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Mumbai, March , 2022
: Mahindra & Mahindra Ltd. today announced
its entry into the NFT (non-fungible token) universe, with the release of its
first tranche of tokens, becoming the first Indian automotive OEM to enter
this space.
NFTs are at the forefront of blockchain technology and have
captured the interest of the digitally savvy and constantly connected
generation. The entry of Mahindra into the NFT universe is yet another
testimony of their continued focus on digital initiatives in the country.
The first NFT offerings from Mahindra will be based on the iconic Thar and
will be released in collaboration with Tech Mahindra. Thar exemplifies the
Mahindra promise of ‘Explore the Impossible’. Additionally, its larger-than-
life imagery is suited to the futuristic, socially wired landscape of NFTs.
This first-ever series comprises four NFTs that will be put up for sale via an
auction starting the 29
th
of March 2022, on Tech Mahindra’s NFT
marketplace christened
‘Mahindra Gallery’.
All proceeds from the auction will go towards Project Nanhi Kali, to support
the education of underprivileged girls in India. Access to education helps
the girl child in fulfilling her dreams and lays the foundation for an equal
society.
The Thar experience doesn’t end with buying an NFT. The winners of the
auction will be invited to the Mahindra Adventure Off-road Driver Training
Academy (Igatpuri, Maharashtra) or to the new state-of-the-art Mahindra
SUV Proving Track (MSPT, Chennai), to experience the thrill of 4x4
motoring.
Commenting on the launch, Veejay Nakra,
Chief Executive Officer,
Automotive Division, M&M Ltd said,
“Mahindra & Mahindra has always
been a pioneer in adopting new-age digital innovations to enhance
customer experience. The launch of NFTs is another exciting step for us to
leverage the next frontier of digital marketing.
We will be able to offer
a
whole new set of experiences to our customers, build communities for our
brands, and also increase brand awareness and loyalty
.
With our entry
into the NFT space, we are all set to harness the countless possibilities of
interacting and adding
to the Mahindra brand and all our nameplates, and
there is no better brand for this debut than the Thar.”
CP Gurnani, MD & CEO, Tech Mahindra, said, “
At Tech Mahindra, we
believe in innovating for the future. As an industry front runner, we have
significantly contributed to digital transformational strategies and
solutions. In line with our aim to reimagine customer experience,
engagement and brand equity through digital transformation, we are
launching an NFT marketplace in collaboration with Mahindra Group. This
Copyright © 2021 Mahindra & Mahindra Ltd. All rights reserved.
market place titled ‘Mahindra Gallery’, is a one-stop-digital assets and
collectibles marketplace for all patrons of the Mahindra Group, and this
platform-of-the-future will emerge as a key lever to showcase the rich
archives and history of the Group that everyone can own in the form of
NFTs, ushering in the next wave of digital ownership.”
The unveil and auction for the first Thar NFT will take place on 29th March
2022 on
https://auto.mahindra.com/suv/thar/nft
starting at 11 am IST,
followed by a 30 min gap for subsequent auctions.
This will be a once-in-a-lifetime opportunity to own the very first NFTs of
Mahindra Thar by participating in the auction.
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