Rise: The core of Mahindra Group

Leaderspeak is a platform where we join the discussions between Dr Anish Shah, MD & CEO – Mahindra Group, and one of our leaders. During the session, we get an overview of the industry and the Group’s latest updates and then take a deep dive into one of our businesses or functions, followed by a conversation with the audience. Held on January 25, this townhall focused on our purpose and how we are living it. The guest, Asha Kharga, Chief Customer and Brand Officer, shared insights into the global launch of our Rise campaign, the heartwarming film, and focused on inclusivity at Mahindra Group.

Here is a quick look at the session highlights:

Dr. Anish Shah: “It has been a year full of challenges but each of you and all of us have done a remarkable job in handling the challenges across every business, really putting our best foot forward and delivering some outstanding results. The tremendous momentum that we see in every business is essentially a reflection of the efforts that each of you has put in. So, I would personally like to thank you for each of your efforts.”

Some updates

  • At World Economic Forum in Davos, the overall mood was optimistic. Europe and US leaders are cautiously optimistic, whereas India is highly optimistic
  • There might be a marginal impact of the recession, but in India, we haven't seen inflation go up very high, and we are better placed  
  • We also see a very positive view in terms of the demand in our businesses
  • Mahindra is now leading the Auto Governance Council at the World Economic Forum

Talking points

  • We launched the contemporised message of Rise in August last year
  • As part of the global launch, we conceptualised and conceived a film that has become very popular on social media and other international platforms
  • The 'Citizens of the Future' video evinced a lot of interest and triggered discussions on all social media platforms
  • Mahindra Racing: On February 9, we’ll unveil Mahindra Racing’s Gen 3 race car alongside a brand-new Mahindra XUV400. On February 10, we’ll showcase Mahindra’s Born Electric SUVs, among other events
  • Mahindra Cultural Outreach: We support a diverse range of art forms through our festivals. These cultural events and art festivals help us to connect with the communities we serve. It also satisfies our desire to support art and culture over a longer period of time, which is often lacking in financial support or patronage
  • Focus on diversity and inclusion: Important factors for building an inclusive culture — encourage open communication, celebrate differences, offer flexible working arrangements, promote education and training, provide resources, get employee feedback, and respond to issues or concerns, and be aware of personal biases

Asha Kharga: “These are the two ads of Mahindra, one 77-year-old and the new one. The words may be different, but the essence is the same, and that really is the power of Rise. This is not something that we invented here, and now, this is something that's been part of us always.”

Know your leader

- Asha Kharga is the Chief Customer & Brand Officer at Mahindra Group

- She is responsible for stewarding the Corporate Brand and building the organisation's capability to pivot brands based on customer experience

- Asha’s broad business experience across large organisations and her track record in driving change at scale, is critical to lead the transformation of Mahindra into a future-fit, purpose-led organisation at the leading edge of customer experience

- Asha is on the Group Executive Board and, as a part of her larger mandate, oversees Corporate Com munications, the Strategic Digital Intelligence Cell and Mahindra Racing

- She is also responsible for Mahindra’s Customer Data Platform – the largest repository of the entire Group’s customer data that offers cutting-edge customer analytics to drive business impact for Group Companies.

- Asha serves on the Boards of several Mahindra Companies, including Mahindra Lifespaces, which is a listed company on the Stock Exchange

- Asha has 25 years of rich experience that spans FMCG, financial services and advertising

- She joined the Mahindra Group from Axis Bank, where she was the Executive Vice-President and Group Chief Marketing Officer for the Bank and its subsidiaries

- Before joining Axis Bank, she was with Unilever for almost a decade in a variety of brand and marketing roles. She is seasoned in building trusted brands that include new category adoption, as well as driving exponential growth on large brands

- She led the consumer and customer-centricity agenda at HUL and launched Unilever’s ‘sustainability living’ plan in India

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