Jan 19, 2013: . Mahindra which has been going aggressively with its expansion plans has adopted this new identity as part of its strategy to be one of the top 50 admired global brands within next ten years.
The new brand positioning ‘Rise’ reflects continuity and change, according to Mahindra Group Chairman Anand Mahindra. He also added that Mahindra as a group has been growing exponentially over the last few years and it is ready to face the global challenges. Hence they felt the need to refresh their visual identity that encompasses the past and the future road ahead. The group plans to spend Rs.120 crore in next three years to promote the new brand positioning ‘Rise’ which it launched in January 2011.