Tag: Mahindra

Mumbai, India – Mahindra & Mahindra Ltd., India’s SUV manufacturer, has teamed with artists Santanu Hazarika and Abhishek Paatni of Nought One to produce a streetwear line inspired by the Mahindra XUV 3XO’s design and colours. 

The collection debuted today in Mumbai at the XUV 3XO “Tech Fashion Tour,” an exhibit property that highlighted Mahindra’s creative strategy for engaging with modern consumers. 

The clothing has been designed to incorporate design cues from the XUV 3XO, such as its diamond inserts and emblem, which connect the ensemble to the SUV’s style. The goal of this series is to draw in young customers who value automotive design in addition to contemporary fashion. 

Speaking about the partnership, Pratap Bose, chief design and creative officer, Mahindra & Mahindra Ltd., expressed, “Today, we are excited to showcase a collection that brings together our passion for innovation across our authentic SUV range with the dynamic world of fashion. The new XUV 3XO is the latest expression of Mahindra’s HEARTCORE Design philosophy. Designed to stand out from the crowd, the XUV 3XO takes the premium compact SUV to new heights of Design, Technology, and Innovation. This collection not only reflects the bold and distinctive features of the XUV 3XO but also complements the lifestyle and values of our younger consumers. 

He added, “Through this collaboration with Santanu and Nought One, whose work is always at the cutting edge of design and fashion, we are reaching out to new audiences and exploring new forms of expression.” 

Meanwhile, Santanu Hazarika and Abhishek Paatni said, “We are thrilled to partner with Mahindra on this unique project. This collaboration with the XUV 3XO is a perfect blend of our streetwear aesthetic with the standout design of this modern SUV. It’s an exciting challenge to translate automotive innovation into fashion, and we believe our customers will appreciate the creativity and authenticity behind each piece. This partnership reflects futuristic, functional clothing which blends with the aesthetics of the new age and a progressive future.” 

“This collaboration with Santanu Hazarika and Abhishek Paatni represents a new direction for Mahindra, connecting with a broader audience through fashion and lifestyle,” Hazarika and Paatni added. 

Mumbai, India – Global automobile brand Mahindra has announced a new sonic identity dedicated to its new lineup of electric vehicles. For the car brand, the new sonic identity aims at embodying Mahindra’s pursuit of sustainability and caring for the planet, resonating with the brand’s commitment to innovation and excellence.

The new sonic identity, conceptualised alongside music composer AR Rahman, extends far beyond the brand anthem, encompassing over 75 unique sounds tailored for various aspects of Mahindra’s forthcoming all-new portfolio of global electric SUVs. 

These sounds include interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signals such as seat-belt alerts and turn indicators. Each sound has been meticulously crafted to align with Mahindra’s brand and connect with the customers through music and lifestyle.

The goal for this sonic identity was to mix cutting-edge tech with a harmonious in-car experience, simulating vehicle sounds while keeping passengers attuned to their driving mode. This formed a harmonious blend that captivates the soul and complements visual enhancements such as active ambient lighting and high-resolution animations.

In addition to this launch, Mahindra also teamed up with electronics company HARMAN and Dolby Laboratories to bring Dolby’s Atmos® Audio to Mahindra’s electric vehicles.

Rajesh Jejurikar, executive director and CEO of auto and farm sectors at Mahinda & Mahindra, said, “We are delighted to have AR Rahman, a global music celebrity and Academy Awards winner, collaborate with us to create a sonic identity and brand anthem for Mahindra’s forthcoming range of all-new Born Electric Vehicles.”

He added, “The sounds reflect a musical extravaganza that embodies our brand’s heartbeat, values, and vision. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music.”

Meanwhile, Rahman commented, “When I see innovative electric vehicle designs abroad, I often wondered why India hadn’t’ yet taken that leap. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both empowering experience and the immersive feel of being in an eco-friendly, silent SUV at par with the best in the world.”

He added, “Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indian innovation at par. While I’ve used instruments from Japan, America, and Europe, witnessing India emerge as a leader with pioneering innovations fills me with immense pride. In collaboration with Mahindra, our aim is to deliver a sonic experience that’s both global and uniquely Indian – a sound that resonates with pride and celebrates India’s significant transformation.”