Mahindra Unveils New Visual Identity From 2013

                Mahindra Unveils New Visual Identity From 2013

  PR Newswire

  MUMBAI, India, January 18, 2013

MUMBAI, India, January 18, 2013 /PRNewswire/ --



- Link to press release and photo on internet: 
http://www.mahindra.com/News/Press-Releases/1358489700

- Photo Caption:   Mr. Anand Mahindra, Chairman, Mahindra Group and Mr. S.P.
Shukla, President - Group Strategy and Chief Brand Officer, Mahindra Group and
Member of the Group Executive Board unveiling the new visual identity of the
Mahindra Group which will be reflected across all its businesses globally from
January 2013

India'sUSD 15.9 billion Mahindra Group, one of the country's leading business
houses with a global presence in over 100 countries, today welcomed the
arrival of the New Year with a fresh new visual identity which will be
reflected across all its businesses globally.

 (Logo: http://photos.prnewswire.com/prnh/20130118/588985 )

"The Mahindra Group has grown exponentially over the past decade, with
businesses covering a wide range of industries. Hence, we felt the need to
refresh our visual identity to better reflect a Mahindra that has evolved over
the years and is ready to take on future challenges. Continuity and change
have both been integral parts of Mahindra's growth story. Continuity has given
us strength, stability and roots, while our desire for change has driven our
growth and enabled us to thrive. Our new word mark clearly reflects both these
attributes and is in sync with our Group aspiration which is to become one of
the top 50 most admired global brands within a decade." said Anand Mahindra,
Chairman, Mahindra Group , while commenting on the new brand identity.

"The new word mark and other elements of our refreshed visual identity have
been adopted after extensive research and feedback. We wanted a word mark
which would reflect the evolving nature of our organisation, our global
outlook and progressive management style. In short, it should reflect the
'core' of Mahindra. We also had to ensure that it would have universal appeal
across consumer and business segments in urban and rural areas, as well as
overseas. We have tried to create a modern futuristic feel, while retaining
the dependability, reliability and warmth associated with the Mahindra brand,"
said S.P.  Shukla, President  -  Group Strategy and Chief  Brand Officer,
Mahindra Group and Member of the Group Executive Board.

About the Mahindra Group's new visual identity

(please click on URL at the top of the press release to view image)

The Mahindra logo now sports a new, hand drawn word mark which builds on the
Group's heritage while infusing modernity and dynamism into the brand. It is a
lot more contemporary, edgy and sleek and visually represents the changes the
business is making to embrace and shape the future. It will also be depicted
in the new ' energetic red ' colour, a deeper shade of the signature Mahindra
red which is the primary colour connected with the brand.

A unique graphic element or ' R idge ' completes the new visual identity and
will provide a uniform look to all communication and print collateral across
the Group. Inspired by Mount Everest's ridges which lead to its summit, the
Ridge is an integral element of the visual identity and symbolises the pathway
to achieving one's potential and aspirations. As a graphic device, it ensures
that our communication is united and easily identifiable. Moreover, it signals
Rise and Mahindra's role as an enabler.

In addition to this, various colour combinations will be used to distinguish
between  the  various  businesses of the Group in order to create a sense
of family identity for all Group companies, while ensuring that each business
has an identity of its own. Corporate and mobility businesses will be all red,
B2B businesses will be red-grey and B2C businesses will have different colour
combinations.

Elements of the Mahindra Group's new visual identity

(please click on URL at the top of the press release to view images)

About The Mahindra Group

The Mahindra Group focuses on enabling people to rise through solutions that
power mobility, drive rural prosperity, enhance urban lifestyles and increase
business efficiency.

A USD 15.9 billion multinational group based in Mumbai, India, Mahindra
employs more than 155,000 people in over 100 countries. Mahindra operates in
the key industries that drive economic growth, enjoying a leadership position
in tractors , utility vehicles , information technology and vacation
ownership . In addition, Mahindra enjoys a strong presence in
theagribusiness, aerospace, components, consulting services, defence ,
energy, financial services , industrial equipment, logistics, real estate ,
retail, steel and two wheeler industries.

In 2012, Mahindra featured on the Forbes Global 2000 list, a listing of the
biggest and most powerful listed companies in the world.

http://www.mahindra.com

For further enquiries Roma Balwani Senior Vice President - Group
Communications Mahindra & Mahindra Ltd. Phone: +91-22-2490-1441 Email:
balwani.roma@mahindra.com