Mahindra Group: Making of a brand identity

It was in the year 2012. Mahindra had evolved from being a major manufacturer of tractors and SUVs to a federation of companies engaged in multiple sectors, including information technology, finance, hospitality, real estate and defence and aerospace. As the businesses grew, the new sectors adopted the then Mahindra logo to suit their needs in their own formats. Hence, there was a need to showcase 'One Mahindra' to the world with businesses that ranged from the founding sectors to the new age sectors of the 21st century.