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The Design Strategy Behind Mahindra's Remarkable Rise

How Mahindra went from relying on global design houses to building a future-ready, digitally empowered, and globally capable design powerhouse in India.

By Darshan Nakhwa, Prerna Lidhoo & Ketan Thakkar

21 Jul 2025

16324 Views

The Design Strategy Behind Mahindra's Remarkable Rise

In the early 2000s, Mahindra & Mahindra was a fast-growing Indian automaker—but not one known for cutting-edge design. Back then, many OEMs, including Mahindra, turned to storied Italian design studios like Pininfarina and Bertone to shape their vehicles. Products like the Xylo and Marazzo had their roots in such collaborations. That era, though fruitful, has now given way to a new chapter—one where design is not outsourced, but deeply embedded into Mahindra’s core.

Mahindra’s Rise in the Indian Automotive Landscape

Mahindra & Mahindra has consolidated its position as a formidable player in India’s competitive automotive market, holding the ...

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