Press Release For Immediate Publication

Mahindra Tractors - Moving Brand from Tractors

to Agri Value space

Synopsis:

 Mahindra Kisan Mahotsav concludes successfully in Jaipur

 1500 farmers from all across Rajasthan attended the customer meet
 Delivers 302 Tractors in a customer meet attended by around 1500 farmers

May 25, 2009, Jaipur: Mahindra & Mahindra Ltd. (M&M), the market leader in the Indian
tractor industry, recently organized a unique customer-centric initiative for the farmers of
Rajasthan. The Mahindra Kisan Mahotsav saw around 1500 farmers from across the
State converge in Jaipur for a special customer meet. The farmers, both Mahindra and
non-Mahindra customers received information and guidance on various areas including
the latest tractors, implements and other technological innovations.

Mr. Anjanikumar Choudhari, President – Farm Equipment Sector, Mahindra &

Mahindra Ltd. interacted with the invitees and also delivered 302 tractors at the event.

The farmers were taken on a tour of the Mahindra plant in Jaipur, the only tractor
manufacturing unit in the State and briefed on the Sector’s business.

They were also briefed on the various services offered by the Mahindra Samriddhi
Centres in Rajasthan. On display at Mahindra Kisan Mahotsava was a Samriddhi kiosk
which showcases soil testing facility which is one of many services offered through
Samriddhi centres. In order to educate farmers about developments in farming
techniques, the company has repositioned all its dealerships as Mahindra Samriddhi
centres. Besides selling tractors and farming implements, these centres will also offer
relevant information to farmers to keep them abreast of world-class solutions. At present,
there are three Samriddhi Centres in Rajasthan. These are located in Jhunjhunu District,
Kothputli in Jaipur and Begun in Chittorgarh District. The Sector has a total of 30
Samriddhi Centres across India.
Mahindra’s Farm Equipment Sector is one of the world’s top tractor brands and has
been the undisputed market leader in India for 26 years. It is also the only tractor
company to win the Deming Application Prize and the Japan Quality Medal, two of the
highest quality accolades that can be won by any organization.

Mahindra Tractors also recently featured in the top 10 list of most innovative Indian
companies compiled by the Wall Street Journal as part of its survey to determine Asia’s
200 most-admired and innovative companies.

FES has a dedicated 24x7 Toll Free Help Line for the Indian farmer which is
operational 365 days of the year - 1800-425-4085.

About The Mahindra Group

The US $6.7 billion Mahindra Group is among the top 10 industrial houses in India.
Mahindra is the market leader in multi-utility vehicles in India. It made a milestone entry
into the passenger car segment with the Logan. Mahindra & Mahindra is the only Indian
company among the top tractor brands in the world.

The Group has a leading presence in key sectors of the Indian economy, including the
financial services, trade, retail and logistics, automotive components, after-market,
information technology and infrastructure development. Mahindra has made an entry in
the two-wheeler segment which will see the company emerge as a full-range player with
a presence in almost every segment of the automobile industry.

Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality Medal,
the only tractor company worldwide to be bestowed this honour. It also holds the
distinction of being the only tractor company worldwide to win the Deming Prize. The US
based Reputation Institute recently ranked Mahindra among the top 10 Indian
companies in its Global 200: The World's Best Corporate Reputations list.

Mahindra is also one of only four Indian companies to receive an A+ rating from the
Global Reporting Initiative (GRI) for its first Sustainability Report.

For further information please contact:

Ms Roma Balwani D Satyanarayan / Rahul Lakhpati

Vice President Corporate Communication Adfactors PR Pvt. Ltd.
Mahindra & Mahindra Ltd Phone: 022 – 2204 9804, Fax: 022-2204 9814
Phone: 022 - 24975176 Mobile: 98336 41007/ 9702327000
Fax: 022 - 2490 0830 Email: satyanarayan.d@adfactorspr.com
Email : balwani.roma@mahindra.com rahul.lakhpati@adfactorspr.com