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Mahindra First Choice mulls 450 new outlets in three years

Snapshot: Of the 450 planned outlets, 400 would be franchises and 50 would be company-owned.

Indian auto major’s multi-brand car service brand, Mahindra First Choice is planning to open 450 new outlets across the country in the next three years. The brand that was first incepted in the year 2009 has a total of 28 company-owned outlets in the country. In the next three years, Mahindra & Mahindra hopes to take this number to 450, including 400 franchises and 50 company-owned outlets. The aforementioned plan was made public by the company at the opening of its first franchise.

Mr V S Vijay Kumar, Chief Executive Officer of Mahindra First Choice Services said, “We are starting our very first franchise today. We have very big plans. In the next three years, our target is to reach 400 plus outlets. By the end of this financial year, we are planning to reach over 100 outlets.” Noting that the car services industry was valued at Rs 14,000 crore, Kumar remarked, “We are planning to have a 10 per cent market share.”

To serve franchise outlets, the company plans to have 20 clusters. These clusters would be similar to a warehouse that would have spare parts and other facilities to serve the outlets. Mahindra First Choice registered revenue of Rs 30 crore in the financial year 2013-14 and has set a target of Rs 100 crore in the current fiscal. 

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