Mahindra Thar to ‘Explore the Unexplored’ terrain of the country Mahindra Adventure Challenge 2011 set to recognize some of the best off-roading talent Part of Mahindra’s unique Adventure Initiatives

1. Press Release For Immediate Publication
‘Mahindra Adventure Challenge, 2011’ flagged off
Mahindra Thar to ‘Explore the Unexplored’ terrain of the country
Mahindra Adventure Challenge 2011 set to recognize some of the best off-roading
talent
Part of Mahindra’s unique Adventure Initiatives
Mumbai, March 10, 2011: Mahindra & Mahindra Ltd. (M&M Ltd.), a part of the US $7.1 billion
Mahindra Group, recently flagged off its „Mahindra Adventure Challenge, 2011‟ from Mumbai.
A first of its kind initiative, the Adventure Challenge is a unique proposition, whereby Thar – the
recently launched and ever popular off-roader, has been offered to the seven leading
automobile magazines of India for a period of one month, to drive across the length and breadth
of the country.
The initiative will involve each publication driving to a particular zone, to ‘Explore the
Unexplored’ terrains of India. The choice of zone was conducted through a draw of lots in
Mumbai.
The „Mahindra Adventure Challenge, 2011‟ was flagged off by Mr. Rajesh Jejurikar, Chief
Executive, Automotive Division, Mahindra & Mahindra Ltd. and Mr. Vivek Nayer, Senior Vice
President, Marketing, Automotive Division, Mahindra & Mahindra Ltd. Once the teams return
from their adventure drives on April 7, 2011, they will share their experiences and stories and
the winners of the „Mahindra Adventure Challenge, 2011’ will be declared.
Speaking at the flag-off ceremony, Rajesh Jejurikar, Chief Executive, Automotive Division,
Mahindra & Mahindra, said, “As you are aware, the USP of our vehicles over the years have
been their tough and rugged DNA. The Thar, launched a couple of months ago, has received an
overwhelming response. Given its off-roading capabilities, the Thar, is an ideal vehicle for long
drives and getaways and to propagate this off-roading capability, we are pleased to announce
the „Mahindra Adventure Challenge, 2011’. Going forward, this initiative will also lead into
many more such events as we look to unleash the potential and thrill of off-roading.”
Speaking on the occasion, Vivek Nayer, Senior Vice President - Marketing, Automotive
Division, Mahindra & Mahindra said, “Mahindra is all set to unleash a series of Adventure
Initiatives throughout the year, with this Adventure Challenge being the first. The series of
Adventure Initiatives will leverage the changing aspirations and lifestyles of the upwardly mobile
Indian consumer. The recently concluded Annual Mahindra Great Escape was a roaring
success and this Mahindra Adventure Challenge is all set to create its own place of prominence
within off-roading adventures. Further the journey also aims to celebrate Incredible India by
connecting exotic and unexplored locales of our country.”
About The Mahindra Group

2. The Mahindra Group focuses on enabling people to rise. Mahindra operates in the key
industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles,
information technology, and vacation ownership. Mahindra has a presence in the automotive
industry, agribusiness, aerospace, components, consulting services, defense, energy, finance
and insurance, industrial equipment, logistics, real estate, retail, steel, and two wheelers. A US
$7.1 billion multinational group based in Mumbai, India, Mahindra employs more than 112,000
people in over 79 countries. In 2010, Mahindra was named among the Forbes Asian Fab 50
and the Credit Suisse Great Brands of Tomorrow. Its flagship company Mahindra & Mahindra
Limited has recently earned the distinction of being the only Indian automobile manufacturer to
feature in the top 10 list of the Carbon Disclosure Leadership Index in India,- 2010, created by
the Carbon Disclosure Project (CDP). For more information, visit www.mahindra.com
For further information, please contact:
Ms. Roma Balwani
Senior Vice President & Group Head, Corporate Communications
Mahindra & Mahindra Ltd
Phone: (+91-22) 2490 1441
Fax: (+91-22) 2490 0830
Email: balwani.roma@mahindra.com