Mahindra & Mahindra Ltd has launched ‘Uday’, a CRM (Customer Relationship Management) program for Mahindra small commercial vehicles owners. It covers the entire 12-model portfolio of Mahindra’s small CVs.

The company says the customer-centric initiative has been designed taking into consideration the insights received from its customer base in the segment. The program sees both monetary and non-monetary benefits for customers including a personal accident insurance policy (worth Rs 200,000) for vehicle drivers, 10 percent discount on labour and 5 percent on spares parts, a mobile recharge of Rs. 100 and a unique referral scheme with benefits of free service coupons for introducing prospective customers to Mahindra’s CV range. The referral benefits are applicable to both the referrer and the referee. Customers also get access to the company’s ‘With You Hamesha’ vehicle service and health check-up camps. The Uday program’s family benefits also include a scholarship initiative for children of enrolled members.

According to Vivek Nayer, chief marketing officer, Automotive Division, Mahindra & Mahindra, said, “As a first-of-its-kind initiative to be launched for small commercial vehicle customers, Uday will help us connect better with our customers by creating a sense of belonging to the Mahindra brand and strengthen their bond with us. Uday is unique in that it offers a host of social benefits to not only our customer but his family as well.”