CASE STUDY
How India's largest vehicle manufacturer created a new category
included services:
Related industry
Objective
As India’s largest vehicle manufacturer, Mahindra was keen to understand how trends such as electrification could affect its business. How could the company harness these changes to fuel growth, rather than be disrupted by them?
Approach
Assessed auto industry trends both in India and globally
Projected the impact of those key trends on Mahindra’s auto business
Analyzed how Mahindra could make inroads in the electric vehicle market, including what evolving technology meant for its competitive positioning and what segments of the market the company should prioritize
Impact
Following our work, Mahindra released an electric three-wheeled rickshaw, the e-Alfa Mini, which was the first of its kind in India. Designed to navigate tight urban streets while delivering cargo and helping India achieve its 100% electric vehicle vision, the e-Alfa provides an affordable solution to India’s unique logistics
challenges. As a first mover, Mahindra now leads this new and growing category.
Mahindra’s embrace of electric three wheelers, and leadership of India in that category, has made this a huge success not only for the business but for India as well. See the impact of our work together being put into action, as this New York Times article describes.
