Service Center Locator
Submit View All

Press Release

Mahindra First Choice Services inaugurates fourth COCO workshop at Pimpri


June 10, 2014

June 10, 2014, Pune: As India’s leading multi-brand car servicing company, Mahindra First Choice Services (MFCS) strengthened its presence with the inauguration of its fourth workshop in Pune, at Pimpri.

Mr. Vijay Kumar, President, Bajaj Allianz General Insurance Company Ltd .,inaugurated the workshop along with Mr. YVS Vijay Kumar, CEO, Mahindra First Choice Services . Besides this new workshop, MFCS operates 28 Company owned Company Operated (COCO) workshops across the country.

“Mahindra First Choice Services already has three COCO workshops at Bawdhan, Hadapsar and Hinjewadi and we are delighted to expand our Pune footprint with this new workshop at Pimpri. As the IT and culture capital of Maharashtra and with a car population of over 6 lakhs, Pune is a strategic market for the company and we plan to further enhance our presence here via the Franchisee Owned Franchisee Operated (FOFO) route.

We are looking to add FOFO workshops in areas like Pune, Aurangabad, Nasik, Solapur, Kolhapur, Satara besides regions like Mumbai, Delhi NCR, Punjab and Karnataka. Our target for this fiscal is to establish 15 FOFOs in the Pune region and 100 plus franchisee workshops across the country. This will not only help us enhance the scale and depth of our operations but will also enable us to reach a larger customer base and most importantly, give us economies of scale,” said Mr. YVS Vijay Kumar.

For a car service provider, a strong spares supply chain and technical training are the two most essential elements. By having 28 operational COCOs and serving over 190,000 customers, MFCS believes that it has a very strong proposition for the franchisee as well. The company offers a simplified business model in multi-brand car servicing for franchisees, with a robust supply chain for spare parts through its cluster warehouses. Each cluster warehouse supplies parts as per the daily needs of franchisees and COCOs, thus reducing the need for maintaining huge inventories at the workshops.

For the car owners, MFCS workshops offers quality services through skilled technicians, quality spare parts, state-of-the art equipment, robust processes, free pick up and drop facility and an opportunity to book services online, all geared to give the car owner a servicing experience like never before.

Only quality spares procured at competitive rates are used. MFCS also follows stringent quality measures and a mandatory 60 point “First Choice First Check” which is performed on all cars. It also offers cashless insurance facilities with leading insurance companies. Car owners can book a service either by calling the individual workshop or the toll free number, 1800-22-4008 or through the MFCS website, The company also has a strong digital presence and has recently launched an innovative, first-of-its-kind online car dent estimator tool which can be used not just by its own customers but by any car owner.

About Mahindra First Choice Services

Mahindra First Choice Services (MFCS), a wholly owned subsidiary of Mahindra & Mahindra Ltd., is a chain of multi brand car workshops across major cities in India like Bangalore, Nasik, Hyderabad, Mumbai, Pune, Surat, Vapi and Chennai.

Established in 2008, the company aims to offer a world class car servicing experience in India at value for money prices. The company employs fully trained technicians who can cater to the various servicing needs of multi-brand cars. Only quality spares procured at competitive rates are used. MFCS also follows stringent quality measures and a mandatory 50 point “First Choice First Check” which is performed on all cars. The company also offers cashless insurance facilities with leading insurance companies.

MFCS offers a wide range of options to car owners to book their services through calling the individual workshop, or the toll free number 1800-22-4008 or through its website

The company also has its own Technical Training Center at Hyderabad where the staff is trained to handle the servicing aspects of multi-brand cars.

With a combination of Company Owned and Franchisee operations, MFCS plans to become one of the top three car service providers in the country by 2017.

About Mahindra

The Mahindra Group focuses on enabling people to rise through solutions that power mobility, drive rural prosperity, enhance urban lifestyles and increase business efficiency.

A USD 15.9 billion multinational group based in Mumbai, India, Mahindra employs more than 155,000 people in over 100 countries. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology and vacation ownership. In addition, Mahindra enjoys a strong presence in the agribusiness, aerospace, components, consulting services, defence, energy, financial services, industrial equipment, logistics, real estate, retail, steel and two wheeler industries.

In 2012, Mahindra featured on the Forbes Global 2000 list, a listing of the biggest and most powerful listed companies in the world. In 2013, the Mahindra Group received the Financial Times ‘Boldness in Business’ Award in the ‘Emerging Markets’ category.

Visit us at

Connect with us