Project Report for Tractor Division of Mahindra & 2009 Mahindra

LIST OF TABLES Table Page No. 5
Table 1: Indian Tractor Market Table 2: Market Share by Tractor categories

6 17

Table 3: M&M (Brief)

45-46
Table 4: Mahindra United Squad 2005-2006

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
LIST OF GRAPHS Graph
GRAPH 1: TRACTOR SALES BY STATES GRAPH 2: DOMESTIC MARKET SHARE

Page No. 7 8 8

GRAPH 3: DOMESTIC TRACTOR INDUSTRY GROWTH

GRAPH 4: M&M PERFORMANCE

9 81

GRAPH 5: Q1, GRAPH 6: Q2

GRAPH 7: Q3, GRAPH 8: Q4

82

GRAPH 9: Q5, GRAPH 10: Q6

83

GRAPH 11: Q7, GRAPH 12: Q7.1

84

GRAPH 13: Q9.1, GRAPH 14: Q10

85 86

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
GRAPH 15: Q11, GRAPH 16: Q12

CHAPTER 1 INTRODUCTION

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

Synopsis of the Project
Indian tractor industry, comparatively young by world standards have expanded at a spectacular pace during last four decades. Consequently it now occupies a place of pride in India's automobile industry. U.S.A., U.S.S.R. and only a few Western European countries exceed the current production of tractors in India, but in terms of growth India's growth is unmatched even with countries of long history of tractor manufacturing. It is to be noted that while the overall automobile industry is facing recession the tractor industry is growing at 9%. About 20% of world tractor production is carried out in our country only. The arable land in India is high as 12% of the total arable land in the world. Tractor market in India is about Rs 6000 crore. On an average around 400000 tractors are produced and their sale is 260000.Uttar Pradesh is the largest tractor market in our country. One out of every four tractor is being purchased here. 95% of tractor sales are on credit. Credit is extended by commercial banks, state land development banks and regional rural banks. In this project we have to survey different banks (competitor dominating banks) which are doing tractor financing either less tractors from M&M or more from M&M’s competitors. The location for the survey was Barabanki and Lucknow in U.P. Mahindra & Mahindra wants to know that why some particular banks are financing other tractor brands than M&M. Since more than 95% of tractors are on credit basis, so with help this survey analysis M&M wants to increase their market share in terms of volume. Keeping above things in mind and to achieve above objective we prepare a questionnaire which constitute questions related with the tractor finance. The methodology adopted for the present survey was focus discussion and filling up of questionnaire. Since the project is based on action research it was Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
necessary to build up rapport to collect maximum information from the bankers. Hence the research spent considerable time with the different bankers from 05th May 2009 to 30th June 2009. The main focus was to do with the assessing the reason behind doing tractor finance with particular brand and explore the possibility of more sound arrangement.

THEORETICAL PRESENTATION OF THE TOPIC
The overall automobile industry is facing recession but the tractor industry is growing at 9%. About 20% of world tractor production is carried out in our country only. The arable land in India is high as 12% of the total arable land in the world. Tractor market in India is about Rs 6000 crore. On an average around 400000 tractors are produced and their sale is 260000.Uttar Pradesh is the largest tractor market in our country. One out of every four tractor is being purchased here. Tractor industry plays an important part as agriculture sector has a major contribution to India’s GDP. Tractors are part of agricultural machinery industry. Tractors came to India through imports and later on were indigenously manufactured with the help of foreign collaborations. The manufacturing process started in 1961-62. Indian tractor industry is relatively young but now has become the largest market worldwide. DESCRIPTION Arable Land Irrigated Area Tractors In Use UNITS Mn Hectare Mn Hectare Tractors/000 Hectares WORLD TOTAL/AVG 1444 249.6 28 INDIA 170 45.8 10.5 INDIA RANK 2 2 8

Table 1: Indian Tractor Market M&M is a market leader in tractor industry in India. In this project we have to survey different banks (competitor dominating banks) which are doing tractor financing either less from M&M tractors or more from M&M’s competitors. The location for the survey was Barabanki and Lucknow in U.P. Mahindra & Mahindra wants to know that why some particular banks are financing other tractor brands than M&M. Since more than 95% of tractors are on credit basis, so financing could be the one way to increase their Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
market share in terms of volume. So M&M wants to know where they lack in this financing of tractor through this survey.

Table 2: Market Share by Tractor categories Indian tractor industry is the largest in the world with about one-third of the global production. The reason behind this is that agriculture still remains the only means of subsistence for the majority. However sales are not uniform throughout with twelve states in North India accounting for 90% of the sales. There are currently 14 players in the industry including 3 MNCs. Mahindra & Mahindra is the leading player in the industry. Monsoon season is a key driver for sales of tractors. A series of good or bad monsoon can affect the sales. In recent years the industry has registered a good growth in sales, both domestic as well as exports. This is also partly because of the initiative of the government to boost up agriculture and agricultural machinery industry. The tractor penetration level in India is very low as compared to the world standards. Also the penetration levels are also not uniform throughout the country. While the northern region is now almost saturated in terms of new tractor sales, the southern region is still under penetrated. The medium horse power category tractors, 31-40 HP, are the most popular in the country and fastest growing segment. As the pie chart showing downward, U.P. holds top position in tractor sales with 16% followed by Rajasthan with 10%.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

GRAPH 1: TRACTOR SALES BY STATES Mahindra & Mahindra are the market leader in Indian tractor industry as per the graph showing. They acquire almost 42% of market share in domestic market. M&M wants to become global leader in tractor industry in terms of volume of tractors sold. M&M wants to increase their sales, and since more than 90% tractor sale is on credit basis through commercial banks; state land development banks and regional rural banks, so more financing of tractors could be one way to increase their sales volume. According to a study conducted by PHD Chamber of Commerce and Industry, since purchase of tractor involves a big investment its demand in affected by the availability and easiness of credit. A higher availability of credit will lead to a higher demand for tractors. The company observes that some of banks are not entertaining M&M’s tractors for financing in particular regions and because of that, the sales volume of tractors goes low. Some banks are not doing any cases for tractor financing. Mahindra & Mahindra sees this as a great opportunity as these banks are untapped from M&M tractors. By targeting these banks M&M can increase their sales volume and profit. Now if banks are not entertaining M&M tractors for financing then there could be many reasons for that. May be customer approaching them are not demanding for M&M tractors because of their perception or dealer does not hold a good position in the local areas. May be the bankers have good relationship with other dealers than M&M’s dealers. Mahindra & Mahindra wants to know the reason for low tractor Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
financing by some bankers. If they know the reason behind this problem they can then find some solution for the problem. This will help in becoming the global leader by the volume.

Graph 2: DOMESTIC MARKET SHARE

Graph 3: DOMESTIC TRACTOR INDUSTRY GROWTH 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

Graph 4: M&M PERFORMANCE By doing this survey we found that some banks are not entertained M&M for finance of M&M’s tractors and the reasons behind this are customer perception about M&M tractors, average relationship between the dealers of M&M and banks. Bankers are also want some extra support from dealers side in sorting of some issues with customers. Like if dealers can help them in recovery of their funds or provide accurate and true information about the customer etc. Bankers will really appreciate this support. M&M should change customer perception about their tractors by some good marketing strategies. They should do marketing in such a way that the customer can easily identified distinguish features of Mahindra tractors over other tractors. Customer and Bankers both is in direct contact with the dealer. Dealer plays a crucial role for tractor sale because of the direct contact with both customer and bankers. Having a good relationship with both helps a lot in tractor financing. Indirect marketing can play a vital role in this regard.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
APPROACH TO THE PROBLEM
A project is a finite endeavor--having specific start and completion dates--undertaken to meet particular goals and objectives, usually to bring about beneficial change or added value. This finite characteristic of projects stands in contrast to operations--which is repetitive, permanent or semi-permanent functional work to produce products or services. The primary challenge of project management is to achieve all of the project goals and objectives while honoring the preconceived project constraints. Typical constraints are scope, time and budget. The secondary—and more ambitious—challenge is to optimize the allocation and integration of inputs necessary to meet pre-defined objectives. The Project given to us by Mahindra & Mahindra was Competition Dominating Banks for Mahindra Tractors. For solving the case we firstly consult with our Area Retail Manager to understand what the major findings the company is looking for, we also consult to various sale person of the company understand why some banks not making business with Mahindra Tractors. We collected major data regarding Mahindra Tractors from the website of Mahindra Tractors .So after analyzing all the necessary detail we arrive to a solution that we can easily get our data through a questionnaire format which contain all the detail necessary for the analysis of the above problem. Our questionnaire consists of 14 questions. The respondents of the questionnaire are basically Bank Managers or agricultural officer in various banks. The location for the project was BARABANKI & LUCKNOW in U.P because U.P. holds the maximum percentage of tractor sale. Our first approach was to consult with the main dealer of BARABANKI & LUCKNOW to know that what are the main banks which are financing the Mahindra Tractors & which are competition dominating banks in the region. We simply arrive at bank after lunch so that the bankers have enough time to deal with us. The main bank in survey includes the CO-OPERATIVE BANKS, GOVERNMENT BANKS, GRAMIN BANKS and COMMERCIAL BANKS etc. mostly tractor financing is done by banks which are in rural area .We directly meet with the Manger of the banks who deal with agriculture department and asked the necessary details of how they are financing the Tractors not particularly about the Mahindra Tractors but about whole Tractor industry. What are their main requirements for financing the tractors, what they 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
want from the dealer, the customer, the farmer? The necessary detail provided by the banker was noted down which will help our findings. We found bankers very cooperative. At regular interval of time we consult our Manager to tell the current position of our Project & to solve the necessary query during our research .During this survey we also consult the dealer of other Tractor Manufacturers who are main competitor of Mahindra to understand their Strategy of dealing. After collecting the necessary raw data from both the region we make our analysis.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

CHAPTER II
ORGANIZATIONAL PROFILE OF THE COMPANY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

THE BACKGROUND
Higher productivity and greater output are the two major contributions in farm mechanization. Tractors form an integral part of farm mechanization and have a crucial role to play in increasing agricultural productivity. Tractor is a highly versatile piece of machinery having a multitude of uses, used in agriculture both for land reclamation and for carrying out various crop cultivation and also employed for carrying out various operations connected with raising the crops by attaching suitable implements and to provide the necessary energy for performing various crop production operations involved in the production of agricultural crops. Tractors are capital intensive, labour displaying used as a mode of transport, in electricity generation, in construction industry and for haulage operation. It has now become an integral part of farm structure .The application of tractor for agricultural activities which swept India during the last twenty years have erased the problem of farmers. Farm mechanization program in India aims to integrate the use of available human and animal farm power with mechanical sources of power for increasing the productivity. Indian tractor industry, comparatively young by world standards have expanded at a spectacular pace during last four decades. Consequently it now occupies a place of pride in India's automobile industry. U.S.A., U.S.S.R. and only a few Western European countries exceed the current production of tractors in India, but in terms of growth India's growth is unmatched even with countries of long history of tractor manufacturing. The spectacular achievement reflects the maturity and dynamism of tractor manufacturers and also the policies adopted by the government to enable it to effectively meet the demand. The tractor industry in India has made a significant progress in terms of production and capacity as well as indigenisation of technology. It is a typical sector where both imported technology and indigenous developed technology have developed towards meeting the overall national 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
requirements. The global spotlight on tractors manufacturers certainly in terms of volume seems to be swinging away from the USA, UK and Western and Eastern Europe towards India where growth in the number of producers and the total volume in recent years have been impressive. In India tractor industry has played a vital role in the development. There are currently 14 players in the industry. Mahindra & Mahindra is the leading player in the industry. Monsoon season is a key driver for sales of tractors. A series of good or bad monsoon can affect the sales. In recent years the industry has registered a good growth in sales, both domestic as well as exports. This is also partly because of the initiative of the government to boost up agriculture and agricultural machinery industry

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

COMPANY PROFILE

MAHINDRA & MAHINDRA LTD.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

ORGANIZATIONAL PROFILE OF THE COMPANY
Mahindra & Mahindra Limited

Type Founded

Conglomerate 1945

Headquarters Mumbai, India Key people Keshub Anand Mahindra (Chairman), (Vice-

G.Mahindra

Chairman & Managing Director) Industry Revenue Employees Website Automotive US$ 6.7 billion (2008)[1] 65,000 plus[2] www.mahindra.com/ Table 3: M&M (Brief)

HISTORY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Mahindra & Mahindra Limited is part of the US $6.7 billion Mahindra Group, an automotive, farm equipment, financial services, trade and logistics, automotive components, after-market, IT and infrastructure conglomerate. The company was set up in 1945 as Mahindra & Mohammed. Later, after the partition of India, Ghulam Mohammad returned to Pakistan and became that nation's first finance minister. Hence, the name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948. Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under licence of the iconic Willys Jeep in India. The company later branched out into manufacture of light commercial vehicles (LCVs) and agricultural tractors, rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market. At present, M&M is the leader in the utility vehicle (UV) segment in India with its flagship UV, the Scorpio (known as the Mahindra Goa in Italy). M&M is India's largest SUV maker.

Business
Mahindra & Mahindra grew from being a maker of army vehicles to a major automobile and tractor manufacturer. It has acquired plants in China and the United Kingdom, and has three assembly plants in the USA. M&M has partnerships with international companies like Renault SA, France and International Truck and Engine Corporation, USA. M&M has a global presence and its products are exported to several countries.Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. M&M is the third largest tractor company in the world. It is also the largest manufacturer of tractors in India with sustained market leadership of around 25 years. It designs, develops, manufactures and markets tractors as well as farm implements. Mahindra (China) Tractor Co. Ltd. manufactures tractors for the growing Chinese market and is a hub for tractor exports to the USA and other western nations. M&M has a 100% subsidiary, Mahindra USA, which assembles products for the American market.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
M&M made its entry into the passenger car segment with the Logan in April 2007 under the Mahindra Renault joint venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra International, the joint venture with International Truck, USA. M&M's automotive division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero. At the recent Delhi Auto Show, Mahindra executives said the company is pursuing an aggressive product expansion program that will see the launch of several new platforms and vehicles over the next three years, including an entry-level SUV designed to seat five passengers and powered by a small turbodiesel engine. Later in 2008, it will unveil the all-new Ingenio SUV, which will be joined in 2009 by a pickup derivative. In early 2008, Mahindra commenced its first overseas CKD operations with the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group. This was soon followed by assembly facilities in Brazil. Vehicles assembled at the Plant in Bramont, Manaus, include Scorpio Pik Ups in single and double cab pick-up body styles as well as sports utility. The US based Reputation Institute recently ranked Mahindra among the top 10 Indian companies in its 'Global 200: The World's Best Corporate Reputations' list. Mahindra is also gearing up to sell the Scorpio SUV and pickup starting in the Fall of 2009 in North America, through an independent distributor, Global Vehicles USA, based in Alpharetta, Georgia. Awards 1. 2. 3. 4. Bombay Chamber Good Corporate Citizen Award for 2006-07 Business world FICCI-SEDF Corporate Social Responsibility Award – 2007 Deming Application Prize Japan Quality Medal in 2007

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Models
                

Mahindra Thar Mahindra Bolero Mahindra Bolero Camper Mahindra Bolero Inspira Mahindra Bolero Stinger Concept Mahindra Scorpio Mahindra Scorpio Getaway Mahindra Scorpio First Mahindra Xylo Mahindra Legend Mahindra MM550 XD Mahindra-Renault Logan (in cooperation with Renault)[27] Mahindra Axe Mahindra Major Mahindra Souvenir Concept Mahindra Commander Mahindra Cab Chassis[28]

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

Mahindra Group
Core Business Activities Automotive 4/3 Wheelers Pik – Ups LCVs SUVs Used cars - Purchase, Sale and Finance UVs Automotive Sector - Domestic Automotive Sector - Domestic Mahindra International Automotive Sector - Domestic FirstChoice Automotive Sector - Domestic

Farm Equipment Agri inputs and services Engines Farm Implements Tractors Financial Services Loans and Mutual Fund Distribution Insurance and Risk Management Services

Mahindra Agribusiness Farm Equipment Sector - Domestic Farm Equipment Sector - Domestic Farm Equipment Sector - Domestic Mahindra Gujarat Tractor Mahindra Finance Mahindra Insurance Brokers

Trade, &Retail and Logistics Retail - Mahindra Retail Mahindra Retail Ferro Alloys and Metal Scrap Mahindra Intertrade Steel and Steel Related Services Mahindra Intertrade Technical Products And Services Mahindra Intertrade Toys and Apparel Mahindra Intertrade Corporate People Movement Mahindra Logistics Supply Chain Management Mahindra Logistics Service Centre for Automotive and Electrical SteelsMahindra Steel Service Centre Information Technology Dealership Management Mahindra Logisoft 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Facility Management Software Solutions Mahindra Logisoft Tech Mahindra Bristlecone Mahindra Logisoft

Infrastructure Development Development of Infrastructure Projects Engineering consultancy Integrated Business Cities Lifetime holidays Living Spaces and Working Spaces

Mahindra Infrastructure Developers Mahindra Consulting Engineers Mahindra World City Mahindra Holidays & Resorts Mahindra Lifespaces

Systech Composites Engineering Services Forgings Gears Sourcing of Auto Components Stampings and Steel Speciality Business Ash Handling Euipments for Power Plants Defence Vehicles Information Security Consultancy

Mahindra Composites Mahindra Engineering Mahindra Forgings Mahindra Gears Mahindra Sourcing Mahindra Steel Products Mahindra Odyssea Mahindra Defence Systems Mahindra Special Services Group

Community Initiatives
   

Mahindra United World College of India Mahindra United, a football club based in Mumbai, Maharashtra Mahindra Foundation K. C. Mahindra Education Trust: Nanhi Kali

Farm Equipment Sector’s Overview

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
The Mahindra Group's Farm Equipment Sector has a significant presence across six continents. It is among the top five tractor brands in the world, with its own state-of-the-art plants in India, USA, China and Australia, and a capacity to produce 1,50,000 tractors a year. The Group has a network of 800 dealers world-wide.

In the domestic business, the Farm Equipment Sector has had an unparalleled market leadership for the last 23 yea It is the largest producer of tractors in India.

The international operations of the Farm Equipment Sector are spread across six continents. It has state-of-themanufacturing plants in India, USA, China and Australia.

Mahindra Gujarat Tractor, acquired by Mahindra & Mahindra from the Government of Gujarat in 1999, is the oldest running tractor unit in the country. The Mahindra Group has a 60% stake and the balance 40% is with the Government of Gujarat.

Mahindra Agribusiness* integrates the food chain by providing quality inputs and farm solutions to post-harvest management of high value farm produce. The Company's core business is to provide supply chain services to organised retail, to both export and domestic markets for fresh fruits and vegetables as well as to the food processing industry.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Mahindra Powerol
Mahindra & Mahindra Ltd., the tractor and utility vehicle major in India, entered the field of Power Generation in 2001. Mahindra Powerol deals with mainly two segments, DG sets and Engines. Since its inception, Mahindra Powerol has sold over 100,000 DG Sets and Engines. Today, M&M engines under the brand name Mahindra Powerol offer Diesel Generator (DG) sets ranging between 5kVA to 140 kVA. Mahindra Powerol has made rapid strides in the Indian genset industry in a very short span of time. Mahindra Powerol DG sets are the first choice of Telecom majors like Airtel, Tata Tele, Vodafone, Nokia, BSNL and MTNL to support their communication networks across India. Recently, Mahindra Powerol won the prestigious Frost & Sullivan “Voice of Customer” award for the most preferred Genset Brand in the telecom segment in India. The award takes various parameters into account, including industry penetration, up-time, trouble free performance, overall satisfaction, likelihood of buying for future requirements and likely referrals to other customers. Besides Telecom, Mahindra Powerol DG sets are attracting customers from a diverse cross-section of industries. These gensets are very popular in segments like banks, building and construction, public sector units, hospitals, hotels, manufacturing units amongst other. Mahindra Powerol DG sets are also available in exclusive showrooms all over India. At present, Powerol has more than 50 Retail showrooms selling DG Sets across different cities in India. It has recently appointed distributors in overseas markets e.g., Dubai and Bangladesh. The current export markets for Mahindra Powerol are Korea, South Africa, UAE (Dubai) Philippines and Nepal. Powerol also has distributors in Dubai, Kathmandu and Bangladesh. Features 1. Electronic/A1 Governing 2. Compact size 3. Low vibration 4. Fuel efficient Service: Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
Mahindra Powerol takes care of the entire value chain of customers. Besides, covering areas including personalized transportation of the DG sets, installation and commissioning, Mahindra Powerol services also encompasses the annual and comprehensive maintenance contracts. The company has an exclusive after-sales-service network comprising 140 outlets.

Finance:
Keeping in view yet another critical requirement of customers, M&M have joined hands with leading finance companies to provide Retail Finance to customers. Notably, this is the first time that organized Retail Finance is offered in the DG set industry.

Tele-Infra Management:
Recently, Mahindra Powerol has strengthened its brand image of an ‘ultimate solution provider’ by foraying into tele-infra management. Tele Infra Management involves operation & maintenance of “asset”, “power” and “facility” at telecom tower sites. So far 6000 sites such sites are under contract. Powerol business is first amongst Powergen sector to foray into this business.

Bio-Diesel Gensets:
Mahindra Powerol has recently launched B100 bio diesel Generator Sets for the Indian Market. The usage of bio diesel fuel (as per IS 15607 2005) would be applicable for all the current range of Mahindra engines between 7.5kVA and 62.5kVA. Mahindra Powerol plans to extend this to other range of engines in the near future. Engines: Engines are also suitable for various industrial applications like cranes, compressors, forklifts, rice mills and concrete mixers. Powerol has also launched rice mill and marine engines. Mahindra Powerol engines and diesel generator sets are certified for stringent noise and exhaust emission norms made mandatory by the CPCB (Central Pollution Control Board, India).

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

GLOBAL PRESENCE

Overseas Operations - Automotive Sector Mahindra & Mahindra Limited, Overseas Operations, Automotive sector, Road 13,Worli, Mumbai- 400018 Maharashtra,India. Email - overseas@mahindra.com Overseas Operations - Farm Equipment Sector Email - intl.mktg@mahindra.com www.mahindratractorworld.com

Mahindra MiddleEast Electrical Steel Service Centre - Trade & Financial Services Sector Anupam Mukhopadhyay Head - Sharjah Plant, Mahindra Middleeast Electrical Steel Service Centre FZC, P3, 11/12, Sharjah Airport, International Free Zone, Post Box: 8114 Sharjah,UAE. Phone - +06-557 3435 Fax - +06-5573436

Mahindra Holiday & Resorts - Infrastructure Development Sector Mahindra Holidays & Resorts India Limited, Mahindra Towers, 2nd Floor 17/18, Pattullous Road, Chennai - 600 002, 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Tamil Nadu,India. Customer Call Centre : 3988 0000 Phone - +91-44-9881000 Fax - +91-44-30277778 Email - feedback@clubmahindra.com www.clubmahindra.com

Mahindra Engineering - Systech Sector Corporate office Mahindra Towers, Worli Road No. 13 Worli,- 400018 Maharashtra,India Phone - +91-22 2493 5168 Mumbai Vickers Building, Akurli Road Kandivli (East), Mumbai- 400101 Maharashtra,India. Phone - +91-22 2884 3231 /35/19 Fax - +91-22 2085 2907 Pune MISEM Tower, 19/2 Plot No-15 Off Karve Road, Near Sharda Centre Erandwane, Pune – 411004. INDIA Pune- 411019 Maharashtra,India. Phone - +91-20 2540 9000 Fax - +91-20 2545 0045 MIGEC 128/A, Sanghavi Movers Compound Opp. Jayshree Cinema, Pune-Mumbai Road Chinchwad, Pune India. Phone - +91 20 27501000 Fax - +91 20 27443781 Bangalore 2nd Floor, Rockline Center #54, Richmond Road Bangalore Michigan- 560025 Phone - +91-80 2559 5655 /56/ 57 Fax - +91-80 2559 5930

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
UNITED KINGDOM Atrium Court, The Ring Bracknell, Berkshire RG12 1BW Phone - +44 1344 397590, DIR:+44 1344 397085 Fax - +44 1494 472005 United States of America 39500 Orchard Hill Place Drive Suite 100 Novi, MI, 48375, USA United States of America Phone - +1-248 347 3780 Fax - +1-248 347 3789 USA 39500 Orchard Hill Place Drive Suite 100 Novi, MI, 48375, USA Phone - +1-248-347 3780 Fax - +1-248-347 3789

Mahindra Stokes - Systech Sector Stokes Forgings Limited Northcote Street, Walsall West Midlands, WS2 8BH, United Kingdom. Phone - +44 [0] 1922 704800 Fax - +44 [0] 1922 704804 Email - sales@stokesforgings.com Stokes Forgings Dudley Limited PO Box 18 Holly Hall, Dudley, West Midlands, DY2 0SE, United Kingdom. Phone - +44 [0] 1384 342550 Fax - +44 [0] 1384 342551 Email - sales@stokesforgings.com www.stokesforgings.com Stokes Forgings Limited Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
Vine Street, Brierley Hill, West Midlands, DY5 1JE, United Kingdom. Phone - +44 [0] 1922 704800 Fax - +44 [0] 1922 704804 Email - sales@stokesforgings.com Bristlecone - Information Technology Sector India office: Mr.Anil Gupta, Vice-President, Marketing, Bristlecone India, Chakravorthy Ashok Nagar, Ashok Road, Kandivali (East), Mumbai- 400101 Maharashtra,India. Email - Anil.Gupta@Bcone.com Headquarters: Bristlecone Inc., 673 S. Milpitas Blvd., Suite 200, Milpitas, CA 95035, USA. www.bcone.com Mahindra Special Services Group - Information Technology Sector MUMBAI Mahindra Special Services Group, MITC, Chakravarthy Ashok Nagar, Ashok Road, Kandivali (E), Mumbai- 400101 Maharashtra,India. Phone - +91-22- 28460489/98 Fax - +91-22-2846 0487 Email - contact@mahindrassg.com LONDON-UK 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Fulton House, Fulton Road, Wembley Ha9 0TF, London,United Kingdom. Phone - +44 (0) 870-736-8880 Fax - +44 (0) 870-736-8889 GERMANY Partnerport Altrottstraße 31 D-69190 Waldorf, Germany Phone - +49 (0) 6227 381 106 Fax - +49 (0) 6227 381 200 SINGAPORE 30 Raffles Place, #23-00 Caltex House, Singapore. Phone - +(65) 6233-6853 / 62 Fax - +(65) 6233-6893 USA 1880S, Dairy Ashford, Suite 616, Houston, TX 78754, U.S.A. Phone - +1 (281) -759-1400 Fax - +1 (281) - 759-1425 www.mahindrassg.com Schöneweiss & Co Gmbh - Systech Sector Dr. Ronald Rittmann SCHONEWEISS & CO GmbH Delsterner Str 170 PO BOX 3349 D 58033 HAGEN Germany. Email - Ronald.rittmann@schoeneweiss-gmbh.de

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

SWOT ANALYSIS
Strengths:
Over the years the company has emerged as one of the top players in the world in terms of number of tractors sold. This gives a clear indication that the company's market share is one of its biggest strengths. The company's ability to introduce new products in the market and to generate sales from those new products is a major strength. The reason being that this is very essential for any company, for its survival in the long run. The company has established its brand name in other countries of the world as well. This is evident from the 40% market share that it holds in the 30-40 HP tractors market in the US.

Weaknesses:
The company is highly dependent on the rural sector, and the rural sector in turn is highly dependent 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
on the monsoons. As a result, if there happen to be bad monsoons (less of rains) for two consecutive years it could have an adverse impact on the demand of tractors for the company.

Opportunities:
The government has been trying to strengthen the exports of agricultural products. As a result, the quality of agricultural products necessarily has to be very high. For this, they need better rural and agricultural infrastructure. This might result in an increase in demand for tractors. In India, the penetration of tractors is 10 tractors per 1000 hectares of cropped area, which is much below the world average of 19 tractors for the same. Thus there is scope for the demand to increase.

Threats:
The company has a history of having invested in unrelated diversifications such as telecom, holiday and resort inns, financial services, etc. which it has hived off as subsidiaries from time to time when these turned unmanageable. This is a cause for concern as such diversifications could divert the company's attention from its core business. It is a dangerous tendency as it leads to destruction of shareholders value. The entry of foreign players in the tractors segment could pose a threat to the company as these foreign players are technically more competitive than Mahindra & Mahindra.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

SOCIAL INITIATIVE
Corporate Social Responsibility has always been an integral part of the Mahindra Group's vision and the cornerstone of our Core Value of Good Corporate Citizenship. Keshub Mahindra, Chairman The Mahindra Group defines Corporate Social Responsibility as making socially responsible products, engaging in socially responsible employee relations and making a commitment to the community around it. At the Mahindra Group, Corporate Social Responsibility is not just a duty; it's a way of life. In 2005, the Group celebrated its 60th anniversary by renewing its commitment to Corporate Social Responsibility. It pledged to dedicate 1% of its profit (after tax), on a continuous basis towards Corporate Social Responsibility. A unique kind of ESOPs - Employee Social Options was launched to enable Mahindra employees to involve themselves in socially responsible activities of their choice. The Group also announced a special gift: to provide free cochlear implants to 60 profoundly hearing-impaired, under-privileged children. In addition to giving impetus to the Nanhi Kali project for the girl child and the Mahindra All India Talent Scholarship for the economically disadvantaged, the Mahindra Group is planning to Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
set up two Mahindra Pride Schools. These schools will offer a variety of courses, with an emphasis on employability, including training for Information Technology, Retail, Automotive Engineering etc. They will provide new skills and capabilities to the weaker sections of society, particularly the scheduled castes and scheduled tribe youth. While these projects are already underway, plans for more social initiatives are on the anvil.

K.C. MAHINDRA EDUCATION TRUST
Established by the late Mr. K. C. Mahindra in 1953, the K. C. Mahindra Education Trust aims to ‘Transform the lives of people in India through education, by providing financial assistance and recognition to them, across age groups and across income strata'. It was registered as a Public Charitable Trust under the Bombay Public Trusts Act, 1950. The K.C. Mahindra Education Trust has undertaken a number of education initiatives to make a difference to the lives of deserving students. The Trust promotes education mainly by way of scholarships. It has provided more than Rs. 13.80 crores (approximately US $ 3.0 million) in the form of grants, scholarships and loans. Some of these scholarships were instituted as far back as the 1950’s, while others were founded recently. These are funded through an investment portfolio, the main donors of which are the Mahindra Group of companies. As part of its Corporate Social Responsibility activities, the Mahindra Group has established schools near its factories primarily for children of its employees. At present, the Group has three schools that impart high standards of education - Mahindra Academy at Malad in Mumbai, Mahindra Academy in Zaheerabad and a school in Khopoli.The establishment of these schools has not just benefited their employees but also the community around these schools. Teachers at these schools are qualified and undergo regular training as well as attend relevant workshops. Their teaching methodologies are constantly evaluated and modified when necessary.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
UNITED WORLD COLLEGE
The striking feature of the United World Colleges is that they embrace the entire world across all divides of race, history, culture, wealth, religion, economic status and political belief: they are unique and they are conscious of their responsibilities. – Nelson Mandela, United World College Honorary President The Mahindra United World College of India, part of the United World College movement, was founded by the late Harish Mahindra in 1997. It is the Group’s endeavour to promote worldclass education with an emphasis on the ideals of peace and understanding, central to the ethos of the United World Colleges. There are 10 United World Colleges spread across the globe, with colleges situated in United Kingdom, Singapore, Canada, Swaziland, Italy, United States of America, Venezuela, Hong Kong, Norway and India. Her Majesty Queen Noor of the Hashemite Kingdom of Jordan is the President of the United World Colleges and Mr. Nelson Mandela, former President of the Republic of South Africa, is the Honorary President of the United World College International Council. Located 40 kms. west of Pune, the Mahindra United World College of India brings together students of various nationalities for a pre-university degree. The school is global not only because of the International Baccalaureate degree, but also because of the true international culture in which the students study, live and learn. Each year’s batch of about 100 students accommodates about 65 to 70 from abroad. The faculty includes professors from Argentina, Australia, Austria, Cameroon, Canada, Colombia, Ecuador, France, Germany, India, Italy, Japan, Malaysia, Mexico, the Netherlands, New Zealand, Sweden, South Africa, UK and USA. The teacher-student ratio is 1:9.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
This international mix facilitates global exposure and helps students transcend all artificial barriers based on race, religion, ethnicity, class, gender or nationality. Keen focus is given on all-round development, and students are encouraged to think innovatively by involving themselves in socially and environmentally relevant issues. The students also contribute to the local neighbourhood through community service programmes.

THE MAHINDRA FOUNDATION
The Mahindra Foundation has been set up with a specific objective: to provide medical relief to the poor and needy sections of society. The foundation has helped patients suffering from cancer, heart ailments as well as burn victims. It has also been very active during national calamities and disasters and has helped contribute and mobilise resources. The foundation also extends its support to academia and other professionals and sportsmen by helping them attend workshops and conferences overseas. The Mahindra Group has always been very responsive to any major disaster in India. Whether it's been the tsunami or the Gujarat earthquake, the Mahindra family has got together and always provided support either by way of financial help or by way of sending vehicles, supplying material or manpower.

ARTS AND CULTURE
The Mahindra Excellence in Theatre Awards (META) is the latest in the Mahindra Group’s efforts to encourage national theatre in two broad categories - Emerging theatre and Established theatre. The annual awards are in tune with the Group’s Corporate Social Responsibility programmes, which have already received a fillip in the Conglomerate’s 60th anniversary year.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
The awards will initially cover English & Hindi theatre and include other language productions at a later stage. The Critic’s Panel, consisting of expert theatre and literary personalities based in the four metros, has overseen the selection of the plays in both categories. The awards are in the following categories (separately for each category): 1) Best Play / Production 2) Best Direction 3) Best Actor 4) Best Actress 5) Best Playwright 6) Best Lighting Design 7) Best Sound Track 8) Best Costume Design 9) Best Set Design 10) Best Adapted Work 11) Best Supporting Actor 12) Best Supporting Actress The selection process covers four broad areas of the country, namely, North, South, East and West. The Critic’s Panels are based in each of the four regional hubs of Kolkata, Mumbai, Delhi and Bangalore. Six plays are selected from each region and are referred to the respective Critic’s Panel. The Panel from each metro city then sends the final list of eight productions to the Grand National Jury. The Grand National Jury for the year 2006 includes theatre luminaries such as Shyamanand Jalan, Shabana Azmi, Ila Arun, Shashi Kapoor, Zafar Hai and M. S. Sathyu. The Mahindra Group also plans to set up a Mahindra Academy for Excellence in Theatre.

ENVIRONMENTAL INITIATIVES
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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Environment protection is a part of everyday being at the Mahindra Group. Right from Mahindra products such as vehicles which are designed meeting International standards of Safety and emission, to all Mahindra plants across the nation which comply way beyond necessary environmental regulations by setting new standards in natural resource conservation, efficient water management and with the most recent Green IT; Mahindra shows that it care of planet earth proactively.

Towards making planet earth greener, the Group has vowed to plant a One Million Trees across the Nation by October 2008 under the Mahindra Hariyali initiative. Mahindra Hariyali, is a mass tree plantation initiative undertaken by each and every Mahindra location - be it a Plant/factory setting or a corporate office. Shramdaan by Mahindra employees (and their families) themselves and even Mahindra dealers is a major driver of the initiative. With strong and meaningful partnerships with various stakeholders in the civil society such as schools, colleges, trusts, and also the Government (Forest Departments etc), the Mahindra Hariyali model ensures plantation and nurturing of these trees in the society at large. What started as a seed with top management vision is now bearing fruits towards reaching the zenith of completion.

Since 1984, the Mahindra Group has been lending a hand to the ‘Green Bombay’ movement by developing and maintaining municipal gardens. Greenery is at a high premium as the city has less than half an acre of open place per thousand people. That’s ten times less than Delhi and twenty times less than what London offers. The Group has transformed three municipal gardens: The Shivaji Garden (near Gateway of India) is admired for its beautiful architecture and flourishing plants and flowers. Completely renovated by the Mahindra Group at a cost of Rs. 6 Lakhs, it now has pathways for pedestrians as well as new stretches of lawns and flowers. An area formerly frequented by anti-social elements has been merged with the garden, to prevent further misuse. Every effort has been taken to keep the garden in an immaculate condition and visiting hours are in place, facilitating maintenance work. 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
The Traffic Island Garden (opposite Regal Cinema) has been completely renovated by the Mahindra Group at the cost of Rs. 1 Lakh. New lamp posts and a variety of plants were put into place and the fountain was restored to its former glory. The garden provides visual relief in this crowded and traffic congested circle. The third garden is located at the junction of Madame Cama Road, to the south of Oval Maidan. This is a brand new garden, developed by the group from scratch, at a cost of Rs. 1.5 Lakhs. Formerly misused by vagrants, it is now a serene and beautiful little corner.

EMPLOYEE SOCIAL OPTIONS
Esops - What is commonly known as Employee Stock Options has a whole new meaning at the Mahindra Group Esops for the Mahindra-ites meanssharing a part of yourself to help the less fortunate. It implies looking beyond one-self. It means sharing one’s skills to make the society healthier, cleaner, greener, more literate and hence more sustainable. Esops here stands for Employee Social Options, a systematic employee-volunteering Programme under CSR (Corporate Social Responsibility). Esops, started in 2005 is a set of social work volunteering options that are created and implemented exclusively by employees themselves based on the needs of underprivileged communities in and around their areas of operation. In a way, it is each employee’s CSR. “Esops” enables Mahindra workforce to collectively donate thousands of human hours for various social projects, in the three focused areas of Education, Health and Environment, making social work an integral part of their lives. Launching Esops was an acknowledgement of the company that similar to its own outlook towards social responsibility; there were many employees who individually or through teams were as charitably inclined if not more. Esops made giving back to society not only a 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
management value but a team value as well, and more importantly give it a distinctive identity. Employees along with their families participate in the Esops activities in the nearby communities. Since 2005, the numbers of Esops Volunteers across locations has increased manifold from a just a few hundred volunteers to 14,535 Volunteers(March 2008). Today Esops activities are being conducted regularly in the following Indian States – Andhra Pradesh, Assam, Bihar, Chattisgarh, Goa, Gujarat, Himachal Pradesh, Jharkhand, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Rajasthan, Tamil Nadu, Uttar Pradesh, Uttarakhand, West Bengal and Union Territories of Delhi and Chandigarh.

MAHINDRA UNITED FOOTBALL
History

All work and no play can indeed make a company very dull. That’s why a simple club with a few games and basic amenities was set up in 1950. No one ever thought that this would grow into an establishment that ran a professional team and offered high quality facilities, incentives and allowances. The shift was gradual. In 1956, a group of youngsters enrolled themselves as the Mahindra official team in the Bombay Football League and made valiant efforts to reach the top.

To further improve the standards, the company provided a full- size football field for practice and training. At this point, with the football teams representing the company at tournaments in Bombay, 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
the need for a sports club arose. So the Mahindra & Mahindra Allied Company Sports Club came into being in 1962. Since then the team has gone from strength to strength, getting into Bombay’s senior division Harwood League in 1964 and earned the dashing sobriquet, ‘The Giant Killers’. Football was developing in Maharashtra and in Mahindra too. In 1969, Mr. Harish Mahindra was elected Vice President of Western India Football Association (WIFA). Mahindra & Mahindra Allied Company Sports Club, then known as the Orange Brigade, was the most popular team in Maharashtra after strong teams like TATA’s, Mafatlal’s and Caltex. The late 80’s saw Mahindra emerge as one of the most formidable teams in the country, attracting talented international players like P. M. Shivdas, C. Mustafa, Jerry Bassi, Henry Menezes, Santosh Kashyap and Godfrey Pereira. Top teams like East Bengal, Mohun Bagan and Mohammedan Sporting went all out to recruit the Mahindra players. In 2000, the Mahindra Football Team underwent a total revamp and the Orange Brigade turned red. The team was renamed Mahindra United under the leadership of Mr. Alan Durante, Executive Director & President of the Automotive Sector. Committed support from the Chairman, Keshub Mahindra, and Managing Director & Vice Chairman, Anand Mahindra, set the ball rolling. Big names like Raghavan, Derek Desouza, Harish Rao, Karel Stromsik, David Booth and Dhronacharya Awardee, Syed Nayeemuddin, have coached the team and taken it from victory to victory. There's been no looking back since then. Mahindra United of Mumbai is the only team in Maharashtra to win the Durand Cup twice, which is the second oldest trophy in the world. It is also the first team in Maharashtra to win the Harwood League and the Nadkarni Cup three times in a row. In fact, right now the Indian football team too, is led by the captain of Mahindra United. Honours 2006 2003 2003-2005 2003 : : President : : of Maldives AFC Invitational Federation Super Soccer Cup in Group B Cup Cup Cup

2004 : AFC CUP (Asian Football Confederation) 2004 3rd Place

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
1971, 1982, 1984, 1985, 1987, 1995 :12x Mumbai Elite Division 2002, 2003, 2004, 2005 1998, 2000, 2000, 1980 1993 1998 : 1999 : Mammen Mappillai Cup Mahindra United Under - 19 years In an attempt to nurture young talent and promote football in Mumbai, Mahindra United fielded an Under-19 years team from 2003. The team performed extremely well in the NFL league for U-19 years and reached the semi-finals, beating teams like Churchill Bros and Salgaocars. This promotion of the U-19 years team has helped the players to develop and display their talent at the top level and has got them instant recognition and offers from some leading clubs in Mumbai. Mahindra United Under - 15 years Spurred by the success of its U-19 years team, Mahindra United fielded an Under-15 years team from 2006. The team played the Manchester United Premier Cup Asian Qualifiers held at Kolkata where top NFL Clubs participated. : : Chief 2001/02 2001/02 : 2001, Bandodkar Rovers Ministers Gold : 2x 3x Durand Nadkarni Cup Cup 2002 Cup Cup Cup

The Mahindra United Structure President Hon. General Secretary Asst. Hon. General Secretary Manager AFC ‘Pro’ License, Coach AFC ‘C’ License Assistant, Coach AFC ‘C’ License Assistant, Coach Physio : : : : : : : : Mr. Alan Durante Mr. J. M. Mapgaonkar – Chief SSBU, Mahindra & Mahindra Limited Mr. Cedric Shackleton Mr. Henry Menezes Mr. Derrick Pereira Mr. Arshad Hussain Mr. Santosh Kashyap Mr. Sujit Manna 1

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Doctor Hometown Founded as Renamed to Title Sponsor Co-Sponsors : : : : : : Dr. N. N. Shingornikar Mumbai; MAHARASHTRA Mahindra & Mahindra and Allied Company's SC (1962) Mahindra United (summer, 2000) Mahindra Group of Companies Sharda Motors Industries Limited, Automotive Ground Capacity Practice Ground : : :

Anand Systems

Lear Corporation, Shell Helix The Cooperage Ground, Mumbai 12,000 people Mahindra & Mahindra Limited, Automotive Sector, Kandivali

No. Name 1 Subhashish Roy 2 3 4 5 6 7 8 Chowdhury Jinto Jose Manju Nanjangud Shivananju Deepak Kumar Mondal Samson Fernandes Shanmugam Venkatesh Sushanth Mathew Jose Marcio

Position Goalkeeper Defender Defender Defender Defender Midfielder Midfielder Midfielder/ Forward Forward Forward Midfielder/ Forward Midfielder Defender Forward Midfielder

DoB 27.09.1986 05.07.1980 09.05.1987 12.10.1979 07.11.1985 23.11.1977 18.05.1978 03.09.1976 19.12.1986 04.09.1978 23.10.1985 21.04.1977 23.01.1980 01.06.1980 01.03.1981

Nat. IND IND IND IND IND IND IND BRAZIL IND GHANA IND IND IND IND IND 1

Ramirez Barreto 9 Surojit Bose 10 Yakubu Yusif 11 Subash Chakraborty 12 14 15 16 Khalid Jamil Mahesh Gawli Abhishek Yadav James Lukram Singh

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17 18 19 20 21 22 23 24 25 26 27 Ishan Rawlley Singh Midfielder Peter Siddiqui Defender David Adjei Midfielder Othallo Tabia Defender Gouramangi MoirangtemDefender/ Singh T.G. Purushothaman Steven Dias Sandip Nandy Anees Kutty Hekmat Singh Irungbam Surkumar Singh Midfielder Goalkeeper Midfielder Goalkeeper Forward Midfielder Defender/ Midfielder Midfielder Defender Coach Assistant Coach Assistant Coach Manager Physio. Team Assistant Analyst 01.06.1987 17.04.1977 03.03.1977 20.10.1983 25.01.1985 06.06.1977 25.12.1983 15.01.1975 30.03.1982 12.04.1981 21.03.1983 30.05.1979 13.05.1982 IND IND GHANA IND IND IND IND IND IND IND IND IND IND IND IND IND IND IND IND IND

28 Krishnan Nair Ajayan 29 Rauf Sher Khan Derrick Pereira Shaikh Arshad Hussain Santosh Kashyap Henry Menezes Sujit Manna Denis D'souza Sujay Sharma

Table 4: Mahindra United Squad 2005-2006

COMPETITIORS OF M&M LTD.

• Tata motors
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Project Report for Tractor Division of Mahindra & 2009 Mahindra
• Escorts • Sonalika • Eicher

John Dere

• New Holland

ACHIEVMENTS AND AWARDS
CSR AWARDS
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Project Report for Tractor Division of Mahindra & 2009 Mahindra
BUSINESSWORLD AND FICCI JOINED HANDS IN 1999 to recognise the companies that take corporate social responsibility as seriously as their business. The outcome of that association was the Businessworld-FICCISEDF Corporate Social Responsibility Award, which went through its seventh edition in 2007. This year’s jury, chaired by Abid Hussain, former Indian Ambassador to the US, declared Mahindra & Mahindra the winner for its special focus on educating the underprivileged. The first runner-up was Tata Tea for its focus on helping the disabled. NTPC was declared the second runner-up for its immaculate waste management programme. The jury gave a special commendation certificate to Apollo Tyres for its attempt to contain the spread of HIV/AIDS. Two other shortlisted companies, MSPL and ONGC, were awarded certificates of appreciation. The winners were felicitated by finance minister P Chidambaram at a ceremony on 16 May 2008, at FICCI Federation House, New Delhi.

2009 • FES Nagpur won the 1st Prize in the State Level Award for Excellence in ‘Energy Conservation and Management’ in the Automobile Sector. The Hon’ble Governor of Maharashtra His Excellency, S. C. Jamir handed over the award to the representatives of FES at Pune on July 4, 2009. The competition was conducted by Maharashtra Energy Development Agency (MEDA) in October 2008. • AS Nashik won the 2nd prize in State level Award For Excellence in Energy Management on July 4, 2009. This state level award is instituted by MEDA (Maharashtra Energy Development Agency) for various industrial sectors for their outstanding contribution to Energy Conservation and Management. The award was conferred on the basis of Nashik Plant’s Energy Conservation initiatives and the last 3 years’ performance. • Mahindra FES was honoured with the 'Golden Peacock Award for Occupational Health & Safety - 2009' for Excellence in Occupational Health and Safety practices. The award was presented to the FES representatives at a special Gala Awards Event during the Global Convention on Climate Change on Sunday, 14th June 2009 at S.M. Convention Centre, Palampur (Himachal Pradesh). Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
• Mahindra FES won gold as the Best New Tractor in the Lower Horse Power Category (upto 70 Hp) at the 76th International Novisad Fair. The fair was held from 8th May ’09 - 16th May ’09 at Novisad, the capital of the Serbian Province of Vojvodina. Mahindra outbeat competition on parameters such as aesthetics, fuel consumption, handling ease and overall performance. The competition was organized by the organizing committee of Novisad fair and was conducted by leading agricultural experts from accredited agricultural universities. • On May 14, 2009, Mahindra & Mahindra was awarded the prestigious 21st CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar 2008, in the Large Manufacturing Enterprises category. Instituted in 1988 by the Council for Fair Business Practices, the award recognizes and applauds the efforts of businesspersons, business houses and business associations with an exemplary record of practicing and promoting Fair Business Practices. It encourages and motivates businesses to proactively pursue opportunities to fulfill its social responsibilities. • On April 29, 2009, Club Mahindra Snow peaks Resort, Manali was awarded as the Best Socially Responsible Resort at Manali by the area MLA & local administration. All Club Mahindra resorts are at the forefront of building awareness on Sustainability and Social Responsibility. The Scorpio receive the Best Off roader vehicle of the year 2009 award and the Start-stop technology received the Environment Initiative of the year 2009 award from Carwale.com on April 29, 2009. • On April 8, 2009, "Club Mahindra" was adjudged a Consume Superbrand after passing a rigorous consumer validation process, which included a survey across 19000+ respondents and scrutiny by the Brand Council Club Mahindra falls within the top 10% of all brands across all segments and categories. • Mahindra received five corporate collateral awards from the prestigious Public relations Council of India on April 4, 2009. M&M received awards for external magazine - Hello, corporate brochure – Lifeline Express, PR Campaign – Launch of FuelSmart technology in Bolero & Scorpio, In-House magazine – Mahindra Newsletter and Tabloid – Inside information. The 1

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Public Relations Council of India (PRCI) is the foremost platform for Public Relations professionals. and the PRCI's Annual Awards is the most prestigious event in the realm of Corporate Communications. There are 7 categories of Awards with Gold, Silver and Bronze trophies awarded in each category. The jury consists of eminent personalities from the world of mass media. Mahindra received the Green Award for the Scorpio M2DI Micro Hybrid at the annual NDTV Profit Car and Bike Awards held in Mumbai on February 20, 2009. The Mahindra FuelSmart system with Micro-Hybrid technology is a technological innovation developed by the Mahindra Research & Development team with the support of M/S BOSCH. This technology enables the SUV’s engine to switch off automatically at a traffic light when idle and in neutral gear and the engine starts seamlessly once the driver depresses the clutch before moving forward. Mahindra Renault received the Integrated Marketing Campaign of the Year award for its advertisement campaign ‘But Why’ at the annual NDTV Profit Car and Bike Awards held in Mumbai on February 20, 2009. • Mr. Anand Mahindra, VC & MD, Mahindra Group, was felicitated with the Qimpro Platinum Standard (Business) 2008 award at a ceremony held on February 6, 2009 which was attended by an eminent group of corporate leaders. Instituted by the Qimpro Foundation, the Qimpro awards highlight the quality achievements of extra ordinary individuals in an era of performance excellence. Mr. Mahindra’s citation said he was “a prime-mover of excellence in the manufacturing and service sectors, in rural and urban India. He is the face of New India in America, Asia, Africa, Australia and Europe; for the global farm equipment and utility vehicle sectors.” Mr. Rajeev Dubey, President (HR, After-Market and Corporate Services) and Member of the Group Management Board, Mahindra & Mahindra Ltd., received the Global HR Excellence Award for HR Leadership (JRD Tata Award) at the Global HR Excellence Awards 2008-09 organized by the World HRD Congress in Mumbai on February 6, 2009.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Ms. Sangeeta Pandey, Senior General Manager, HR, Automotive Sector, Mahindra & Mahindra Ltd., also received the Woman Super Achiever Award at the Global HR Excellence Awards 2008-09 organized by the World HRD Congress in Mumbai on February 6, 2009. • Mahindra’s Auto Sector has won the ‘Top Gear Manufacturer of the Year’ award. In an editorial titled ‘Forward Thinking – Mahindra’, the February 2009 issue of the leading automotive magazine ‘Top Gear’ showers the following encomium: “…The Scorpio hybrid and micro-hybrid (as the start-stop car is called) are evidence of a car maker that’s planning a long way ahead. True, neither system has been proven yet, and both are a little way from going on sale, but these are not mere concepts. Mahindra intends to make them work- and for what is still really a fledgling car manufacturer, only up to their second in-house car ever, that’s quite something.” • Chairman, Mr. Keshub Mahindra was honoured with CNBC TV18’s India Business Leaders Lifetime Achievement award, 2008 on January 22, 2009. Mr. Anand Mahindra received it on his behalf. The Lifetime Achievement award felicitates a leader who has redefined Indian industry and its perception globally. CNBC TV18 India Business Leader Awards was instituted in 2005 to recognize and felicitate those business leaders who have set exemplary standards. • For the Third time in a row, Mahindra’s Zaheerabad plant bagged the 1st prize in Andhra Pradesh Productivity Council Energy Conservation Award - 2008 competition among all Industrial categories. ENCON Cell, Zaheerabad plant received the award from Honorable Director of Andhra Pradesh Productivity Council Mr. GopalaKrishna on 8th January 2009 in Hyderabad. • Mr. Vijay Mahajan, Sr. G.M. Corporate IT has received “India's Best IT Managers Award” for 2008 from Great CIO at the "India's Greatest Technology Leaders" conference held on Jan 15, 2009 in Bangalore. Great CIO is Asia's largest Social Network of CIO's, IT management and Technology leaders, headquartered in India. This award is given to three IT managers who have made an exceptional contribution to the success of their companies through their work in the area of Information Technology. • Mahindra received the Best Innovation Award at the UTVi Autocar Awards 2009 held jointly by

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
UTVi and Autocar India on January 7, 2009. Mahindra received the award for its path-breaking FuelSmart system for Scorpio M2DI and Bolero SLX BS3 variants in the Indian market. The Mahindra FuelSmart system with Micro-Hybrid technology is a technological innovation developed by the Mahindra Research & Development team with the support of M/S BOSCH. This technology enables the SUV’s engine to switch off automatically at a traffic light when idle and in neutral gear and the engine starts seamlessly once the driver depresses the clutch before moving forward. 2008 • Mahindra & Mahindra was awarded the Niryat Shree Bronze Trophy by FIEO. The President of India gave away this prestigious award on the 16th of December 2008 at a glittering function in New Delhi. Mahindra was honoured with the Niryat Shree award based on its export performance for the year 2005-06. • Mahindra Farm Equipment Sector (FES) with their partner RC&M (a leading experimental marketing solution provider) bagged two golds at the second edition of the Rural Marketing Association of India (RMAI) awards 2008, held at JW Marriot Mumbai on 22nd December 2008. FES won both its awards for marketing campaigns in villages with population below 20,000. FES scored the first gold for “Best Integrated Rural Marketing Initiative” for Bhoomiputra 235 DI Air flow technology. FES bagged the second gold for the “Most Effective Use of Event Marketing” for “Arjun Ultra -1 Hosh Uda De”. The awards were presented in different categories for marketing campaigns, such as villages with population below 20,000 and in villages and towns between population of 20,000 and one lakh. • Mahindra and Mahindra Limited has been conferred with the CSIR Diamond Jubilee Technology Award 2007 for “Development and Commercialization of Scorpio”. Prime Minister, Dr. Manmohan Singh gave away the award at a function in New Delhi on December 20, 2008. The Scorpio ‘W’ is a new and improved version of Mahindra’s state-of-the-art flagship vehicle, the Scorpio. Forty-three incredible new features separate this vehicle from its earlier predecessors. It exhibits improved drive, performance, handling, and styling. Each feature of the vehicle has been 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
designed as per customer’s convenience, ensuring superior customer satisfaction. Mahindra & Mahindra Ltd. received the prestigious ICSI National Award for Excellence in Corporate Governance for the year 2008 at a function held in Vigyan Bhawan, New Delhi on December 20, 2008. The award is presented to those companies which follow the highest standards of corporate governance and follow best practices which are worthy of being exemplified. The Institute of Company Secretaries of India (ICSI), a premier professional body has been set up under an Act of Parliament to develop and regulate the profession of Company Secretaries. Zaheerabad plant has bagged the 1st prize in National Energy Conservation Award - 2008 competition in Automobile Industry category on 17th December 2008. The National award is instituted by Bureau of Energy Efficiency and Ministry of Power, Government of India for the various industrial sectors, for their outstanding contribution in Energy Conservation and Management. Nashik Plant has been awarded the National Certificate of Merit for Excellence in Energy Management 2008 by the Govt. of India on 17th December 2008. The Award was conferred on the basis of Nashik Plant’s various Energy Conservation initiatives and considering the last 3 years’ performance. The National award is instituted by Bureau of Energy Efficiency and Ministry of Power, Government of India for the various industrial sectors, for their outstanding contribution in Energy Conservation and Management. Nashik Plant was awarded the prestigious CII National Award For Excellence in Water Management 2008 at a function in Hyderabad at the Water Summit 2008 organised by CII, Hyderabad held on 17th and 18th December 2008. The National award is instituted by CII for various industrial sectors to acknowledge their outstanding contribution in Water Conservation and Management. Nashik plant received three prizes at the event, which included “Excellent Water Efficient Unit”, the Jury award for the Most Innovative case study, The people choice award and the Most Useful Presentation, which was bagged by the Nashik Team.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
• The Mahindra Group was honoured with nine communication awards at the 48th annual ABCI (Association of Business Communicators of India) awards nite in Mumbai on Friday, 7th November 2008. These are among the most prestigious communication awards in India. ABCI is a 52 year old organization committed to the cause of Business Communications. Mahindra won in the following categories - External Magazine (Hello), Indian Language Publications (Ingenious), Newsletter Design (Mahindra Newsletter), Brochure Design (Systech Brochure Design), Photo Features (Refresh), Social Responsibility Communication (Lifeline Express), EZine (Mahindra Spectrum), Web Communication (Monsoon Special on Intranet & One Mahindra) and Corporate Website (Nanhi Kali). Ms. Roma Balwani, Vice-President & Head, Corporate Communications was the first recipient of the Business Communicator of the Year award in the category Prestige Awards from Association of Business Communicators of India (ABCI). She received the award from the Governor of Maharashtra in the presence of Mrs. Rajshree Birla, Director, Aditya Birla Group at the annual ABCI awards nite on 7th November 2008. The Business Communicator of the Year is awarded to a Communications Professional who has dominated and influenced the profession of Communications and dealt very efficiently with crisis in the last few years. It is awarded to a professional who is seen as a role model in his/her stream. • Tech Mahindra Limited was conferred the 2008 Frost & Sullivan Growth Excellence Award on 15th October, 2008 at the Mandarin Oriental Hotel in Kuala Lumpur. The Award recognizes companies which have demonstrated significant excellence in growth leadership and consistently outperformed their competition by demonstrating higher than industry growth over the past few years. Auto Sector Igatpuri Plant won the Best Kaizen Award at the 12th National Kaizen Conference in Delhi on October 13-14. The Kaizen presented by the Igatpuri Plant on "easy to adjust on Mustang engine assembly line" won the Best Kaizen award. This is first time in the history of Igatpuri plant that a team has won at such a national level competition. The Nashik Plant became the first plant to win the prestigious CII National Award for Excellence 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
in Energy Management 2008 at an event held in Pune on 22nd and 23rd August 2008.. The award recognizes various industrial sectors for their outstanding contribution to Energy Conservation and Management. The award was conferred on the basis of Nashik plant’s various energy conservation initiatives and its performance over the last three years. • Club Mahindra Lake View Resort, Munnar has won the CNBC AWAAZ Travel Awards '08 for Best Resort for Health and Rejuvenation. Travel Awards is an annual event hosted by CNBC AWAAZ to honor the best in class travel destinations and other ancillary services of the tourism industry. These Awards recognize and honor best in class, destinations, organizations and service providers based on an objective study conducted by India’s leading research firm, The Nielsen Company. The CNBC AWAAZ Travel Awards are based on an exhaustive consumer response study, conducted across 12 cities with over 2000 consumers voting for their choice of travel services and destinations. The award ceremony will be held on July 3, 2008. • Mahindra & Mahindra was honoured with the Businessworld FICCI-SEDF Corporate Social Responsibility Award from the Honourable Finance Minister, Mr. P. Chidambaram in New Delhi on May 18, 2008. Instituted in 1999, the Businessworld FICCI-SEDF Corporate Social Responsibility Award identifies and recognizes the efforts of companies in integrating and internalizing CSR into their core business operations. Mahindra’s CSR activities focus on the three areas of education, environment and health, and the company has pledged 1% of its profit after tax (PAT) on a continuing basis for CSR activities. • Mahindra World City is the runner-up in the Best Developer - Mixed Use category at the 2008 Cityscape Asia Real Estate Awards held in Singapore on May, 2008. These awards honor leading real estate professionals and companies for their outstanding contribution to the industry. • Mahindra Lifespaces bagged the Creative Excellence in Employer Branding award from the Economic Times in the Real Estate category at a ceremony held in Mumbai in March 2008. The ad was selected from amongst the three best ads in the ‘Engineering, Infrastructure and Construction’ sector and was short listed from over 480 entries. Known as the ET Pink Slip Awards, these awards instituted by the Times Group, recognize an organization’s efforts in 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
attracting talent through recruitment advertisements that display creativity. • Mahindra Lifespaces’ project ‘The Woods’ in Wakad, Pune won the AESA (Architects Engineers & Surveyors Association of Pune) Gold Award, 2008, for being adjudged the Best Project in the Group Housing Category in Pune and adjoining area. • M&M won the Auto Monitor CSR award for the Lifeline Express at a glittering ceremony held in New Delhi on the 7th of March 2008. The Lifeline Express was the organization’s largest Esops initiative and was undertaken by the FES Rudrapur plant, who together with other volunteers such as doctors put in an amazing 21,742 man hours. • Mahindra & Mahindra won the following awards at the Asia Pacific HRM Congress 2007-08 in Mumbai on February 14, 2008 - Employer Brand of the Year 2007-08, Award for Best HR Strategy in line with Business, Award for Talent Management, Award for Continuous Innovation in HR Strategy at Work, Award for Excellence in Training, Award for Managing Health at Work Award for Global HR Strategy, Award for Excellence in HR through Technology and Award for Innovative Retention Strategy. • Mahindra & Mahindra Ltd. was awarded the 'Excellence in Innovation' Award at the Indira International Innovation Summit (3i's Summit) at a glittering function held on the 15th of February, 2008 in Mumbai. This award was presented to M&M for encouraging consistent innovation and building that into the fabric of the business. • Mr. Anand Mahindra received the CEO of the Year award at the Asia Pacific HRM Congress held at Land's End, Bandra, Mumbai on February 13, 2008. Mr. Mahindra was felicitated for his "outstanding and unparalleled contribution for providing strong, efficient, ethical and visionary leadership". • On January 19, Mr. Anand Mahindra, Vice Chairman and Managing Director of Mahindra & Mahindra, was honoured with Business India's Businessman of the Year 2007. Now in its 26th year, the award was instituted by Business India in 1982 to recognize that one outstanding individual in the business community who is a role model for our times.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
• On January 18, Mahindra Holidays & Resorts India Limited bagged the coveted Avaya Global Connect Award on account of Best Customer Responsiveness for its Club Mahindra Holidays Brand, in the travel and tourism category. • On January 18, Mahindra and Mahindra won the BSE award for Best Corporate Social Responsibility Practice at the Social and Corporate Governance Awards (Innovative strategies Measurable Impacts), presented by BSE and NASSCOM Foundation. The Award ceremony was the culmination of the Business for Social Responsibility Contest organized by BSE and NASSCOM Foundation in which Mahindra and Mahindra Limited was short listed along with 28 other Corporates for the category Best Corporate Social Responsibility Practice. • On January 15, FES won the prestigious "Golden Peacock National Quality Award - 2007" for Excellence in Quality. Conferred on after a thorough and rigorous process of evaluation by independent examiners, it is a matter of pride to achieve this honor. • On January 10, the Logan won the Midsize Car of the Year Award at the annual NDTV Profit Car India & Bike India Awards held in Delhi. The NDTV Profit Car India & Bike India Awards recognize the best in the automobile industry, as showcased in NDTV Profit's highly acclaimed 'Car and Bike' show. • Logan was declared the Hindustan Times Car of the Year 2007 by HT Cars & Bikes, a supplement of the Hindustan Times and also the Business Standard Motoring Jury Award 2008. • The Scorpio and the Logan received the TNS 'The Voice of the Customer' award along with the Innova at a glittering ceremony in New Delhi on January 9, 2008. 2007

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
• Mr. Anand Mahindra, VC & MD, Mahindra Group has been honored as Business India's Businessman of the Year award 2007 in its issue dated December 30, 2007.Business India is India's leading business magazine. The magazine's editorial says, "While the Business India award is for businessmen who have made their mark mainly in India, Anand Mahindra has made significant headway abroad too, a must in the era of globalization." • The Nashik Plant of Automotive Sector was awarded the prestigious Platinum 1st Runner Up Award of the India Manufacturing Excellence Award (IMEA) 2007 by Frost & Sullivan (global leaders in growth consulting, market research and corporate best practices) in Mumbai on 7th December 2007 amidst an august gathering of world class entrepreneurs. The Nashik Plant was commended as one of the "BEST FACILITIES IN INDIA that have achieved and sustained manufacturing excellence, with the diligence, perseverance, foresight and dedication required to develop a successful manufacturing organization and sustain continuous learning." • Mahindra & Mahindra Auto Sector's Zaheerabad plant has won the First Prize in the National Energy Conservation Awards - 2007 in the Automobile Industry category and its Nashik Plant has been awarded the Second Prize in the same category. Smt. Pratibha Devisingh Patil, H E The President of India gave the National Energy Conservation Award and Trophy in the presence of Shri Sushil Kumar Shinde, Hon'ble Union Minister of Power at Vigyan Bhawan, New Delhi on December 14, 2007 to Mr. Rajan Wadhera, Executive Vice President (Operations) and Mr. Vijay Dhondge, Vice President (Operations) received the Second Prize. • Mahindra & Mahindra was honoured with the Pegasus Corporate Social Responsibility Gold Award for CSR at the Pegasus CSR Awards 2007 at a glittering ceremony held in Mumbai yesterday on 12 December 2007. The award was given on the basis of M&M's initiatives in the field of health and education, i.e. Lifeline Express and Nanhi Kali respectively. • Mahindra Powerol has won the prestigious "VOICE OF CUSTOMER" award for the most preferred Genset Brand in the telecom segment. The award was announced by Frost & Sullivan in a glittering ceremony at Bangalore on 5th December'07 and exemplifies Mahindra Powerol's customer centric approach. Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
• Mr. Bharat Doshi, Executive Director & Group CFO, M&M, received the CFO of the Year award from Mr. Parthasarthi Shome, Advisor to the Finance Ministry, while Mr. Keki Mistry, MD, HDFC presented him with the award for Best Performing CFO in the Auto, Aviation and Auto Ancillaries Sector at the HSBC CNBC CFO Awards 2007 on November 22, 2007. The HSBC CNBC CFO Awards recognize and honour top performing CFOs across India Inc. and pay tribute to the global spirit of today’s CFO. • Chairman, Mr. Keshub Mahindra, has been conferred with the prestigious Ernst & Young Entrepreneur of the Year ‘Lifetime Achievement’ Award for 2007 held in Delhi on November 20, 2007. The Ernst & Young Entrepreneur of the Year Awards 2007 recognize successful entrepreneurs who have displayed an inspiring vision, unabated zeal and passion to make a difference. • Mahindra & Mahindra has been awarded as the organization with the “Best Automotive Manufacturing Supply Chain Excellence”. The awards were presented by IndiaTimes Mindscape ( Times of India Group ) alongwith the Business India Group at the Express, Logistics & Supply Chain Awards held in Mumbai on 28th September 2007. A. C. Neilson is accredited with the Research for the Awards Nominee’s & the Winners. • Mr. Arvind Tawde, Sr. VP and CIO, Mahindra & Mahindra, received the CTO of the Year 2007 award for his outstanding contribution to the IT industry and Mahindra & Mahindra. The award was handed over during the 8th CTO forum at Istanbul,Turkey on 9th September, 2007. The CTO of the Year awards is among the most prestigious and felicitates those who have rendered yeoman service to their organizations and industry. The theme of this year’s award was “Celebrating business and technology innovation”. • Mahindra & Mahindra has been honored with the coveted Bombay Chamber Good Corporate Citizen Award 2006-07 on the Chamber’s 172nd Foundation Day on September 21, 2007. The Good Corporate Citizen Award recognizes and honors conspicuous achievement by corporate organizations by way of service to the civic community, in addition to outstanding operational performance. The award takes into account several parameters, including Business Performance, Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
Corporate Interests, Employee Welfare, Customer and Stakeholder Satisfaction and Social Investment. • The Institute of Economic Studies (IES), New Delhi, has awarded the 'Udyog Rattan' to Anjanikumar Choudhari, President – Farm Equipment Sector and Member of the Group Management Board. Mahindra & Mahindra Limited was awarded the 'Certificate of Excellence in Productivity, Quality, Innovation and Management'. IES conferred this award on Mr. Choudhari for “outstanding performance in the field of industrial development of the country.” The awards were presented by Dr Bhishma Narain Singh (Hon'ble former Governor of Tamil Nadu and Assam and former Union Cabinet Minister) during the seminar on Economic Development on September 4, 2007, at New Delhi. • M&M has won the Security Strategist Award 2007 (in the General Industry category) for the Best Information Security Initiative in India. Security Strategist Award acknowledges organizations for their outstanding leadership in the field of Information Security and honors CSOs (Chief Security Officers) for displaying Information Security vision. These are instituted by Information Security, Indian Express Group's IT publication and Microsoft Corporation. • Mahindra & Mahindra Financial Services Ltd (Mahindra Finance), part of the $ 4.5 billion Mahindra Group and a leading player in providing financial services in the rural and semi-urban markets, has won the "Pioneer Award" in the individual category of the Enterprise Connect Award '07, instituted by Cybermedia India Online Ltd (CIOL) and Dataquest. This award has been given in recognition of MMFSL's innovative project called 'MF Connect 3000', which has been designed to enhance the quality of delivery to the customers. • Mahindra Lifespaces has been honoured as the Best Developer in the Best Transparent Systems category at the recently held CNBC Awaaz - CRISIL Real Estate Awards. Mahindra Lifespaces has been awarded for its residential project, 'The Woods'. • Mahindra & Mahindra was awarded the prestigious SAP ACE 2007 (Awards for Customer Excellence) by SAP India on August 27, 2007. M&M was awarded in the category 'Best Automotive Sector Implementation - Large Enterprises' for SAP Business Warehouse (BW) 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Implementation along with Management Cockpit. • Mr. Anand Mahindra, Vice Chairman & Managing Director, Mahindra Group has been honored with 'The Most Inspiring Corporate Leader of the Year' Award by NDTV Profit at a glittering ceremony in New Delhi on July 27, 2007. Finance Minister P. Chidambaram presented the award to Mr. Mahindra in the presence of who's who of India's corporate world. • Mr. Anand Mahindra, Vice Chairman & Managing Director of the Mahindra Group, was honoured with the LMA Entrepreneur of the Year 2006 award on June 19, 2007. The award has been instituted by the Ludhiana Management Association. • Mahindra & Mahindra Farm Equipment Sector has won an AE50 Outstanding Innovation Award 2007 from ASABE (American Society for Engineering in Agricultural, Food, and Biological Systems). ASABE is an international, not-for-profit organization of diverse members dedicated to advancing agricultural, biological and food engineering. Mahindra& Mahindra Farm Equipment Sector developed the Mahindra Shaan, deemed one of the year’s most innovative designs in engineering products or systems for the food and agriculture industries. The Mahindra Shaan is featured in the June 2007 special AE50 issue of ASABE’s magazine Resource: Engineering & Technology for a Sustainable World. • Mahindra & Mahindra's Farm Equipment division has been awarded the prestigious "Golden Peacock Occupational Health & Safety Award" for the year 2007 for Excellence in Health and Safety Practices. The award is conferred after a thorough and rigorous process of evaluation by independent examiners. This year, the jury was headed by Justice P.N. Bhagwati, the former Chief Justice of India. • Mahindra & Mahindra has been awarded the coveted Golden Peacock Eco - Innovation Award for its Innovative vehicle - Bijlee, the all electric, zero emissions vehicle. The award was presented on June 7, 2007 at a Convention on Corporate Response to Climate Change with the theme, "Combating Climate Change through Market Driven Solutions" at Palampur (Himachal Pradesh). • Mahindra & Mahindra has won the all India award for export excellence instituted by the Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
Engineering Export Promotion Council. Mahindra Farm Equipment Sector, which has been the domestic leader in tractors for the last 24 years, has been crowned Star Performer for 2005-06 by EEPC. The award was handed over to Mr. V. S. Parthasarathy, Executive VP, International Operations, Mahindra & Mahindra Farm Equipment Sector, by the Honourable Minister for Commerce & Industry, Mr. Kamal Nath, at a function in New Delhi on June 1 '07. The award recognizes Mahindra Tractors' outstanding contribution to Engineering Exports in the category of Large Enterprises in the product group "Agriculture & Forestry Machinery & Parts. • The Institute of Economic Studies, New Delhi, has awarded the 'Udyog Rattan' to Ramesh Iyer, managing director, Mahindra Finance. Mahindra Finance was awarded the 'Certificate of Excellence in Productivity, Quality, Innovation and Management'. IES conferred this award on Mr. Iyer for "outstanding performance in the field of industrial development of the country." The awards were presented by Dr Bhishma Narain Singh (Hon'ble former Governor of Tamil Nadu and Assam) during the seminar on Economic Development on May 22, 2007, at New Delhi. • Systech received the Best Supplier Award for 2006 from Benteler Automotive, a global tier one supplier with revenue of over $ 4 billion, for 2006 at an award ceremony at Paderborn in Germany. • Tech Mahindra awarded for Outstanding contribution, Achievements in the telecom industry and for continued support to the OSS/BSS community at the "Billing & OSS World 2007" conference. The award was announced by Telestrategies on April 25th 2007 as a part of the Billing & OSS World 2007 conference in Chicago. • Mahindra & Mahindra was awarded the prestigious Auto Monitor Corporate Social Responsibility Initiative of the Year 2007 Award for its Nanhi Kali Project at a glittering function held in Delhi. • Chairman, Mr. Keshub Mahindra was awarded the prestigious IBS Kolkata Lifetime Achievement Award for his ‘unparalleled contribution to industrial growth and social and economic development of the community’. • Mahindra & Mahindra was awarded the Global HR Excellence Award for Innovative HR Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
practices (Manufacturing Sector) at the Asia Pacific HRM Congress held in Mumbai. • Tech Mahindra received the ‘Organisation with Innovative HR Practices’ award under their Global HR excellence Awards at the Asia Pacific HRM Congress held in Mumbai. • Tech Mahindra’s Marketing and Communications team won the Award for Marketing in the IT Sector 2007. • Tech Mahindra’s Recruitment team was awarded the ‘Best overall Recruiting & staffing organization of the year’ award under the RASBIC awards (Recruiting and Staffing Best in Class). • The all new Mahindra Scorpio was awarded the coveted Golden Peacock Award for Innovative Product / Services in the Automobile segment. • Club Mahindra was awarded the Bronze for its magazine ‘Hello’ in the External Magazine category at the Association of Business Communications of India (ABCI) annual awards ceremony. Hello is a reflection of the Mission at Club Mahindra, translating holidays into the enrichment of individual and family holistic health and well being. • Mahindra Lifespaces won the silver for its website initiative - Sylvan County microsite (www.mahindraLifespaces.com/sylvancounty) and bronze for its Multimedia CD ROM based presentation on Mahindra Eminente at the Association of Business Communications of India (ABCI) annual awards ceremony. • Mahindra & Mahindra won the bronze for its wallpaper ‘Dread the Men in Red’ at the Association of Business Communications of India (ABCI) annual awards ceremony. • Mahindra & Mahindra won the bronze for its wallpaper ‘Dread the Men in Red’ at the Association of Business Communications of India (ABCI) annual awards ceremony. • Mahindra & Mahindra Scorpio won the CNB-AAA Creative Print Campaign of the year award 2007, given by NDTV in association with Car India and Bike India. • Mr. Anand Mahindra won the NDTV Profit – Car & Bike Award 2007 for Automobile Man of Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
the Year. • Dr. Pawan Goenka, President, Auto Sector was recognized as “Man of the Year” for 2006 by leading auto magazine Autocar Professional.

2006 • Mr. Anand G. Mahindra, Vice Chairman & Managing Director, was awarded the 'Best Corporate Leader' award by Business & Economy magazine. • Mahindra & Mahindra won the 'Most Innovative' award for its Corporate Personnel tracking system from PC Quest, under its Best IT Implementation Awards for the year 2006. • Mahindra & Mahindra received the NASSCOM & Economictimes.com award for excellence in Information Technology, in recognition of its effective use of IT to transform its business and set new benchmarks for Information Technology usage in corporate India. • Scorpio won the 'Best Travel Companion' award. • Mahindra & Mahindra won the Overdrive Car Maker of the Year Award in the Travel Awards category, from the Indian International Tourism Council. • Mr. Anand G. Mahindra, Vice Chairman & Managing Director, was named Auto Monitor Person of the Year.

• Mahindra United’s Irungbam Surkumar Singh was recognized by the All India Football Federation as the "Player of the Year 2005-2006". • Mahindra United won its maiden IFA title in Kolkata, the first win for a Mumbai club in the tournament’s 112-year history. • Auto Sector, Zaheerabad unit and Auto Sector, Kandivili Unit bagged the joint 2nd Prize in the National Energy Conservation Award for the year 2006 in the Automobile Segment. Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
• The innovative Mahindra Toofan Carnival campaign for Sarpanch 595DI Super Turbo won two Golds at the prestigious Rural Marketing Agencies Association of India (RMAAI) Awards held in Mumbai. • Mr. Anand Mahindra was awarded the CNBC India Business Leader of the Year Award. • Mahindra & Mahindra was awarded the coveted Golden Peacock Award for Excellence in Corporate Governance 2006. • Mr. Anand Mahindra won the prestigious CNBC Asia Business Leader of the Year Award for the year 2006.

• Mahindra & Mahindra won the first-ever SAP ACE – Awards for Customer Excellence, in the Business Impact category. • Mahindra & Mahindra received the highest Governance & Value Creation rating – CRISIL GVC Level –I from CRISIL ratings for its ability to create value for all its stakeholders while adopting sound corporate governance practices. • Mahindra & Mahindra was rated as the leading Indian company in the Automobile - Tractors sector for the ‘Dun & Bradstreet – American Express Corporate Awards 2006’. • Chairman, Mr. Keshub Mahindra received the "Business Visionary Award 2006" instituted by the National Institute of Industrial Engineering (NITIE), Mumbai. • Mahindra Lifespaces won the ‘Best Developer’ award in the ‘Customer Information’ category at the Maharashtra Chamber of Housing Industry (MCHI) Exhibition. • VC & MD, Mr. Anand Mahindra received the ‘CEO of the Year’ award at the India Brand Summit 2006. • Mahindra & Mahindra received the prestigious MIS Asia IT Excellence Award 2006 - Best Security Strategy at the MIS IT Summit 2006 at Singapore.

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
• Tech Mahindra won the first 'UK Trade & Investment India Business Awards 2006' in the coveted 'Business Partnership of The Year Award' category. These awards have been instituted by the UK Trade & Investment at the behest of Prime Minister Tony Blair in September 2005. UK Trade & Investment India Business Awards recognise and celebrate UK-India business partnership, specifically in terms of inward investment, collaborative business partnership, entrepreneurship and innovation.

2005 • Mahindra & Mahindra has been awarded as the Star Performer by Engineering Export Promotion Council Western Region for the year 2004 - 05. The award recognizes Mahindra & Mahindra's outstanding contribution to Engineering Exports during the year 2004 - 05. The award was presented in the product group of Motor Vehicles (including tractors) and parts. • • Mahindra & Mahindra received PC Quest's 'Best IT Implementation Award 2005'. Mahindra & Mahindra received the 'Best Logistics and Supply Chain Management Award' at the Supply Chain Management Logistics World. These awards honour the best in the industry for their initiatives in Supply Chain Management. • The Farm Equipment Sector won the Golden Peacock National Training Award-Special Commendation in recognition of excellence in training practices adopted by all employees. • Mahindra & Mahindra's Automotive Sector was awarded the 2nd prize for Excellence in Supply Chain Management, organised by S.P. Jain Institute of Management & Research, Mumbai. The competition was open to all Indian companies. • Mahindra & Mahindra was successfully certified as compliant with BS:7799 Part 2:2002 Information Security Management System. • Mr. Bharat Doshi, Executive Director, Finance & Corporate Affairs, was declared India's Best CFO by Business Today. 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
• The Automotive Sector received 'Commendation for Significant Achievement in Human Resource' from CII (WR). • The Automotive Sector, Kandivili, won the National Energy Conservation Award from the Government of India. • Mahindra Lifespaces was named India's fastest growing construction company by Construction World - National Institute of Construction Management & Research (NICMAR) study. • Mahindra Newsletter won the Bronze Award for the article 'Quality Goes Global' (Issue No. 1, 2004) in the Features category, in the 45th Annual Awards of the Association of Business Communicators of India (ABCI). 2004 • • The Farm Eqipment Sector won the Golden Peacock National Quality Award 2004. Scorpio was the winner of Brand Derby by Business Standard for most successful brand launch. • Scorpio bagged the Best SUV in Total Customer Satisfaction in the SUV segment in NFO Automotive's Total Customer Satisfaction Study. • The Kandivli plant of the Automotive Division was awarded the TS 16949 Certification by RWTUV for all the major processes, including marketing and Research & Developement. • The Kandivli plant of the Automotive Division was awarded the TS 16949 Certification by RWTUV for all the major processes, including marketing and Research & Development. • “The Kandivli plant of the Automotive Division was awarded the TPM Excellence by Japan Institute of Plant Management. 2003 • Mahindra & Mahindra received the prestigious National Energy Conservation Award from the Ministry of Power. Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
• The Farm Equipment Sector was awarded the prestigious Deming Prize for Excellence in Quality, making it the first tractor company in the world to receive the honour. • The Automotive Sector was the proud recipient of the prestigious National Award in 2003 in recognition of its pioneering Research & Developement efforts, which culminated in the indigenously engineered and highly successful vehicle, Scorpio. • Scorpio was the recipient of: 'Car of the Year' award from Business Standard Motoring 'Best SUV of the Year' and 'Best Car of the Year' awards from BBC on Wheels 'Car of the Year' award from CNBC Auto Car

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

CHAPTER III

PRESENTATION OF DATA AND ANALYSIS
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Project Report for Tractor Division of Mahindra & 2009 Mahindra

RESEARCH DESIGN OBJECTIVES OF THE STUDY
OBJECTIVES The main aim of the project is to find out the reason of following questions:  Why particular bankers prefer to finance tractors from other tractor companies than M&M?

 Who is the market leader in Banker’s perception?

 What are the different requirements of bankers for financing tractors?

 Is there any major policy change in tractor financing?

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

Data collection
Data Types and Sources Secondary Data

Before going through the time and expense of collecting primary data, one should check for secondary data that previously may have been collected for other purposes but that can be used in the immediate study. Secondary data may be internal to the firm, such as sales invoices and warranty cards, or may be external to the firm such as published data or commercially available data. The government census is a valuable source of secondary data.

Secondary data has the advantage of saving time and reducing data gathering costs. The disadvantages are that the data may not fit the problem perfectly and that the accuracy may be more difficult to verify for secondary data than for primary data. 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
For collecting secondary data we have gone to the dealers of M&M and ask the list of banks which are doing (less or no) financing M&M tractors. We also visited other dealers of other brands to know their point of view. We also visited different websites of the companies for collecting information about different brands of tractors.

Primary Data Often, secondary data must be supplemented by primary data originated specifically for the study at hand. Some common types of primary data are:
•demographic

and socioeconomic characteristics and lifestyle characteristics

•psychological •attitudes

and opinions and knowledge - for example, brand awareness - for example, purchase intentions. While useful, intentions are not a reliable - a person's motives are more stable than his/her behavior, so motive is a better

•awareness •Intentions

indication of actual future behavior.
•Motivation

predictor of future behavior than is past behavior.
•behavior

Primary data can be obtained by communication or by observation. Communication involves questioning respondents either verbally or in writing. This method is versatile, since one need only to ask for the information; however, the response may not be accurate. Communication usually is quicker and cheaper than observation. Observation involves the recording of actions and is performed by either a person or some mechanical or electronic device. Observation is less versatile than communication since some attributes of a person may not be readily observable, such as attitudes, awareness, knowledge, intentions, and motivation. Observation also might take longer since observers may have to wait for appropriate events to occur, though observation using scanner data might be quicker and more cost effective. Observation typically is more accurate than communication. 1

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

Project Report for Tractor Division of Mahindra & 2009 Mahindra
Personal interviews have an interviewer bias that mail-in questionnaires do not have. For example, in a personal interview the respondent's perception of the interviewer may affect the responses.

METHODOLOGY
The primary aim of the study is to know why some banks are doing tractor financing with few brand of tractors. The base sample is 20-40. The respondents are the bankers (commercial banks, state land development banks and regional rural banks). This will be done by carrying out the following process. a) Defining the problem and research objective: The research objective is to find out the perception of the bankers about the tractor financing and how M&M increase their sales through more financing. b) Method of data collection: After determining the research objective the nature of data to be collected is given due consideration as it will influence the interpretation of the entire project, after determining the nature of data the next step

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
would be to adopt an appropriate data collection method. The method of data collection adopted by the research is inclusive of a structured well designed questionnaire.

c)Sampling Design: i) Sampling units: The respondents of the questionnaire are categorized as the bankers of tractor financing. ii) Sample size: different

Survey will be conducted for 20-40 respondents who are the bank managers in competition dominating banks. iii) Sampling technique:

The respondents were interviewed with the help of a well structured questionnaire and will be interviewed personally to gather the required information. iv) Sources of data:

Data collected for the project study is inclusive of both primary as well as secondary data.

Primary Data: Primary Data will be collected from different bankers who are doing tractor
financing. The purpose of this study is to find out perception of bankers in the financing the tractors to the farmers.

Secondary Data: Secondary Data will be collected from the company’s website
www.mahindra.com, booklets, Product hand book of M&M, etc. The sources of collection secondary data are: 1. Books 2. Websites 3. Magazine 1

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

Project Report for Tractor Division of Mahindra & 2009 Mahindra
4. Brochure Method of contact will be Personal Interview for the following reasons:  Cost  Speed  Response rate  Geographical Flexibility  Interviewer bias  Quality of response.

d)Analysis This involves the conversion of raw data into useful information. To analyze each questionnaire of the respondents and to do a critical study on the response to each answer of the respondents. Report research findings: The report with the research findings is a formal written document. The research finding and personal experience will be used to propose the recommendations. TYPES OF RESEARCH DESIGN • • • The research design adopted for this study is exploratory research design. Exploratory research includes survey and fact finding enquiries of different kinds. Research design is used to describe the state of affairs, as it exists at present.

RESEARCH INSTRUMENT

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
• • A well structured design questionnaire is used for surveying the consumers. Dichotomous and close ended questions are included.

SAMPLE SIZE • A sample of 20-40 bankers will be taken for the survey. Business persons, Professionals, Nonprofessional and government officers are included. • Further these are only the people based on whom analysis and interpretation is done.

SAMPLING METHOD • Random sampling method will be chosen to conduct the survey in which the samples are selected randomly. Methodology: • The study will be conducted by Personal Interview with the bankers who are in tractor financing. • Observing & studying the behavior of the bankers and customers & their demand towards financing tractors.

Process of collection & analysis of Data: After collecting the entire filled questionnaire the collected data will be transferred to a worksheet, the data related to set objectives will then be classified and the findings will be graphically represented. Schedule: Time frame for completion of the Project is 2 months

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

LIMITATIONS OF THE STUDY
Primary data collection will be time consuming. The sample size selected will be limited to draw a common conclusion for the whole population. Bias on the part of respondents will be a major drawback. Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

DATA ANALYSIS

1. Are you in tractor financing?

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

GRAPH 5: Q1 2. From how long you have been in tractors financing business?

GRAPH 6: Q2

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
3. What is your overall satisfaction level with tractor finance?

GRAPH 7: Q3

4. What is your bank’s land requirement for tractor financing?

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

GRAPH 8: Q4

GRAPH 9: Q5 6. Who is the market leader of tractor industry?

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

GRAPH 10: Q6

7. Does dealer visit your bank?

GRAPH 11: Q7 Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY 1

Project Report for Tractor Division of Mahindra & 2009 Mahindra
7.1 If yes, then

GRAPH 12: Q7.1

9.1. Why you prefer cases from ………….. ?

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

GRAPH 13: Q9.1

10. M&M is the market leader in tractor industry, why you did fewer cases for M&M?

GRAPH 14: Q10 1

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

Project Report for Tractor Division of Mahindra & 2009 Mahindra
11. Do you think that good relationship with the dealer of the company will be helpful in tractor financing?

GRAPH 15: Q11

12. Any major policy change for tractor financing?

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
GRAPH 16: Q12

13. Do you interest in the meeting (Banker’s Meeting) with company’s people?

GRAPH 17: Q13

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

CHAPTER IV
FINDINGS, CONCLUSIONS AND SUGGESTIONS

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

RESULT & CONCLUSIONS
After the systematic analysis of the questionnaire, we found that  There is no major change in the policies of bankers regarding tractor financing expect some changes in Rate of Interest to some extent (vary from half to one percent only).  Every bank have same requirement from customer for tractor financing expect for land mortgaging. For land mortgage more than 85% is asking for 4 Acres land and very few are asking for 6 & 8 Acres land. State Bank of India needs Blood Relation between partners joining to fulfill land mortgage requirement.  According to our analysis M&M as a market leader in the perception of 78% bankers.  Some particular banks are not doing business with M&M or doing less number of cases for M&M. there could be many reason for that but our study shows that this primarily because of following factors: • Because of customer perception: For tractor industry customers are the farmers. Because of the unawareness, word of mouth marketing, farmers are inclined to other brands. • Average or less relationship of the dealer with the bankers: Dealer plays a crucial role in tractor financing because dealer is the only person who is in direct contact with both customers and bankers. Both are important for having finance. Now if the dealer looses one side, he automatically looses other side. Also dealer is not exploring new opportunities in the market. There are many banks who are ready to finance tractors but dealer never approaches them. • Bankers are expecting more support from company/dealer side. 1

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

Project Report for Tractor Division of Mahindra & 2009 Mahindra

RECOMMENDATIONS
 M&M should change customer perception about their tractors by some good marketing strategies. Company should plan their marketing strategy in such a way that the customers (Farmers) can easily identified distinguish features of Mahindra tractors over other tractors. Indirect marketing can play a vital role in this regard.  M&M should arrange a Banker’s Meeting regularly. This will certainly motivate those bankers who are not associated with M&M and also motivate existing bankers which doing cases with M&M.  Provide tractors on lease through govt. agencies: M&M tractors can be made available on lease in partnership with government agencies as sugar mill co-operative societies. Government partnership would impart a stamp of reliability on M&M tractors and at the same time, provide a test-platform for the farmers who would definitely consider M&M when buying a tractor in future.  Customer and Bankers both is in direct contact with the dealer. Dealer plays a crucial role for tractor sale because of the direct contact with both customer and bankers. Having a good relationship with both helps a lot in tractor financing. Dealer should meet with bankers regularly not only at the time of cases but also on some other occasions. Dealer should also explore new opportunities in the financing of tractors, like identifying new comers in tractor financing in the region.  Now bankers are expecting more support from dealer as well as company. Some bankers want support in recovery of the loan amount or searching customer for recovery from dealer because

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
dealer have strong local network than bankers. There are some issues with the bankers which need to be clarified.

ANNEXURE

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra

QUESTIONNAIRE

Name: _____________________________ Organization: _______________________ Designation: ________________________ Contact: ___________________________ 1. Are you in tractor financing? YES NO

2. From how long you have been in tractors financing business? <1 year 1-3 years 3-5 years >5 years 3. What is your overall satisfaction level with tractor finance? Excellent Good Average Poor

4. What is your bank’s land requirement for tractor financing? 4 Acres 6 Acres 8 Acres

5. Rank the following parameters for tractor in terms of their frequency? FREQUENCY HP 0-25 30-45 50-60 MAX Above Avg avg below avg min

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
6. Who is the market leader of tractor industry? M&M ESCORTS SONALIKA SWARAJ

7. Does dealer visit your bank? YES 7.1 If yes, then At the time of cases only On some other occasions also NO

8. Number of cases for particular brand in last financial year (Please specify numbers): TAFE ESCORTS EICHER SONALIKA SWARAJ M&M 08-09 9.1. Why you prefer cases from ………….. ? Good Dealer Relationship Customer Perception 9.2. Why you not prefer other brands? Communication gap with dealer Negotiation Difficulties Any Bad Experiences with the company / dealer Please Specify………… 10. M&M is the market leader in tractor industry, why you did fewer cases for M&M? Customer Perception Dealer relationship less awareness Customer Perception Market Share Good performance

11. Do you think that good relationship with the dealer of the company will be helpful in tractor financing? YES NO

12. Any major policy change for tractor financing? YES NO

13. Do you interest in the meeting (Banker’s Meeting) with company’s people? Yes 14. What was your budget for Agri-financing? Please specify…….BudgetNo

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Utilized-

SACHIN AWASTHI
Ph 09450540527(M), 09415596124 (H), Email: sachin.bme.abs@gmail.com 331- NIRALA NAGAR, NEAR HANUMAN TEMPLE, RAEBARELI-229001

OBJECTIVE Exploring best opportunities for the Business of the company. EXPERIENCE
• • Worked as a Biomedical Engineer in Max Healthcare, Delhi from 27 June, 07 to 3 March 08. Worked as a Marketing Executive with AV Medical System, Delhi from 4th March 08 to 31 July 08.

EDUCATION
• Doing MBA (G) from AMITY BUSINESS SCHOOL, AMITY UNIVERSITY, LUCKNOW CAMPUS with specialization Marketing & IT. (Will be completed in April’2010). B.Tech (Biomedical Engineering) with 70% marks in 2007.

Prepared by: SACHIN AWASTHI, AMITY UNIVERSITY

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
• • Intermediate with 60% marks from U.P. Board in 2000. High School with 59% marks from U.P. Board in 1998.

PROJECT HANDELED • Done summer internship project with Mahindra & Mahindra in Marketing as a Market Researcher for Lucknow & Barabanki location. • • • To study & analyze Customer Perception about multiplexes in Lucknow. A detailed analysis on the marketing strategy of BIG BAZAAR. Have worked on a curriculum project “Message Detection System for Speechless Paralytic Patients “in Engineering.

RELEVENT SKILLS

• • • • • •

Good computer (MS office, internet, softwares) knowledge. Done academic project as a group leader. Active member of Organizing Committee for Amity’s Annual Function “SAMANYAV 09”. Familiar with French language. Having good interpersonal skills Attended National and International Conferences.

PERSONAL DETAILS
Father’s Name Mr. R. P. Awasthi 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
Birth Date Mother’s name Gender Marital Status March 01, 1984 Mrs. Kamini Awasthi Male Single

Date:

(SACHIN AWASTHI)

BIBLIOGRAPHY
Books:
(i)
AAKER, KUMAR, DAY, Marketing Research

Internet:
i.

www.mahindra.com, Our Group, Our Business, Social Initiative, Global Presence, Product & Services, Award & Recognition, 05/07/2009

ii. iii. iv.

www.konceptanalytics.com, A new report on Indian Tractor Market, 05/07/2009 www.indianmba.com, Tractor Industry in India, DR. Prachi Singh (DIMAT Raipur),04/07/09 www.autojunction.com, Tractors, 06/07/2009 1

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Project Report for Tractor Division of Mahindra & 2009 Mahindra
v. vi. Tractor Industry in India- Present & Future, Mr. Ramesh C. Jain, President, Indian Tractor Manufacture’s Association, 05/07/2009
http://en.wikipedia.org, Mahindra & Mahindra, Deming Prize, Priority Sector, 05/07/2009

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