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Press Release

Mahindra First Choice Services opens 30th multi-brand car workshop


June 23, 2014

June 20, 2014, Chennai: India's leading multi-brand car workshop company, Mahindra First Choice Services (MFCS) today strengthened its presence in the Tamilnadu region appointing its second franchisee LVM Motors. This is also the company’s first franchisee in the Vellore District at Ranipet.

LVM Motors was inaugurated by Mr. YVS Vijay Kumar, CEO, Mahindra First Choice Services. Beside this new workshop, MFCS operates 28 Company Owned Company Operated (COCO) outlets nationally and one Franchisee Owned Franchisee Operated (FOFO) workshop in Chennai. “Company is also planning to expand its presence in Coimbatore and Madhurai through franchise owned and franchise operated model” said Mr Y.V.S Vijay Kumar.

“Despite being very close to a metro like Chennai, car owners in smaller towns like Ranipet currently lack quality car service providers. MFCS, due to its strong presence in the Chennai region with three COCO, one FOFO workshop and a cluster warehouse for spare parts, is positioned to meet the growing service needs of smaller towns like Ranipet. We will extend our complete support on spare parts delivery, technical training and customer service to this new workshop at Ranipet. We are confident that with its strategic location and local knowledge, LVM Motors will help MFCS to further enhance its reach and reputation.” said Mr. Kumar.

He added, “We have appointed 10 more franchisee workshops in the Chennai cluster which are all set to commence operations in the next three months. In addition we are also actively exploring the Coimbatore and Madurai clusters for expansion. This will enable us to enhance the scale and depth of our operations, enabling us to reach a greater number of potential customers and most importantly, give us economies of scale.”

“We are proud to be associated with the leader in multi-brand car servicing and look forward to a strong and enduring partnership with MFCS. The Mahindra First Choice Services brand is associated with trust, quality and credibility. Our trained technicians along with the innovative car service products from MFCS will ensure that car owners in Ranipet are no longer deprived of the quality car service that they deserve.” said Mr. L. M. Anbarasu, LVM Motors.

For a car services provider, a strong spares supply chain and technical training are the two most essential elements. With 28 COCOs and one FOFO 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 with a robust supply chain for spare parts through its cluster warehouses. Each such warehouse supplies parts according to the daily requirement of franchisees and COCOs, thus reducing the need to maintain huge inventories at the workshops.

MFCS workshops offers quality services through skilled technicians, appropriate spare parts, state-of-the art equipment, robust processes, free pick up and drop off facility and an opportunity to book services online, all geared to give car owners a superior servicing experience.

Only quality spare parts 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 a cashless insurance facility with leading insurance companies.

Car owners can book a service either by calling the individual workshop or 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.

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