Mahindra Finance: Accelerating growth
The case traces the journey of Mahindra & Mahindra Financial Services Ltd (Mahindra Finance), a pioneer and leader in catering to the financing needs of rural and semi-urban India – typically underserved, low income, agriculture-based customers. From 2006 to 2015 the company achieved a top line compounded annual growth rate of 26% by systematically creating new markets through new business verticals – vehicle finance, insurance, home loans and SME finance. Over two decades the company had diligently built a business model that hinged on customer centricity and trust and embodied its RISE philosophy for the rural sector. The case is set in 2015, when Mahindra Finance, along with its sister company Tech Mahindra, received government approval to open a payment bank in the country. This presented unprecedented opportunities while raising strategic choices for the company. Should Mahindra Finance stick to its core market – rural and semi-urban – or should it embark on a strategy that includes urban markets? A two-part version of this case is available as Mahindra Finance (A): Creating New Markets (IMD-7-1701) and Mahindra Finance (B): Creating New Markets (IMD-7-1702).
- Creating new uncontested markets instead of developing new businesses
- Building a scalable and repeatable business model
- Integrating alternative thinking – to pivot and proceed
- Aligning business goals with corporate purpose
- Sustaining high growth through intrapreneurship
- Creating an outside-in approach to strategy
Mahindra and Mahindra Financial Services, Mahindra and Mahindra, Finance and Insurance, Financial Services
2015
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
In late 2021, Puneet Chhatwal, CEO of Indian Hotels Company Limited IHCL, found himself grappling with a new challenge beyond the impressive growth numbers the company had achieved since his tenure began in 2017 sustainability. Having led IHCL, t...

When a Saudi consortium led by utilities giant Acwa Power signed $8.3 billion in deals this July to build seven solar and wind projects across the kingdom, it marked more than just another line entry in the country’s growing clean energy portfolio...

As companies move from generative AI (gen AI) pilots to scaled efforts with measurable outcomes, many incumbents struggle to turn ambition into impact. Despite rising adoption, most gen AI initiatives fall short on ROI, highlighting the complexity...
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Case reference: IMD-7-2648 ©2025
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in HBR.org 25 July 2025
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications