Mahindra launches Monsoon Challenge 2011 in partnership with Apollo Tyres
07/22/2011

In keeping with Mahindra’s promise of providing adrenalin pumping challenges here come Mahindra Monsoon Challenge 2011 in association with Apollo Tyres. It is a motorsport event with the highest prize money worth Rs. 13 lakh on offer. All set to challenge the monsoon and provide unlimited fun for enthusiasts.

Online PR News Р22-July-2011 РРOne of India’s biggest TSD (time, speed, distance) rallies with most rewarding prize money on offer
July 21, 2011, Nashik: Mahindra & Mahindra Ltd. (M&M), a part of the US $12.5 billion Mahindra Group, has announced the launch of the Monsoon Challenge 2011 in association with Apollo Tyres. Promising to be one of the biggest TSD (time, speed, distance) rallies with the most rewarding prize money on offer, the Monsoon Challenge 2011 will have over 50 vehicles from the Mahindra stable manoeuvring the challenging route of 1500 kms in 3 days.

Held under the Mahindra Adventure umbrella, it is a part of the Challenges series of motorsport events that have been unleashed recently. A unique concept, as the name suggests, TSD rallies are not only about speed. In fact, the participants are expected to keep a track of time on their watches and the trip meter and should be accompanied by a navigator.

The Monsoon Challenge 2011 will be flagged off from Nashik and enroute the Mahindra vehicles will traverse the tarmac and dirt roads of Aurangabad, Kolhapur and Goa, the latter being the finish point. A total of 1500 km will be traversed in 3 days with a total prize money worth Rs. 13 lakh on offerwhich is one of the highest amounts for any motorsport event in India. This event will be exclusively conducted for Mahindra owners and has been duly approved by the Federation of Motor Sports Clubs of India (FMSCI).

Speaking at the launch of the Monsoon Challenge 2011, Mr. Hemant Sikka, Senior Vice President ‚Äď Manufacturing Operations, Automotive Division, Mahindra & Mahindra Ltd. said, ‚ÄúIn keeping with our promise of providing adrenaline pumping challenges, we are pleased to unleash the Monsoon Challenge 2011 in association with Apollo Tyres, under the umbrella brand of Mahindra Adventure. This promises to be one of the biggest TSD rallies in terms of the prize money on offer. Such TSD rallies will leverage the changing aspirations and lifestyles of the upwardly mobile Indians. The journey also aims to celebrate Incredible India as it passes through some of India‚Äôs most exotic locales . So here‚Äôs your chance to start your engine and get ready to get lost‚ÄĚ.

According to Mr Satish Sharma, Chief, India Operations, Apollo Tyres, ‚ÄúThe Monsoon Challenge TSD format brings alive the sense of adventure, the desire to seek new experiences and the interest in connecting with demanding customers that both Mahindra and Apollo share in common. Ours is a strategic partnership, where time and again the two enterprises have come together to bring new ideas to the customer. We are together working on multiple future projects and the Monsoon Challenge only adds to what we have already built so far. For utility vehicles like the ones participating at the Monsoon Challenge, Apollo has the entire Hawkz range of 4x4 tyres. For the Challenge, what will probably be used the most are the Hawkz AT or All Terrain and the Hawkz RT or Rough Terrain tyres.‚ÄĚ

As a part of the Challenges series, Mahindra earlier launched the ‚ÄėMahindra Adventure Challenge, 2011‚Äô, which saw correspondents from seven leading Indian automotive magazines drive the newly launched Mahindra Thar for a period of 4-6 weeks, across the length and breadth of the country. Each publication drove to a particular zone to ‚ÄėExplore the Unexplored‚Äô terrain of India. Once the teams returned from their adventure drives, they shared their experiences and stories and the winners of the ‚ÄėMahindra Adventure Challenge, 2011‚Äô will be declared shortly.

About Mahindra Adventure initiative

A unique concept to showcase the off-roading capabilities of Mahindra vehicles, Mahindra Adventure will function as an umbrella brand with a series of adventure and motor sports events organised under its banner.

Mahindra Adveture will unleash a series of events throughout the year such as the popular off-roading event, the Great Escape, several Challenges, which are sporting events in keeping with the company’s promise of providing adrenaline pumping challenges, Multi-Day Escapes, which include exciting thematic initiatives such as Vineyard Escape, Monastery Escape and Spice Escape planned to encompass the length & breadth of India and some Support Initiatives, such as Save the Yak, to take up various causes for the community.

Mahindra Adventure will also enter official teams in some of India’s most popular motorsports events including Dakshin Dare, Raid de Himalaya and Desert Storm.

For more information please visit www.mahindraadventure.com

About The Mahindra Group

The Mahindra Group focuses on enabling people to rise. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology and vacation ownership. Mahindra has a presence in the automotive industry, agribusiness, aerospace, components, consulting services, defence, energy, financial services, industrial equipment, logistics, real estate, retail, steel and two wheelers.

A US $12.5 billion multinational group based in Mumbai, India, Mahindra employs more than 119,900 people in over 100 countries.
In 2011, Mahindra featured on the Forbes Global 2000 list, a listing of the biggest and most powerful listed companies in the world. Dun & Bradstreet also ranked Mahindra at No. 1 in the automobile sector in its list of India’s Top 500 Companies. In 2010, Mahindra featured in the Credit Suisse Great Brands of Tomorrow.
Its flagship company Mahindra & Mahindra Limited is the only Indian automobile manufacturer to feature in the top 10 list of the Carbon Disclosure Leadership Index in India - 2010, created by the Carbon Disclosure Project (CDP).
In 2011, Mahindra acquired a majority stake in Korea’s SsangYong Motor Company.

For further information, please visit www.mahindra.com
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About Apollo Tyres Ltd

Apollo Tyres Ltd is a high-performance company and the leading Indian tyre manufacturer. It is built around the core principles of creating stakeholder value through reliability in its products and dependability in its relationships. The company has four manufacturing units in India, four in Southern Africa and one in the Netherlands. Apollo's subsidiary companies are Apollo Tyres South Africa Pty Ltd (previously known as Dunlop Tyres) and Apollo Vredestein BV in the Netherlands. India, South Africa and Europe are the company’s three domestic markets from where products are exported to over 70 countries. In each of the domestic markets, the company operates through a vast network of branded, exclusive and multi-product outlets.

For further information, please contact:
Ms. Roma Balwani
Senior Vice President & Group Head, Corporate Communications
Mahindra & Mahindra Ltd.
Phone: (+91-22) 2490 1441
Fax: (+91-22) 2490 0830
Email: balwani.roma@mahindra.com