Moving to the trucks segment, Mahindras had planned to invest Rs200 crore to strengthen the product line last August. It is very much happening on two lines. One is to strengthen the existing the product line and second is to fill the gaps. "We had this truck at the photoshoot - the 25 tonnes to 40 tonnes. It is a very good truck but not selling enough. In that case, we do not need to do anything in terms of changing the design but we are launching intermediate products; like we are working on a 37 tonner. We are also looking at constantly improving fuel efficiency, meeting new emission norms and reducing weight of the vehicle."

The second part is the gaps. "First, we do not have a product from 9 tonnes to 16 tonnes. So we have started work on that product and it will take three years to get it ready. One has to look at how this product will be different and why will the customer buy it. Second is our LCV range, which is kind of dated in the sense that there are many newer LCVs. So we will be bringing a steep change in that segment." He also identifies not having full size buses as a big gap but adds that for the time being, he will not focus on that.

The Mahindra two wheeler segment has been growing steadily. Dr Goenka says it's the product and its positioning that's working well. "Mahindra has a certain brand DNA. It is rugged, go anywhere, adventure kind of thing and not just mobility. The customer must see the same brand DNA in the two wheeler also." So the positioning was changed from being a good commuter bike to a fun, not premium, but a fun adventure kind of bike. "We put in 4 to 5 features in the Centuro that were first time in the segment. None of the leaders had them and that became the real attraction. Same thing we are going to continue with the scooter that will be launched during the year." The two wheeler segment has a well equipped R&D centre in Pune and Dr Goenka believes that to be a hidden strength. He aspires to have a couple of more products like Centuro to be successful. "Then we can say that we have arrived in this business."

Globally, the Mahindra Group aspires to be amongst the top 50 admired brand over the next 7 to 8 years. And Dr Goenka is well aware that AFS will have to play a key role in achieving that aspiration. "It is very important to focus on the word ‘admired', it is in a way connected to the Mahindra Rise philosophy. Therefore it is equally important how we grow a brand in all markets. We need to replicate the same things that we are doing in India in all the markets that we are in. For that to happen, we need to get to a critical mass of business before we can start building brand." He cites the example of how the brand has progressed in the US in the tractor segment.