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Press Release

Mahindra First Choice Services expands footprint to Rajasthan


March 12, 2015

March 12, 2015, Jaipur: Mahindra First Choice Services (MFCS), India’s leading chain of multi-brand car workshops, with a national network comprising 56 workshops across more than 30 cities, has now expanded its footprint to Rajasthan. MFCS’s growth plans for the state envisage 20-25 workshops in Rajasthan by 2016.

The company sees great potential for the multi-brand car servicing business in Rajasthan and invites applications from various interested parties in Jaipur, Ajmer, Beawar, Sikar, Jhunjhunun, Alwar, Dausa, Sawaimadhopur, Tonk and Kota districts. MFCS seeks franchisee partners from amongst existing OEM dealers, independent car workshops, and other automobile related businesses and even from those currently engaged in non-auto businesses.

We are delighted to expand our network in Rajasthan which is a strategic market for MFCS. Our business model for franchisees, especially our spare parts management model has received a strong response and we are in the process of expanding this model across the country. With the increase in our network strength we are confident of leveraging on economies of scale to deliver higher value to our franchise partners as well as customers. We are looking for the right partners with strong entrepreneurial ability. They may not necessarily be associated with the auto industry but should have a passion for automobiles. Our partners need to have the ability to couple their understanding of local trends with robust MFCS systems to help provide a delightful service experience to car owners,” said Alok Kapoor, Head Marketing & Franchise Business – Mahindra First Choice Services Ltd.
MFCS provides franchise partners with a high level of support, right from helping them design workshop layouts to ensuring optimum utilisation of land and resources. MFCS also helps them select the right manpower and workshop staff are trained at the company’s ‘Yellow Spanner Academy’ and technical training centres in Noida and Bengaluru.
MFCS, the fully owned subsidiary of Mahindra & Mahindra Ltd, has expanded its network rapidly in the past one year through Franchisee Owned Franchisee Operated (FOFO) workshops. As of 2013, the company had 29 COCO (Company Owned Company Operated) workshops in 9 states.
Till recently, the Rs. 15,000 crore plus car servicing industry was equally divided between OEM dealers and independent garages. However, in recent times, changing customer needs and rapidly evolving automotive technology coupled with the exponential growth in the country’s car population, has seen multi-brand car workshop chains such as MFCS gain increasing momentum. MFCS has already serviced over 2,50,000 cars and has been receiving an encouraging response from across the country.
In F2014-15, MFCS appointed more than 75 franchisees, of which 27 workshops are already up and the balance are scheduled to commence operations in the next 3-4 months. MFCS expands its network in clusters with each cluster comprising a geographical region of around 250-300 kms radius. Each cluster has a ‘cluster warehouse’ which supplies spares to all the workshops in that particular cluster. Currently, the company operates clusters in Chennai, Coimbatore, Madurai, Kochi, Bangalore, Hyderabad, Vijayawada, Mumbai, Pune, Nagpur, NCR and Ludhiana.
The com­pany is investing over Rs. 250 crore over five years to create infrastructure and expand its network. In order to supply parts to the workshops, the company will increase the number of its cluster warehouses from the present 12 to 40. Each workshop of MFCS uses quality spares procured at competitive rates and follows stringent quality measures including a mandatory 60 point “First Choice First Check” on each car.
MFCS also provides hassle-free cashless insurance facility with leading insurance companies. 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 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.

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