‘Mahindra Adventure Challenge, 2011’ flagged off
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Mahindra Thar to ‘Explore the Unexplored’ terrain of the country Mahindra Adventure Challenge 2011 set to recognize some of the best off-roading talent Part of Mahindra’s unique Adventure ...

Mahindra Thar to ‘Explore the Unexplored’ terrain of the country Mahindra Adventure Challenge 2011 set to recognize some of the best off-roading talent Part of Mahindra’s unique Adventure Initiatives

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‘Mahindra Adventure Challenge, 2011’ flagged off Document Transcript

  • 1. Press Release For Immediate Publication ‘Mahindra Adventure Challenge, 2011’ flagged off Mahindra Thar to ‘Explore the Unexplored’ terrain of the country Mahindra Adventure Challenge 2011 set to recognize some of the best off-roading talent Part of Mahindra’s unique Adventure InitiativesMumbai, March 10, 2011: Mahindra & Mahindra Ltd. (M&M Ltd.), a part of the US $7.1 billionMahindra Group, recently flagged off its „Mahindra Adventure Challenge, 2011‟ from Mumbai.A first of its kind initiative, the Adventure Challenge is a unique proposition, whereby Thar – therecently launched and ever popular off-roader, has been offered to the seven leadingautomobile magazines of India for a period of one month, to drive across the length and breadthof the country.The initiative will involve each publication driving to a particular zone, to ‘Explore theUnexplored’ terrains of India. The choice of zone was conducted through a draw of lots inMumbai.The „Mahindra Adventure Challenge, 2011‟ was flagged off by Mr. Rajesh Jejurikar, ChiefExecutive, Automotive Division, Mahindra & Mahindra Ltd. and Mr. Vivek Nayer, Senior VicePresident, Marketing, Automotive Division, Mahindra & Mahindra Ltd. Once the teams returnfrom their adventure drives on April 7, 2011, they will share their experiences and stories andthe winners of the „Mahindra Adventure Challenge, 2011’ will be declared.Speaking at the flag-off ceremony, Rajesh Jejurikar, Chief Executive, Automotive Division,Mahindra & Mahindra, said, “As you are aware, the USP of our vehicles over the years havebeen their tough and rugged DNA. The Thar, launched a couple of months ago, has received anoverwhelming response. Given its off-roading capabilities, the Thar, is an ideal vehicle for longdrives and getaways and to propagate this off-roading capability, we are pleased to announcethe „Mahindra Adventure Challenge, 2011’. Going forward, this initiative will also lead intomany more such events as we look to unleash the potential and thrill of off-roading.”Speaking on the occasion, Vivek Nayer, Senior Vice President - Marketing, AutomotiveDivision, Mahindra & Mahindra said, “Mahindra is all set to unleash a series of AdventureInitiatives throughout the year, with this Adventure Challenge being the first. The series ofAdventure Initiatives will leverage the changing aspirations and lifestyles of the upwardly mobileIndian consumer. The recently concluded Annual Mahindra Great Escape was a roaringsuccess and this Mahindra Adventure Challenge is all set to create its own place of prominencewithin off-roading adventures. Further the journey also aims to celebrate Incredible India byconnecting exotic and unexplored locales of our country.”About The Mahindra Group
  • 2. The Mahindra Group focuses on enabling people to rise. Mahindra operates in the keyindustries that drive economic growth, enjoying a leadership position in tractors, utility vehicles,information technology, and vacation ownership. Mahindra has a presence in the automotiveindustry, agribusiness, aerospace, components, consulting services, defense, energy, financeand insurance, industrial equipment, logistics, real estate, retail, steel, and two wheelers. A US$7.1 billion multinational group based in Mumbai, India, Mahindra employs more than 112,000people in over 79 countries. In 2010, Mahindra was named among the Forbes Asian Fab 50and the Credit Suisse Great Brands of Tomorrow. Its flagship company Mahindra & MahindraLimited has recently earned the distinction of being the only Indian automobile manufacturer tofeature in the top 10 list of the Carbon Disclosure Leadership Index in India,- 2010, created bythe Carbon Disclosure Project (CDP). For more information, visit www.mahindra.comFor further information, please contact:Ms. Roma BalwaniSenior Vice President & Group Head, Corporate CommunicationsMahindra & Mahindra LtdPhone: (+91-22) 2490 1441Fax: (+91-22) 2490 0830Email: balwani.roma@mahindra.com