraj Division’sIS N OWPlans for Building onI SIts SuccessNOW IS NOW IS NOW IS NOW Quanto and SsangYong Rexton launched Mahindra Logistics Clears Indian Airforce Simulator IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW A Spectrum of Awards for Excellence Mahindra Everyday IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW ISIS NOWNOWIS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW 1 IS NOW IS NOW IS NOW IS NOW IS NOW IS NOW ISSUE 4, 2012 CONTENTS AWARDS FOR COVER STORY 04 EXCELLENCE 43 The Mahindra Group has adopted a Mahindra Group companies notched up sleek new visual identity. ME takes a an array of prestigious awards and closer look at the rationale behind this accolades, both on the domestic front change and the different elements of and in the international arena. the new identity. SPECIAL FEATURE 08 SUSTAINABILITY 57 Harish Chavan, COO, Swaraj Division, The first Mahindra Sustainability provides an insight to his Division awards, instituted to recognise the di- winning the coveted Deming Prize and verse sustainability initiatives across the outlines future plans. Group, were recently presented. CORPORATE SOCIAL SECTOR BRIEFS 13 RESPONSIBILITY 59 The past few months have witnessed Mahindra teams at all levels, across new launches, innovative initiatives, the country, reached out to the less international forays and much more… at fortunate through a series of caring M&M Group companies country-wide. initiatives. Please write in to [email protected] to give feedback on this issue. ME TEAM Associate Editors: Zarina Hodiwalla, Darius Lam Soumi Rao Chandrika Rodrigues Charandeep Chawla Pooja Thawrani AS, Kandivli MLDL Sheetal Choksey Mahindra Reva Mahindra Finance Asha Sabharwal Stella Rozario Jitendra Sakpal AS, Nashik MTWL B. Suresh MFCWL, Mumbai Mahindra Consulting Cdr. Arvind Bansode Pradeep Zoting Mayank Maini Engineers AS, Igatpuri FES, Nagpur MFCSL, Mumbai Col. Abhijit Dasgupta K.P. Narsimha Rao Pavitra Kamdadai Mahindra Management AS, Zaheerabad MNEPL Dev. Center Venecia Paulose Martin Cisneros Santosh Tandav MVML, Chakan Mahindra USA Mahindra Partners Edited and Published by Roma Balwani Nitin Panday Sabine Vogel (née Reeb) Vrinda Pisharody for Mahindra & Mahindra Limited, Gateway Mahindra Swaraj Mahindra Forgings, Tech Mahindra & Building, Apollo Bunder, Mumbai 400 001. Purvi Ramanujam Europe Mahindra Satyam Editorial and Design Consultants: Mahindra Intertrade Ltd. Danvir Kaur Rajeev Malik Corporate Communication Services Ravindra Kant Systech Preeti Nair For employees of the Mahindra Group and for Rujuta Nadkarni Mahindra Navistar private external circulation only, through the FES, Kandivali Mahindra Group. 2 ISSUE 4, 2012 EDITORIAL The new and unique, hand drawn Mahindra word mark is contemporary, edgy and sleek, reflecting our Group’s growth, diversity and increasingly global attitude. It also reflects our desire to shape the future, while retaining our core values of dependability, reliability and warmth that have been a hallmark of the Mahindra brand for over six decades. Dear Readers, Let me start by wishing each of you a very happy, peaceful and prosperous 2013. Just before turning to this page, I am sure you noticed something different about this issue of ME! That’s right, it’s the very first issue of our newsletter to feature the Mahindra Group’s new word mark and visual identity. The new and unique hand drawn word mark is contemporary, edgy and sleek, reflecting our Group’s growth, diversity and increasingly global attitude. It also reflects our desire to shape the future, while retaining our core values of dependability, reliability and warmth that have been hallmarks of the Mahindra brand for over six decades. This word mark is accompanied by a new visual identity, which will provide a uniform look to businesses across the Group. Our cover story documents the journey to the new visual identity, the rationale for making this change and how it would be implemented across the Mahindra Group. In keeping with our Rise philosophy, our Special Feature on the Swaraj Division shows how this company pulled off a very successful turnaround after having been acquired by Mahindra back in 2007. In fact, with revenues crossing the Rs. 3,000 crore mark and 4 per cent growth in market share over the past five years, the turnaround has become something of a case study in transformation. The icing on the cake came when Swaraj recently won the prestigious Deming Prize which represents the gold standard in the world of quality. We also introduce a new column by ME’s Associate Editor, Darius Lam, who is an automotive industry expert. This column will look at new trends and developments in the automotive sector in India and around the world. For the first column, Darius draws on his extensive experience in the industry to analyse the reasons behind the growing preference for Sports Utility Vehicles in the Indian passenger car market. The year-end was busy for all sectors and companies across the Group, as they launched new products and services and picked up several awards and accolades along the way. The Quanto, our eagerly awaited compact SUV and the SsangYong Rexton luxury SUV were both launched to an enthusiastic response in Mumbai. Meanwhile in a major achievement for Indian motorsports, Mahindra Racing created history by winning the 2012 ‘Constructors Title’ in the 125GP class at the Italian Motorcycle Racing Championship. Other milestones include a Platinum Rating for Mahindra Reva’s ‘Green’ manufacturing facility in Bengaluru and Mahindra South Africa being identified as the fastest growing automotive brand in South Africa. I’m sure that all of you will enjoy reading this issue and we look forward to your valuable feedback, as always. Regards, 03 ISSUE 4, 2012 COVER STORY The start of 2013 saw the Mahindra The Dynamic Group adopt a sleek new visual identity that better reflects its rapid growth, New Mahindra increasing diversity and expanding global presence. We take a closer look at the Visual Identity rationale behind this change and the different elements of the new identity. rom the unpaved, kuccha roads of pre-independence Now, we welcome 2013 with a stylish and contemporary India to the gleaming high rises of 21st century new word mark, accompanied by a fresh visual identity. India, the Mahindra Group has traversed a long This new identity symbolises a Mahindra that spans Fpath along its journey from being a jeep and tractor multiple industries and manufacturer to a USD 15.9 billion diversified federation of geographies while companies with a growing global footprint. aspiring to greater heights. Over the past six decades, as the Group has evolved to keep pace with a changing India, so has its logo and visual identity. From our original red and yellow logo within a ‘wheel’, we moved on to the ‘Millennium Logo’ at the turn of this century, to reinforce So, what was the rationale behind our image as an this latest redesign? innovative, dynamic and forward looking organisation. Its modern design conveyed an impression of the ‘road ahead’ which was symbolic of “Our word mark, which is the way ‘Mahindra’ is written, beckoning new horizons. has remained unchanged for the last 12 years. However, Later, ‘Rise’ became an integral part of the Mahindra logo to our Group has grown tremendously in the same period,” help communicate this new positioning of the Mahindra brand. says S.P. Shukla, President – Group Strategy and Chief 04 ISSUE 4, 2012 COVER STORY Anand Mahindra, Chairman & MD, Mahinda Group, with S.P. Shukla, President – Group Strategy and Chief Brand Officer, Mahindra Group and Member of the Group Executive Board, in front of the Mahindra Group’s new word mark. Brand Officer, Mahindra Group and Member of the Group Executive Board. “From an auto manufacturer with a largely domestic presence, we have forayed into new businesses and geographies. Our products and services cover a wide range of industries, from manufacturing and IT to hospitality, retail and finance. So you could say that the Mahindra Group has undergone a complete metamorphosis in the last decade. This marked shift is also seen in our employees who have become much more global in their outlook and have eagerly adopted the Rise philosophy. They look to the future with optimism and a positive attitude, while striving to do things that make a positive difference. Keeping this in mind, the Group needed a new word mark to better reflect these changes in our business.” Mahindra went to Landor, a leading global brand consulting firm, for designing a new word mark. The brief was remarkably simple – create a contemporary design that would reflect a Mahindra that is transforming in order to take on future challenges. 05 ISSUE 4, 2012 COVER STORY Landor presented several options which were shared with company logo or ‘marque’ so they can be easily identified the Marketing Council, following which a few designs were by the public.