Mahindra & Mahindra Ltd., a prominent SUV manufacturer in India, has delivered the first-ever Thar ROXX, VIN 001, to Mr. Aakash Minda, who won the online auction with a bid of ₹1.31 crore. The auction, held on carandbike website from September 15 to 16, 2024, attracted 20 active bidders and received over 10,980 registrations.
Minda selected the colour Nebula Blue from seven available options. The SUV, delivered in New Delhi by Manjari Upadhye, CMO of Mahindra Automotive, includes an exclusive badge signed by Mahindra Group Chairman Anand Mahindra and a decorative branding plate numbered 001.
Nalinikanth Gollagunta, CEO of the Automotive Sector at Mahindra & Mahindra Ltd., noted the significant interest in the auction, which drew more than 10,000 registrations, indicating a strong passion for the Thar ROXX. He congratulated Mr. Minda on his win and highlighted that the auction proceeds would support a meaningful cause.
Aakash Minda, Executive Director of Minda Corporation Limited and the winner of Thar ROXX #1, expressed his connection to the Thar legacy and noted the importance of the initiative, as proceeds will be donated to the Naandi Foundation, a recognised not-for-profit organisation. This contribution aligns with Mahindra’s aim to support social causes.
Mahindra matched the winning bid, doubling the contribution to the Naandi Foundation and enhancing the impact of the charitable initiative. The auction was conducted by Mahindra First Choice Wheels on the carandbike online platform, with oversight from Ernst & Young.