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Mahindra First Choice Services adds another feather to its cap, inaugurates 1st workshop in Madurai


December 04, 2014

December 4, 2014, Madurai:Mahindra First Choice Services (MFCS), India’s leading chain of multi-brand car workshops, has added another feather to its cap with the inauguration of its Franchisee Owned Franchisee Operated (FOFO) workshopsinMadurai.Its pan India workshop network now stands at 47.
Alok Kapoor, Head of Marketing and Franchise Business - Mahindra First Choice Services inaugurated the workshop which is located at D-25, SIDCO Industrial Estate, Kappalur, Madurai.
The company was established in 2008 and pioneered the concept of multi-brand car workshops by opening its own workshops across the country and has serviced 200,000 cars since inception. At present, it has 46 workshops, including 29 company-owned facilities. The company’s goal is to have 500 workshops by 2018 and itis investing over Rs 250 crore over five years to create infrastructure and expand itsnetwork towards this goal. In order to supply parts to the workshops, the company is also planning toincrease its all Indiacluster ware-house networkfrom the present 15 to 40.
All the services offered at MFCS would be cheaper by 10 to 20 per cent ascompared toauthorized service centers of severalcar brands. The company is able to provide car service facilities at cheaper rates as it sources the parts in bulk from original equipment manufacturers (OEMs).

The new workshopwill offer car ownersquality servicesthrough skilled technicians, genuine spare parts, state-of-the art equipment, robust processes, free pick up and drop facility. Customers also have the convenience of booking a car service appointment online.
“Our business model for franchisees has received a strong response in the region and this is what has prompted us to expand our presence further in Tamil Nadu region. Our existing franchisees in the region have found tremendous value in our partnership and we plan to take this further. We already have a strong presence Inthis region with 4Company Owned Company Operated (COCO) workshops and 9Franchisee Owned Franchisee Operated (FOFO) workshops. With their strong focus on customer service and knowledge of the local market, our new franchisee at Madurai will help us further build on our existing presence in the region,” said Mr. Kapoor.
“We see great potential for the multi-brand car servicing business in this market. Nationally, we intend to close the fiscal with 100+ FOFO workshops. This will help us enhance the scale and depth of our operations and enable us to reach a greater number of potential customers across the country,” he continued.
For a car service provider, a strong spares supply chain and technical training are the two most essential elements. With 46existing workshops and over 200,000 cars serviced, MFCS believes that it has a very strong proposition for the franchisee. The company offers a simplified business model in multi-brand car servicing with a robust supply chain for spare parts through its cluster warehouse. Each cluster warehouse supplies parts as per the daily requirements of FOFOs and COCOs, thus reducing the need to maintain huge inventories at workshops.
“We are proud to be associated with Mahindra First Choice Services, India’s leader in multi-brand car servicing and look forward to a strong and enduring partnership with the company. The brand is associated with trust and credibility in the country. Our trained technicians coupled with MFCS’s innovative car service products will provide great value when it comes to the complete car care needs of each and every car owner.” said Mr. V. Suresh, Proprietor – X-Press Motors.
Each MFCS workshop uses quality spares procured at competitive rates and follows stringent quality measures including a mandatory 60 point “First Choice First Check” on every car. MFCS alsoprovides hassle-free cashless insurance facility with leading insurance companies anda convenient free booking service forcustomers. Car owners can book a service either by calling the workshop or the toll free number 1800-22-4008 or through the MFCS website, The company has a strong digital presence through its website and offers various innovative features like the recently launched, first-of-its-kind online car dent estimator tool.

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