Automotive to software major Mahindra Group has gone in for a re-branding exercise, keeping in mind the group’s endeavour to become the country’s leading diversified conglomerate. The $15.9-billion Mahindra Group, that started as a tractor manufacturer in the India, has grown into a global player, with a presence in over 100 countries covering 19 business sectors such as software, retail, finance, and aerospace. The group has gone for a re-branding exercise after a decade to present itself as a young, vibrant and aggressive business group. The group has invested over Rs 100 crore in the re-branding exercise undertaken by creative agency Landor. “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,” said Anand Mahindra, Chairman, Mahindra Group, while commenting on the new brand identity.

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