Keeping with its global ambition, Mahindra Group on Monday said it will embark on a new brand - Rise - to ensure that all group firms speak in one voice.
The group will invest Rs 120 crore over the next three years in the brand positioning exercise that will be a continuous affair.
Rise has three brand pillars as defined by the company-accepting no limits, alternative thinking and driving positive change.
The employees of the Rs 32,376-crore group were driven by a core purpose of 'Indians are second to none' over several years now.
"Beginning tomorrow, the reason people come to Mahindra to work will change decisively," said Anand Mahindra, vice chairman and managing director, Mahindra Group.
It was time that the group needed a new core purpose to drive employees worldwide, he said.
The company believes that it will also connect with customers through its actions, innovations and services.
"We will be helping people shape their living," said Mahindra.
The group has roped in New York-based StrawberryFrog to create the brand positioning.
"For Mahindra, Rise means achieving world class standards in everything we do, setting new benchmarks of excellence and conquering tough global markets," Mahindra said.