Mahindra uses Supro range to shore up presence in 700-1,050 kg payload segment

The firm, which invested Rs 130 cr on this platform, added seven more products in its passenger and cargo vehicle segments, taking its overall portfolio to 11 vehicles.

Two years ago, the launch of Jeeto enabled Mahindra garner market share and strengthen its leadership position. Mahesh Kulkarni, VP – Commercial Brands Marketing, MMAS, says, “The South has been a significant contributor to the company’s revenues. The leadership position has been possible due to reach and network as the company has 1,100 touchpoints across the country. Tamil Nadu, which contributes a sizeable chunk, has 21 dealers and there are over 100 outlets in the state, covering every district.” 

He adds, “The penetration of the initial launches made using this platform since Oct 2015 was good. “We are targeting the vehicles in the 700 to 1,050 kg payload segment. Here, we see the monthly offtake potential of 8,500 vehicles,” he said.  

Explaining the rationale behind launching the products, he says the Supro platform provided the ideal foil for taking competition (Tata Ace) head on. The company sees it as its entry strategy in that segment, where currently its market share is 10 pc. While it has leadership position in the less than 700 kg payload (53 per cent) and the above 1,050 kg (76 per cent) payload segments, MMAS is focusing on the mid segment. 

Kulkarni said, the current array – three cargo vehicles and four passenger vehicles – gave the company the opportunity to tap multiple customers in the utility-vehicle segments. The price points vary between Rs 4.62 lakh and Rs 4.86 lakh (ex-showroom Chennai) for the Supro cargo variants, while its mini-van is available for Rs 4.34 lakh (ex-showroom Chennai). “Our marketing campaign highlights the profit aspect a common operator can get. In four years, a vehicle owner can save Rs 1.25 lakh extra,” he claimed, dwelling on the features of the product. 

Kulkarni also said its Maxximo product would be phased out in a month as it had not performed as projected. Asked about the impact of the November demonetisation, his response was, in the three-wheeler segment, the company had taken a hit of 10 to 15 per cent.