INSIGHT INTO RISE REFRESH

15 March 2023

RISE has been the driving force behind brand Mahindra, giving it meaning and purpose, while motivating the team to outperform themselves. It is a defining emotion that shapes the Group’s belief system and its method of functioning. It fuels the collective aspiration to be a globally admired brand by creating offerings that help Mahindra’s customers and the society to RISE! Things are rapidly evolving around the world, and the brand and its philosophy has to reflect it. In today’s times, where there’s an increased level of commitment towards the planet and people, at Mahindra, the intention is to strengthen the core to reach the next level of value creation, growth, inclusion and sustainability. With this aim in mind, the ‘Rise philosophy’ has been refreshed with a new perspective. There is an added thrust on tech creativity to enhance value for customers. The aim is to play an important role in shaping an equal world, by being sensitive to how our actions impact the climate, finding ways to integrate people from all walks of life into our business, and adhering to the highest standards of ethics. Mahindra is focussed on being future-ready by using their entrepreneurial position and scale to make a positive impact on farmer communities across the globe. There is no denying that our success is greater when communities succeed with us and #TogetherWeRise. On our way forward, the intent is to give equal importance to profits and purpose, technology and human values. This transformation of our philosophy has been captured by a change in the elements of branding. Modern, innovative and technology-forward design has shaped a sharper, next-gen identity of Mahindra. The iconic ridge makes way for the Rising Beam. ‘Rise’ moves up in position to depict how Mahindra multiples its power. Over the years, Mahindra has earned the trust of millions of customers worldwide, and this legacy has to be carried forward through every challenge and change.