Being at this intersection of change, we bear a huge responsibility because change, when not harnessed effectively, can increase inequality among people and affect vulnerable groups. With major transformative forces underway, this is also the time when people are largely reliant on businesses to fulfil their needs and expectations towards a better world and a promising future. Businesses play a crucial role in paving an equitable world by rejigging their purpose to be relevant for the times we live in. Today, businesses are expected to create value and drive positive change in the lives of their consumers and enable them to rise as they expand.
With the core philosophy of challenging conventional thinking and innovatively using resources to drive positive change, Mahindra is one of the global brands that has been working towards an equitable world. Ever since its inception in 1945, the company has adhered to its ‘Rise’ philosophy that enables it to design products that are future-ready and create value for an equal world. Mahindra believes that it is only by driving positive change in the life of its community that it can truly rise as a business. Mahindra’s Rise philosophy declares who they are, how they operate, what they believe in and where they want to be.
As one of India’s most admired corporations with businesses in over 100 countries, the Mahindra Group also recognises the tectonic shifts that the world has been experiencing of late. Climate change, technological innovations, the need for inclusive growth, and representation among others are redefining the way we live, and as a future-forward company, Mahindra is refreshing its ‘Rise’ messaging to make it more relevant for the world we live in.
Its latest campaign #TogetherWeRise lends a modern-day voice to its 77-year-old legacy of values and Mahindra’s unwavering belief that whatever is good for the world, is good for business.
In fact, the #TogetherWeRise messaging is also a clarion call for every business to look inward and enable the ‘Businesses for the Future’ to serve the ‘Consumers of the Future’ with the larger goal of making the world a better place for all.
Mahindra’s renewed ‘Rise’ philosophy is beautifully captured in a brand film which highlights what the citizens of the future want from businesses. The film is narrated by young children and gives voice to their expectations from brands to create an equitable world. With this, it puts the spotlight on an array of social issues that the world is facing together.
Today, businesses are expected to be aware of the mega-shifts occurring around the world. Mahindra’s #TogetherWeRise philosophy acknowledges the changing world and has adopted three pivotal pillars to enable itself into a ‘Businesses for the Future’ to serve the ‘Consumers of the Future’. Its three-point agenda is to ‘Rise’ – for a more equal world, to be future-ready, and to create value.
Let’s take a look at how Mahindra incorporates these three pillars in its business.
Rise for a more equal world
Modern day consumers hold businesses accountable for their responsibilities to their community and society at large beyond their products or services. This why one of Mahindra’s core tenet in the #TogetherWeRise philosophy is to pay heed to two of the biggest global concerns that businesses should pay heed to- climate change and inclusivity.
Mahindra strives to ‘Rise’ against climate change and preserve our environment. Its pursuit to take the planet positive route is leading to new green business endeavours and systematically transforming old practices. The entire Mahindra Group is committed to becoming Carbon Neutral by 2040 and are water positive at the group level. It is also one of the first companies in India which is taking a lot of steps in the environment front. It is the first company to sign the global corporate energy efficiency initiative EP100 and adopt a carbon pricing model. Further, Mahindra’s Igatpuri plant also stands out as India’s 1st carbon neutral and Zero Waste to Landfill factory.
Its focus on renewable energy reflects in the founding of CERO, a Mahindra Group company, which is India’s first authorised vehicle recycler. In the year 2022 alone, CERO recycled over 4000 vehicles in the country. In 2022, Mahindra also booked a 55% increase in renewable energy consumption to reach 12% cumulative RE share in its electricity power mix. Mahindra’s goal now is to touch 40% cumulative RE share in the coming year on account of a captive 60 MWp solar power plant. On the global renewable front, Mahindra Ag North America’s (MAgNA) Houston facilities switched to 100% renewable energy recently. Mahindra Lifespace Developers Ltd, the real estate and infrastructure development arm of the Mahindra Group, announced the launch of India’s first Net Zero Energy residential project Mahindra Eden in Bengaluru.
Mahindra has been successfully executing its brand philosophy in terms of auto and components as well. In 2020, Mahindra Heavy Engines was the first Indian company to be featured at EP100 in 2020. It was also the first Indian ‘automobile and components’ company to be included in the world index of DJSI for the 2nd consecutive year.
As raised beautifully in the #TogetherWeRise brand film, an ideal world is one where we are able to see the world with an ungendered lens. As an equal opportunities employer, Mahindra understands the importance of diversity in the workplace and fosters an inclusive environment.
Mahindra Logistics has drawn up an inclusive policy to hire more women, members of the LGBTQIA community, veterans and persons with disability (PwD).
On the auto side, Mahindra has an impressive representation of women on the shop floor. Women managers and teams have worked on XUV700 and Scorpio-N projects. It also has dedicated assembly lines helmed by women employees at its Swaraj Tractor Plant. More than 70 women successfully work on the shop floor of Swaraj Tractors. Mahindra is also the first automotive company to have launched all-women dealerships, the first of which is in Delhi NCR. It is also the first to launch an all-women automobile service workshop in Jaipur. Mahindra & Mahindra’s Chakan plant paint shop is mostly helmed by women associates and managers.
It has designed several CSR projects across the country to support women. In the last fiscal year, Mahindra supported 1.5 lakh girls under the Nanhi Kali project. The total beneficiaries since the inception of the program are over 5 lakh girls. Under Project Prerna, a Mahindra initiative aimed to support and empower Indian women in agriculture, 20,000 women farmers are empowered. Mahindra’s partnership with ‘Bill & Melinda Gates Foundation’ marks a significant step towards achieving Mahindra Group’s ESG commitment of impacting one million women annually from 2026.
It is also a signatory of the Valuable 500, which is a collective of companies that supports PwD. It has made its social media handles more inclusive where all of Mahindra’s social media posts carry image descriptions and closed captions to make them more accessible to PwD. Many of the Mahindra group companies actively hire PwD and place them in key operations after sensitisation sessions with other employees.
Rise to be future-ready: Technology
The #TogetherWeRise philosophy understands that businesses need to enable future-proof and future-ready solutions to deliver to the modern-day customer. This is why Mahindra is leveraging cutting-edge technology to improve the lives of its customers across the world with its #RiseWithTech vision.
The Mahindra digital transformation journey began a few years ago when it made use of emerging technologies to create new business models and transform customer experiences across the Group’s diverse set of companies.
It pays special focus to strong cyber security, data privacy, and agility while also continuously improving the customer and employee experience.
Tech Mahindra also launched ‘TechMVerse,’ the company’s Metaverse practice, to deliver interactive and immersive experiences in the Metaverse for its customers. With this, it will also leverage the opportunities presented by the Metaverse through various use cases including DealerVerse (metaverse-based car dealership), Middlemist (an NFT marketplace), MetaBank (a virtual bank) and a gaming centre.
Rise to create value: Impact
Mahindra has been working on giving back to the community and enriching their lives through various ways. Through its work and efforts across the globe, it enjoys one of the most trusted customer bases.
This reflects in the fact that Mahindra Finance has over 8 million customers, across 4 lakh villages and employs over 18,000 locals. It is the only NBFC of its size to lend money to new-to-credit (NTC) borrowers. Mahindra Finance has been operating in rural India for over 25 years. Majority of the loans disbursed by Mahindra Finance were to customers in villages with an average annual household income of less than Rs. 2 lakhs.
Mahindra Finance also helps people build/ rebuild/ modify their homes through affordable housing finance solutions provided by Mahindra Rural Housing Finance Limited, secure their life and assets with insurance solutions facilitated by Mahindra Insurance Brokers Limited and offer investment options through its asset management subsidiary Mahindra Manulife Investment Management.
By providing the right set of opportunities and prospects in remote areas, Mahindra Finance has helped customers to forge ahead. The company lays strong emphasis on customer centricity. Its customer base is spread across 4 lakh villages in India, with a majority of them belonging to the ‘Earn and Pay’ segment.
Under the three pivotal pillars of the Rise philosophy, Mahindra has also been dedicatedly working on other aspects such as ethics, customer focus, innovation, and entrepreneurship among others. As a future-forward, employee-first company, its array of business values reinstate that what creates value for people creates profit for businesses; and what enriches the planet, can enrich companies too.