Mahindra’s Automotive sales executives are familiar with the vegetable market map of India as they believed that pick-ups had the potential to be much more beneficial to their customers. In order to tap this potential, the team travelled extensively across the country, to understand the customers and their needs.
They observed that the pick-ups offered several advantages compared to Light Commercial Vehicle(LCV) .The first advantage was that it could easily cross state borders and LCVs are not optimum carriers for perishable products as they need to be immediately transferred to the market. Interestingly, the company's sales executives found that many farmers already owned pick-ups to transport goods on their own instead of depending on LCVs.
The team got into action right away! Ever since then Mahindra pick-ups have dominated this segment, whether it is to carry vegetables from West Bengal, fruits from Nashik, grapes from Hyderabad or cotton garments from Tirupur.
In West Bengal, the marketing team went a step further and interacted with farmers to get in-depth information on vegetable and fruit cultivation practices in India and the route used by farmers to send their produce to neighbouring states. Innovation was the mantra to sustain dominance in this segment.