A USD 6.3 billion, 100,000 people strong, confederation of diverse businesses, the Mahindra Group is among the top ten industrial houses in India.
Although Mahindra's approach to business had conventionally been 'Beyond Profits', there was a need to consolidate standalone business, social & environmental activities under one umbrella, provide a strategic sustainability framework with measurable goals and inject a fresh business urgency for accelerated adoption.
A Gallup survey, conducted after a year of the launch, reported that an overwhelming 75% of Mahindra employees were aware about sustainability issues.
Alternative Thinking now features in the Mahindra Brand Manifesto, and is recognised as one of the three pillars for the organisation.
The campaign has won accolades from sustainability professionals and business communicators.
ABCI Gold Award - 2010
PRCI Gold Award – 2010