Rise – Six Months into a Brand-led TransformationNews & Updates | June 16, 2011
At Mahindra, we’ve been working hard to live Rise both...
What internal changes has Mahindra made?
After establishing Rise as a core brand idea, it was necessary for us to undertake significant restructuring. According to B. Karthik, General Brand Manager of Corporate Brand Management and Business Transformation, our key internal initiative remains transforming key HR levers. He says we have completed the first phase of work on HR levers, and almost all project teams have delivered recommendations that are being implemented. Group leadership competencies have been redefined and are being harmonized across the group, while training modules to familiarize senior employees with competencies will begin soon.
Recruitment methodology, processes, and tools have been redefined and will soon be implemented. Karthik says an “exciting and informative” induction process, accompanied by a new set of tools, is ready to roll out. The process will induct employees across group companies and provide a consistent experience to all employees. Change management modules have been finalized and the first batch of 25 people started training in late September. Cross-functional and cross-sectorial teams have started working on the next set of HR levers (talent management, performance management systems, and rewards and recognition).
What external changes has Mahindra made?
As internal efforts become more focused, our external reach is increasingly apparent. By now, most of our customers have seen Rise translating into our products, services, solutions, and value-delivery chains. Current external efforts include:
What major Rise transformations are under way?
As we move deeper into the roll out of Rise, we’re particularly excited about the launch of an innovative new campaign, as well as the media coverage associated with it.
What is the vision moving forward to the next quarter?
Karthik says the focus for the next quarter will fall to the Spark the Rise campaign, as Mahindra looks to “strengthen it into a robust, powerful movement for change in India.” As each batch of winners is awarded their 4 lakh grant, Karthik says Mahindra will continue to follow their progress.
We must now work to “sustain over the long term the intensity and momentum that is required in any transformation program of this magnitude,” says Ruzbeh Irani, Chief Brand Officer.
Where have you seen Rise? Which of our current products and services empower you?
Congratulations on a great round! It has been exciting to see Spark the Rise start to take off not just as a grant competition, but as a true community. More and more people are volunteering and offering insights on the discussion board, and communication between project champions is increasing. If your project didn’t win a grant this month, don’t give up! Build yourself a volunteer base and use Spark the Rise as a loudspeaker to attract donations
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