‘Rise’ the new mantra of the Mahindra group

The phenomenon Mahindra as a group has become, courtesy to its mobile unit, the Mahindra and Mahindra, is now mulling to consolidate the gains that it had made over the years. Reports abound that Mahindra group is mulling to announce its new position, by branding it as ‘Rise’, in a bid to project a unitary umbrella for all segments it is in.

The group is contemplating to invest a whopping Rs 120 crores for the next three years in a bid to promote its brand, according to reports in the media. This undertaking is in tune with the global ambition of the Indian major and the varied nature of its diversified group of companies. The group  operates in sectors like farm equipment, automotive, aerospace, IT and logistics. It is their first attempt to communicate through a single brand, called ‘Rise’. Anand Mahindra, Managing Director and Vice-Chairman of Mahindra & Mahindra, was quoted as saying; ‘Rise’ is a vehicle on whose back Mahindra group wants to conquer the ever toughening global markets. He further indulged the idea behind the concept of ‘Rise’ is to enable to communicate with one brand voice. Mahindra group, two year before, had hired the services of New York based Strawberry Frog, a multinational advertising agency, in a quest to create an all-new brand position.

Mahindra which has been on an expansion drive in the past few years  with business expanding in new domains like IT after Satyam was acquired by Tech Mahindra in 2009. It also recently acquired Australia’s Aerostaff Australia and Gippsland Aeronautics for a worth of Rs 175 crores in a venture to make aircraft and its related component for the international.

No one could ever miss the shining jewel of Mahindra’s cap, Ssangyong Motor Company, which it recently acquired, a Korean auto maker. The green phenomenon called the ‘Reva’ has also been in the Mahindra fold ever since the auto major acquired majority stake.

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