Cultural And Social Values And Technology: A Case Study: Mahindra

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Mahindra and Mahindra is an automobile manufacturing company and is a subsidiary of parent group Mahindra. Founded in 1945, it has expanded its base to many other countries and acquired certain companies like SsangYong Motors, Reva. It currently has an employee base of more than 34,000 employees.
Mahindra initiated its ‘Rise campaign’ in 2011 to unify the brand across customers and portray the brand as inspirational and ambitious. Thus, cultural and social values of its parent group have ensured Mahindra & Mahindra fosters an inclusive culture in its workplace. Although, across the automobile industry in India, there is talent scarcity and there are numerous operational obstacles to accommodate women in the company, Mahindra & Mahindra makes effort to assist the diverse groups specially women in India to feel inclusive. E.g. AWARE is an initiative that takes care of women safety at times of risk and emergency, it has certain Employee resource groups for women to collaborate and share stories of their success. It also has a zero tolerance policy for discrimination against any employee on the basis of gender, creed, religion or cast.
To ensure strong leadership drives the growth of the organization, Mahindra & Mahindra has a rigorous recruitment process for its managerial roles. It provides challenging work to the middle managers to showcase their significance in the organization and recognize their talent for fast growth within the organization

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