Paper Title
A Secondary Study on Brand Perception & Market Postitioning of Mahindra in the Indian SUV segment
Article Identifiers
Registration ID: IJNRD_324865
Published ID: IJNRD2605354
: Click Here to Get
About Hard Copy and Transparent Peer Review Report
Keywords
Mahindra, Indian SUV market, brand positioning, brand perception, automotive branding, premiumisation, secondary research, consumer behaviour in emerging markets
Abstract
The Indian SUV segment has transformed dramatically in recent years, evolving from a niche utility category into the dominant force in the passenger vehicle market. Driven by rising aspirations, improved road infrastructure, and a preference for vehicles that offer both presence and practicality, SUVs now account for nearly two-thirds of all passenger vehicle sales in India. This secondary research study explores the brand perception and market positioning of Mahindra & Mahindra in this intensely competitive landscape. Drawing on industry reports from SIAM, company disclosures including Mahindra’s Integrated Annual Report (2023–24 and 2024–25), market intelligence from ICRA and J.D. Power, and analyses from publications such as Autocar India, the study examines how Mahindra has positioned itself as an authentic SUV specialist. The brand continues to leverage its strong heritage in rugged capability and road presence, which is truly epitomised by the Scorpio-N and Thar, while progressively incorporating modern design, advanced safety features, and technology through models like the XUV700 and XUV 3XO. Findings suggest that Mahindra enjoys solid brand equity built on perceptions of durability, value, and suitability for Indian conditions. However, as feature parity increases across competitors and consumer expectations rise, challenges related to ownership experience, service quality, and consistent premium delivery have become more prominent. The study concludes that Mahindra’s long-term leadership will depend on strengthening evidence-based communication, enhancing customer touchpoints, and maintaining a coherent portfolio narrative that balances its rugged roots with aspirational appeal.
Downloads
How To Cite (APA)
Aditya Roy Chowdhury & Prof. Himanshu Vaidya (May-2026). A Secondary Study on Brand Perception & Market Postitioning of Mahindra in the Indian SUV segment. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(5), d479-d486. https://ijnrd.org/papers/IJNRD2605354.pdf
Issue
Volume 11 Issue 5, May-2026
Pages : d479-d486
Other Publication Details
Paper Reg. ID: IJNRD_324865
Published Paper Id: IJNRD2605354
Research Area: Other area not in list
Author Type: Indian Author
Country: Mumbai, Maharashtra, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2605354.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2605354
About Publisher
Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
UGC CARE JOURNAL PUBLICATION | ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016
An International UGC CARE JOURNAL PUBLICATION, Low Cost, Scholarly Open Access, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJNRD (IJ Publication) Janvi Wave | IJNRD.ORG | IJNRD.COM | IJPUB.ORG
Copyright & License
© 2026 - Authors hold the copyright of this article. This work is licensed under a Creative Commons Attribution 4.0 International License. and The Open Definition.
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0).
🛡️ Disclaimer: The content, data, and findings in this article are based on the authors’ research and have been peer-reviewed for academic purposes only. Readers are advised to verify all information before practical or commercial use.
The journal and its editorial board are not liable for any errors, losses, or consequences arising from its use.
Publication Timeline
Article Preview: View Full Paper
Call For Paper
IJNRD is a Scholarly Open Access, Peer-Reviewed, Refereed, and UGC CARE Journal Publication with a High Impact Factor of 8.76 (calculated by Google Scholar & Semantic Scholar | AI-Powered Research Tool). It is a Multidisciplinary, Monthly, Low-Cost, and Transparent Peer Review Journal Publication that adheres to the New UGC CARE Transparent Peer-Reviewed Journal Policy and aligns with Scopus Journal Publication standards to ensure the highest level of research quality and credibility.
IJNRD offers comprehensive Journal Publication Services including indexing in all major databases and metadata repositories, Digital Object Identifier (Crossref DOI) assignment for each published article with additional fees, citation generation tools, and full Open Access visibility to enhance global research reach and citation impact.
The INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to advance applied, theoretical, and experimental research across diverse academic and professional fields. The journal promotes global knowledge exchange among researchers, developers, academicians, engineers, and practitioners, serving as a trusted platform for innovative, peer-reviewed journal publication and scientific collaboration.
Indexing Coverage: Google Scholar, SSRN, ResearcherID-Publons, Semantic Scholar (AI-Powered Research Tool), Microsoft Academic, Academia.edu, arXiv.org, ResearchGate, CiteSeerX, ResearcherID (Thomson Reuters), Mendeley, DocStoc, ISSUU, Scribd, and many other recognized academic repositories.
Transparent Peer Review Journal Publication: IJNRD operates a strict double-blind peer review system managed by 3000+ expert reviewers, ensuring ethical, unbiased, and high-quality review for every research paper.
For Indian Authors : Get a transparent peer review report from Scholar9.com for just ₹1000. View Sample Report
For Foreign Authors : A detailed peer review report is available through Scholar9.com for $20 USD. View Sample Report
Transparent Peer Review Journal Publication
⭐ Transparent Peer Review | 🕵️♂️ Double-Blind | 👨🏫 3000+ Expert Reviewers | 🇮🇳 Report for India Author ₹1000 | 🌐 Report for Foreign Author $20 | 📄 Sample Reports on Scholar9.com | 🌍 High Credibility | ⚖️ Ethical & Unbiased Evaluation
How to submit the paper?
By Our website
Click Here to Submit Paper Online
Recently, the UGC discontinued the UGC-CARE Journal List and introduced new parameters that allow publication in Transparent Peer-Reviewed (Refereed) Journals. IJNRD is Transparent Peer Review Journal Valid As per New UGC Notification.
You can now publish your research paper in IJNRD.ORG. IJNRD is a Transparent Peer-Reviewed Open Access (Refereed Journal), UGC and UGC CARE Approved, Crossref DOI, Multidisciplinary, Impact Factor calculate by Google Scholar. As an International, open-access, and online journal, Publishing with us ensures wider reach, academic credibility, and enhanced recognition for your work.
For more details, refer to the official notice: UGC Public Notice
⭐ Low Cost ₹1570 | 📚 UGC CARE Approved | 🔍 Peer-Reviewed | 🌐 Open Access | 🔗 Crossref DOI & Global Indexing | 📊 Google Scholar Impact Factor | 🧪 Multidisciplinary
Submit Paper Online Call for Paper About IJNRD UGC CARE Approval
Important Dates for Current issue
Paper Submission Open For: June 2026
Current Issue: Volume 11 | Issue 6 | June 2026
Impact Factor: 8.76
Last Date for Paper Submission: Till 30-Jun-2026
Notification of Review Result: Transparent peer review process - your paper is evaluated by experts, and you receive acceptance or rejection updates via email and SMS.
Publication of Paper: Once all documents are submitted, your paper is published without delay, and you can instantly download your certificate and confirmation letter online.
Frequency: Monthly (12 issue Annually).
Journal Type: IJNRD is an international open-access journal offering Low Cost Journal Publication, transparent Peer Review Journal Publication, Crossref DOI, and multidisciplinary research visibility under UGC CARE Approved Journal Publication.
Subject Category: Research Area
Approval, Licenses and Indexing: More Details
Call For Paper - Volume 11 | Issue 6 | June 2026
IJNRD.org offers low-cost journal publication starting at ₹1570 with UGC CARE Approved, refereed, peer-reviewed, open-access publishing. This multidisciplinary monthly journal, available in both online and print formats, features a strong Google Scholar-based impact factor of 8.76, Transparent Peer Review, CrossRef DOI, global indexing, fast publication, and complete metadata for maximum research visibility and citation impact across multidisciplinary domains.
Volume 11 | Issue 6 | June 2026 | IJNRD Transparent Peer Review Certificate | Submit Paper Online
⭐ UGC CARE Approved Refereed Journal | 🔍 Transparent Peer Review | 🌐 Open Access Publishing | 💰 Low-Cost ₹1570 | 🔗 CrossRef DOI & Global Indexing | 📊 Google Scholar Impact Factor 8.76 | 🧪 Multidisciplinary | Online & Print
Submit Paper Online
