Case | HBS Case Collection | January 2009 (Revised May 2009)

Innovation at Mahindra & Mahindra (A)

by Stefan H. Thomke and Briana Doerr Luthra


Describes the Mahindra & Mahindra Group's approach to innovation. The Group is among the top industrial houses in India and its managing director Anand Mahindra has put innovation at the core of its growth strategy. Emphasis is placed on managing the balance between structured processes and the creation of an environment in which radical innovations can succeed. The Farm Equipment Sector, one of the Group's largest and most successful sectors, is developing a revolutionary tractor outside its conventional development process with the help of a "Maverick" innovator. Not surprisingly, the project encounters numerous obstacles and setbacks. Focuses on: 1) the role of creative innovators in breakthrough innovations; 2) the need for process, structure and early feedback from markets; 3) the sources of radical product concepts; and 4) the marketing of innovations.

Keywords: Innovation and Management; Growth and Development Strategy; Problems and Challenges; Marketing; Business Processes; Product; Innovation Strategy; Organizational Design; Demand and Consumers; Auto Industry; Agriculture and Agribusiness Industry; India;


Thomke, Stefan H., and Briana Doerr Luthra. "Innovation at Mahindra & Mahindra (A)." Harvard Business School Case 609-065, January 2009. (Revised May 2009.)