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M&M's Rajesh Jejurikar all set to turn around the two-wheeler business

Snapshot: This is Jejurikar's second stint with Mahindra and this time he is all set to go deeper into the rural market

This May was a good news to the Mahindra's two-wheeler division as it doubled its sales figure from May 2013. To ensure that M&M grows by leaps and bounds this year, Mahindra two-wheelers has roped in Rajesh Jejurikar as Chief Executive of Mahindra & Mahindra's farm equipment division. After his return to M&M Jejurikar went on to tour the hinterlands of rural India "to go in depth".

He toured the villages of Andhra Pradesh, Western Uttar Pradesh, Punjab and Haryana meeting dealers, salesmen in order to understand the customer, their needs and aspirations better. Jejurikar was the CEO of M&M's Automotive Division before he joined Zee for one year, and was a part of the team that launched the highly successful Mahindra Scorpio.

Jejurikar was given the task of jumpstarting M&M's two-wheeler business in April this year, and many believe that being a strong executor of strategies, he might be able to turn the tables for the loss-making two-wheeler business. In numbers, M&M is not doing very good if we compare it with the giants in the segment. For example, Hero MotoCorp sold 6 lakh two-wheelers in the month of May against 17,000 units that Mahindra sold. M&M is now eying the rural markets for its rapid expansion and there is no better guy than Jejurikar who can do so.

Commenting on the challenges ahead Jejurikar said, "The two-wheelers business is well-entrenched. We have to build it step by step. There is no other way. We have to have a clear strategy, stay patient."

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