India’s No. 1 multi-brand used car company unveils new look and feel for the
brand; now has 9 dealers in Kolkata
July 20, 2012, Kolkata: Mahindra First Choice Wheels Ltd. (MFCWL), India’s No. 1 multi-brand pre-owned
car company today inaugurated three authorized dealerships in Kolkata.
Shreeji Auto is located at Chinar Park in Rajarhat, Shantiniketan Wheels is located at Metropolitan, E.M.
Bypass and Shree Automobiles is located at Topsia. The three showrooms will offer the entire range of
services for customers including purchase and sale of used cars, car finance and insurance, fitment of car
accessories and assistance with paperwork and documentation.
The showrooms were inaugurated by Yatin Chadha, Vice President – Operations & Network, Mahindra
First Choice Wheels Ltd. The new showrooms also feature a new look and feel for the brand. This new
image will now be rolled out across the MFCWL network throughout the country.
“The used car industry often focuses only on the car transaction and not on the total experience of car-
ownership. With these new stores we hope to change this perception and create a unique, aspirational
experience for the used car consumer, right from the point of entry till final exit from our showrooms. Our
network in Kolkata has now increased to 9 dealers, making us well positioned to tap the potential of the
used car market in the region,” said Yatin.
“Since its inception in 2008, Mahindra First Choice Wheels has maintained a reputation as a trustworthy
and credible player in the Indian used car market. We are sure that the three showrooms inaugurated today
will offer a great experience to consumers interested in buying or selling a car,” he added.
Mahindra First Choice Wheels is the country’s preferred used car mart and is India’s only organized multi-
brand player, with 171 outlets in over 100 towns across India. The company plans to expand this number to
500 outlets in the next three years. This implies that customers will soon be able to choose from a range of
certified used cars throughout India, including the metros and tier-2 towns and cities.
Tremendous attention to detail is required to ensure that each used car meets a high level of quality. Before
purchasing the car, a trained engineer thoroughly inspects the vehicle and also sees to it that all papers are
in order. After purchase, every car is refurbished and undergoes an extensive 118 point quality check by a
trained engineer, as part of the company’s robust certification process. The objective behind the care and
diligence exercised is to present the customer with a car in good condition.
In short, buying a certified used car from Mahindra First Choice offers several advantages, including quality
assurance, safety and a hassle-free driving experience.
To give complete peace of mind to the pre-owned car buyer, the company has recently launched two new
warranty products named WARRANTYFIRST and CERTIFIRST.
Subject to specific terms & conditions, WARRANTYFIRST provides Warranty for the major mechanical
and electrical components of the car. The concerned components are covered for a period of 12 months or
15,000 km, whichever is earlier. The CERTIFIRST warranty covers the car’s Engine and Transmission for a
period of 6 months or 7,500 km, whichever is earlier.
Both, WARRANTYFIRST and CERTIFIRST come with facilities of 24X7 Roadside Assistance across the
country. The 24x7 Roadside Assistance, subject to specific terms and conditions, assures the certified pre-
owned car buyer that should the car break-down, he will be provided assistance.
The products WARRANTYFIRST and CERTIFIRST thus, give tremendous peace of mind to buyers of
certified pre-owned cars.
Mahindra FirstChoice has also recently launched its revamped website, www.mahindrafirstchoice.com
This new website has been developed to provide complete assistance to those wanting to buy or sell a car.
It is also integrated with social networking tools like Facebook, Twitter and Youtube. To help car buyers
make an informed decision, the website also has tools like the LIFESTYLE RECCOMMENDER and the
TOTAL COST OF OWNERSHIP.
Mahindra First Choice also has retail finance relationships with major banks and NBFCs in the country. For
helping car consumers buy their dream cars through loans, Mahindra First Choice has tie-ups with leading
companies like HDFC BANK, MAHINDRA FINANCE.
About The Mahindra Group
The Mahindra Group focuses on enabling people to rise. Mahindra operates in the key industries that
drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology
and vacation ownership. Mahindra has a presence in the automotive industry, agribusiness, aerospace,
components, consulting services, defence, energy, financial services, industrial equipment, logistics, real
estate, retail, steel and two wheelers.
A USD 15.4 billion multinational group based in Mumbai, India, Mahindra employs more than 144,000
people in over 100 countries.
In 2011, Mahindra featured on the Forbes Global 2000 list, a listing of the biggest and most powerful listed
companies in the world. Dun & Bradstreet also ranked Mahindra at No. 1 in the automobile sector in its list
of India’s Top 500 Companies. In 2010, Mahindra featured in the Credit Suisse Great Brands of Tomorrow.
In 2011, Mahindra acquired a majority stake in Korea’s SsangYong Motor Company.
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For further enquiries please contact:
Ms. Roma Balwani
Senior VP & Group Head - Corporate Communication
Mahindra & Mahindra Ltd
Phone: (+91-22) 24975176