Mahindra launches e-commerce venture

The Mahindra group on Monday launched an e-commerce venture called M2ALL.com, which will sell the entire range of Mahindra products and services online. With the launch of the e-marketplace, Mahindra Group joins the growing list of big firms that are planning to tap the digital space, owning to the success of companies like Flipkart, Amazon […]

The Mahindra group on Monday launched an e-commerce venture called M2ALL.com, which will sell the entire range of Mahindra products and services online. With the launch of the e-marketplace, Mahindra Group joins the growing list of big firms that are planning to tap the digital space, owning to the success of companies like Flipkart, Amazon and Snapdeal in India.

The venture will be operated through a wholly owned subsidiary called e-Marketplace Pvt Ltd. “M2ALL.com will create new business for us,” said VS Parthasarathy, group chief financial officer and chief information officer.

Initially the e-marketplace will exclusively handle bookings for the recently launched compact sports utility vehicle, the TUV 300. Parthasarathy said the products on the website will not be priced differently from its offline channels.

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Customers of M2ALL can browse over 400 Mahindra products and services and currently order over 40 of them, including vehicles, real estate, gensets, and two-wheelers among others. The portal works on the “click-and brick” model with the products being ordered online, and Mahindra’s partners — its dealers, distributors, and logistics teams helping in delivery.

“We not only plan to enable all Mahindra businesses to sell their products and services on M2ALL, but also give other manufacturers and sellers of complementary products and services, a unique platform to reach out to our customers,” added Parthasarathy. For this the company is planning a tie up with other firms he said.