Mahindra & Mahindra: M&M revamps marketing function with strong focus on digital

Having redefined the future direction of the brand from a ‘true SUV maker’ and established a new design center, Mahindra & Mahindra is now restructuring the marketing organization with a heavy emphasis on digital drive.

Harish Lalchandani, who was head of strategy in the agricultural equipment business, has been hired as head of marketing in the automotive business and to lead the digital initiatives. Mahindra has hired Neha Anand as Director of Digital Marketing, CRM and Communications. He joined the company on July 1 from

, where she was global director of digital content, thought leadership and marketing.

An internal statement on the new marketing structure issued to employees in May said that in order to build an agile and collaborative organization, M&M has embarked on a journey to review market organization. The new structure aims at greater integration and synergies of field teams, brand teams, digital marketing, adventure initiatives and media and agency.

Responding to an ET query, Veejay Ram Nakra of Mahindra & Mahindra, CEO of the automotive industry, said that the goal is to build a differentiated authentic SUV brand and that adapting new innovative forms of marketing will be critical.

“We have revamped the marketing function to make it more agile and digital-centric, keeping in mind the new era of the customer journey. We have brought a distinctive talent with a global mindset. The team will leverage and integrate digital marketing, content creation, CRM and public relations to help us meet our goal of creating a differentiated authentic SUV brand, “said Nakra.

Lalchandani comes with a solid business experience with more than 20 years in the industrial and consumer industry. He brings experience in profit and loss management, strategic marketing, sales and product management across different verticals and geographies and was the last CEO of South Asia Business at GE Lighting.

Prior to GE, he worked with Nokia in India and Britannia in various sales and product management positions. Having worked in India, China and the UK, M&M believes that Lalchandani brings strong cultural adaptability. Anand also has more than two decades of experience working with various brands such as Indian Hotels, British Airways, Choice Hospitality, among others.

In keeping with the strategy of establishing itself as a differentiated and ‘true SUV’ player, the ‘Mahindra Master Brand’ team, as part of the marketing function, will drive several centrally claimed strategic initiatives, an internal note.


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