Mahindra & Mahindra Ltd.

Brief Introduction :
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, financial services,
industrial equipment, logistics, real estate, retail, steel and two wheelers.
A USD 15.4 billion multinational group based in Mumbai, India, Mahindra employs more than
144,000 people in over 100 countries. In 2011, Mahindra featured on the Forbes Global 2000 list,
a listing of the biggest and most powerful listed companies in the world. Dun & Bradstreet also
ranked Mahindra at No. 1 in the automobile sector in its list of Indias Top 500 Companies. In
2010, Mahindra featured in the Credit Suisse Great Brands of Tomorrow. In 2011, Mahindra
acquired a majority stake in Koreas SsangYong Motor Company.
Corporate Social Responsibility (CSR) has always been an integral part of the vision of the
Mahindra group since its inception in 1945, and has been the cornerstone of its core value of
Good Corporate Citizenship. The Mahindra group pledges 1% of its profit after tax (PAT) on a
yearly basis for its CSR initiatives, largely to benefit the socially and economically disadvantaged
sections of society especially SC/ST and the Girl Child. While the focus area for CSR has been in
the field of education, the group has also been active in the areas of health and environment.
Last year M&M introduced Rise to the world, a symbolism of Mahindras dedication to continual
improvement within itself and in the people it touches.
A brief of the major affirmative action initiatives the company has invested in is given
below:
A. NANHI KALI:
Bearing in mind the millennium development goals, the Mahindra group has been supporting
the cause of Girl Child education since 1996 through Project Nanhi Kali, the flagship project
of the K C Mahindra Education Trust. The Nanhi Kali sponsorship provides the girls with not
only academic support though classes where concepts of math, science & language are
taught, but also material support in the form of uniforms, school bag, shoes, socks,
stationery and hygiene material enabling the girl to attend school with dignity. During F-12
74,383 girls across 9 states in India were provided academic and material support, of which
the Mahindra Group supported the education of 27,887 Nanhi Kalis. These girls come from
diverse locations - urban slums in the cities of Mumbai, New Delhi, Chennai and Hyderabad,
remote tribal hamlets of Araku and chronically drought-hit Mahabubnagar in Andhra
Pradesh, dacoit-infested rural Sheopur in Madhya Pradesh, the remote tribal belt of Udaipur
in Rajasthan, and armed conflict-ridden Kanker in Chhattisgarh. Over 60% of the Nanhi Kalis
belong to socially and economically marginalised communities i.e. SC/ST. Significant
outcomes have included curtailing drop out of girls from school to less than 10% and a 20 %
increase in learning outcomes across all project areas.
B. MAHINDRA ALL INDIA TALENT SCHOLARSHIP (MAITS):
Instituted in 1995, MAITS are awarded to students from lower socio economic strata to
enable them to pursue a job oriented diploma course at a recognized Government
Polytechnic in India. Approximately 500 scholarships are given every year for students to
undergo a three year course. In F-12, 510 students were awarded the Mahindra All India

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Talent Scholarship with 50% of the beneficiaries being girls and over 50% belonging to the
socially marginalized groups i.e. SC/ST. KCMET has awarded 5804 MAITS scholarships till
date. A survey of students who have graduated in 2011 has revealed that 29% had secured
jobs with salaries ranging from Rs. 5,000/- to 17,000/- per month in reputed companies such
as Mahindra & Mahindra Ltd, TVS Motor Company & L&T Ltd., and approximately 41% have
opted for further studies.
C.

MAHINDRA PRIDE SCHOOL:

The Mahindra group committed to set up Mahindra Pride Schools in response to the
government's mandate for affirmative action in 2007. MPS through its one-of-a-kind
livelihood training program that not only trains but completely transform youth from socially
disadvantaged communities (SC/ST) but by placing them in high growth service sector
careers. The training is provided in 3 areas - (a) F&B and Housekeeping for the Hospitality
Sector, (b) Sales training for the Retail Sector and (c) IT & ITES for BPOs and KPOs in the
IT Sector. Apart from this there is great emphasis on Life skills and English. The course
duration is for 3 months. Presently there are four Mahindra Pride Schools providing training
and placements to 2400 SC/ST youth every year.
CASE STUDY:
DRIVING POSITIVE CHANGE THROUGH THE MAHINDRA PRIDE SCHOOLS
Given the severe economic hardships facing her family, the eldest child of Rajshekar &
Soleshwari, 21 year old Srilekha, completed her graduation in computer science scoring
70% through sheer perseverance. After sole bread winner Rajshekar's potato chip stall
failed, the familys situation reached a point of complete desperation, forcing them to sell
their house to repay debts and compelling Srilekha's mother to sell potato chips to liquor
bars in the locality. Fortunes turned for the family, when Srilekha was referred to the
Mahindra Pride School in Chennai, where she received intensive training in ITES. MPS did
wonders for Srilekha as the trainers instilled in her a positive and can-do attitude. After
successfully completing the 3 month training at MPS, Srilekha was placed at Cognizant
Technologies Limited as a 'Trainee Programme Analyst' earning the highest starting salary
(till date) of Rs. 25,000 per month.
Says Srilekha MPS is an ever rejuvenating heavenly garden which has nourished my life to
bloom prosperously. It has drastically changed my life. Now I have become the most
responsible person in my family & want to ensure a happy future for my mother and my
younger sister, whom I will educate. Now I have even started dreaming about a house of my
own. Thank you, my dear teachers, thank you, MPS.
Like Srilekha, over 4000 students from socially disadvantaged communities (SC/ST) have
received training at the Mahindra Pride School, in one of the three areas of Hospitality Craft,
Information Technology Enabled Services (ITES - for BPOs & KPOs) and Customer
Relationship Management. The Mahindra group set up these Mahindra Pride Schools, in
support of the Government mandate for affirmative action with an objective of empowering
youth from socially disadvantaged sections of society through livelihood training, to enable
them to gain employment based on their skills. Post the 3 month intensive training MPS
students have found high growth service sector jobs with food chains like McDonalds, Pizza
Hut, KFC, Caf Coffee Day, 5 star Hotels such as Hotel Le Meridien and the Marriot,
department stores such as Westside, and BPOs and KPOs such as Bajaj Allianz, Syntel,
HCL, TCS, Dell, Cognizant and Mphasis. The highlight of the placement process has been
100% placement of students in lucrative jobs and a consistent increase in average salary per
batch from INR 4500 to INR 9320. Operating at Pune, Chennai, Patna & Chandigarh today,
MPS is committed to continue to provide livelihood training to over 600 students per school

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annually, enabling them to build a career and a future & making it possible for them & their
families to RISE above their challenge circumstances.
1) Number of MPS beneficiaries
Type of beneficiary

2010-2011

2011-2012

Direct beneficiaries:
Direct beneficiaries are those who your organization
supports directly. For an organization that does teacher
training, the teachers are the direct beneficiaries.

2500

3830

Indirect beneficiaries:
Indirect beneficiaries are those who your organization
supports indirectly. For an organization that does teacher
training, the students are the indirect beneficiaries.

9640 +

15,400 +

2) Number of staff members in financial year 2011-2012:

a. Full time: 60
b. Part time and volunteers: 6

3) Annual budget (actual expenditure) in financial year:

a) 2011-2012 - 345 Figures in Lakhs
b) 2010-2011 - 408.77
4) Percentage of annual budget allocated to the selected sector:
2011-2012 - 14.4 %
2010-2011 - 22.43 %
5) Breakup of the amount spent on MPS in 2011-2012:
Primary activity
1) Direct Expense on students
2) Training Delivery Cost
3) Administrative Cost

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Percentage allocation
30%
55%
15%