We define ourselves as a federation of autonomous businesses united by a common Core Purpose and a set of Core ValuesGroup Annual Report

Core Purpose
'We don't have a group-wide mission statement. Our Core Purpose is what makes all of us want to get up and come to work in the morning. - Anand G. Mahindra

Indians are second to none in the world. The Founders of our nation and of our Company passionately believed this. We will prove them right by believing in ourselves and by making Mahindra & Mahindra Limited known world-wide for the quality of its products and services.

Core Values
Good Corporate Citizenship
Seek long term success in alignment with the country's needs and do this without compromising ethical business standards.

Professionalism
Sought the best people for the job, give them the freedom and the opportunity to grow and support innovation and well reasoned risk taking

Customer First
Respond to the changing needs and expectations of our customers speedily, courteously and effectively.

 Quality Focus
Make quality a driving value in the work, in their products and in their interactions with others. Recognising quality as the key to delivering value for money to the customers, promise to do it 'First Time Right'.

Dignity of the Individual

Value individual dignity, uphold the right to express disagreement and respect the time and efforts of others and through the companys actions, nurture fairness, trust and transparency.

Corporate Social Responsibility has always been an integral part of the Mahindra Group's vision and the cornerstone of our Core Value of Good Corporate Citizenship. - Keshub Mahindra, Chairman

Redefining CSR
Making socially responsible products, engaging in socially responsible employee relations and making a commitment to the community around it. Corporate Social Responsibility is not just a duty; it's a way of life. In 2005, the Group celebrated its 60th anniversary by renewing its commitment to CSR. It pledged to dedicate 1% of its profit (after tax), on a continuous basis towards Corporate Social Responsibility. A unique kind of ESOPs - Employee Social Options was launched to enable Mahindra employees to involve themselves in socially responsible activities of their choice.

CSR Activities
Education Environment Health Arts & Culture
META

Sports

Foundations
K.C. Mahindra Education Trust

Nanhi Kali

Sustainability Products

Lifeline Express

NBA Partnership

Mahindra United World College

Green Facilities

HMRI

MIAAC

Youth Football Challenge

Tech Mahindra Foundation

Pride Schools

EMRI

Mahindra Lucknow Festival

Mahindra Satyam Foundation Mahindra Education Society

Grants & Scholarships

Mahindra Foundation

Mahindra Foundation USA

Nanhi Kali
Project Nanhi Kali was initiated in 1996 by the K C Mahindra Education Trust (KCMET) with the aim of providing primary education to underprivileged girl children in India. World Bank has acknowledged that there is no investment more effective for achieving the millennium development goals than educating girls as educated women form the foundation of a modern secular society Runs as CSR Initiative with Mahindra & Mahindra Ltd. Donation and as sponsorship program, where individuals could also contribute for girl child education Caters the dual objectives of- impacting the nations development through education of the girl child & encouraging Indians to give back

 Since 2005, the project is jointly managed by KCMET and Naandi Foundation (an independent not for profit organization) Naandi implements the project at grass root level and provides for the teachers. The project aims at providing academic support classes, study material and school material required as well as financial support to encourage parents and children, both. Within the period of a single year, third party assessments have indicated an improvement in learning outcomes ranging from 40 percent in tribal Chhattisgarh to 78 percent in Mumbai. By end of 2011, Nanhi Kali aims to provide educational support to 100,000 girls across nine states.

Impact of the Project

Project Nanhi Kali currently supports the education of over 70,000 underprivileged girl children from poor urban, remote rural, tribal and conflict afflicted communities across eight states of Maharashtra, Andhra Pradesh, Rajasthan, Chhattisgarh, Madhya Pradesh, Karnataka and New Delhi and Haryana. The project has witnessed a significant increase in both enrolment of girls and attendance of girls in schools. Drop out rates of girls have been curtailed to less than 10% within the program compared to national level figures of 30% at Primary level and 70% at the Secondary School level.

Mahindra United World College

Extending its aim towards contribution to society through education, Mahindra open one of its kind and unique college in India. Mahindra United World College brings together students from more than 75 countries to study foreign languages, sciences, performing and visual arts, mathematics, and sociology. The focus on academics is rigorous and challenging, but the focus on exchange across race, religion, ethnicity, class, caste, gender and nationality is just as important. Todays business scenario demands students to understand and work in a global culture and this college effectively provides for this requirement. The international mix facilitates global exposure and helps students transcend all artificial barriers based on race, religion, ethnicity, class ,gender or nationality.

 Keen focus is given on all-round development, and students are encouraged to think innovatively by involving themselves in socially and environmentally relevant issues. The students also contribute to the local neighbourhood through community service programmes The students live in residential houses and enjoy home amenities, international cuisine cafeteria, sports facilities, medical centre, and social centre, four science laboratories equipped for physics, biology, chemistry, and general studies, a full-service IT centre, an art studio and music centre, and a library. Students study hard for the International Baccalaureate (IB), but they also participate in athletics and volunteer with local initiatives. The college also provides for scholarships to students. It is considered one of the best initiative by a private company towards the field of modern education.

Mahindra Pride School

The Mahindra Pride School helps transform the lives of youth from socially and economically disadvantaged communities by providing vocational training at a very subsidised rate. Young people from scheduled castes and scheduled tribes are given access to skills that empower them to earn a livelihood for themselves and for their families. It offers three-month training programs in hospitality, customer relationship management, and IT-enabled services. Each student also receives training in English, Life Skills, and Computer Applications. Training programs are coordinated with the skill manpower requirements of sunrise and booming sectors with high growth potential to make sure that all students find rewarding employment after completing the courses.

The Mahindra Pride schools target 100% placement of students with a minimum starting salary o Rs 6,000 per month and have been able to achieve this target. So far 1720 students have been employed and campus interviews and starting salaries are both on the rise The first Mahindra Pride School is located at Chinchwad near Pune and 2nd in Jaipur.

Grants & Scholarships

Beginning in the 1950s, the K.C. Mahindra Education Trust has set up scholarships and grants for socially and economically underprivileged students. The range of scholarships and grants make education attainable for determined students across India. The Mahindra All India Talent Scholarship enables approximately 1,500 students from lower socioeconomic groups to pursue job-oriented diploma courses at recognized Government Polytechnics in India each year. Eligible students who have passed 10th and 12th standard examinations and a place in a Government Polytechnic are selected from their high schools. The Mahindra Search for Talent Scholarship is awarded to the students who score the highest aggregate marks in over 35 educational institutes across the country. They then sponsor their education in any stream as coveted by teh student The K.C. Mahindra Scholarship for Post-Graduate Studies Abroad awards an interest-free loan of up to Rs.95,000 to deserving graduates who are interested in pursuing advanced studies overseas. Initiated in 1956, preference is given to students interested in pursuing subjects which are not readily accessible in India. Has also established schools near its factories primarily for children of its employees. At present, the Group has three schools that impart high standards of education -Mahindra Academy at Malad in Mumbai, Zaheerabad and Khopoli. The establishment of these schools has not just benefited their employees but also the community around these schools

Other Initiatives
Mahindra Farm Equipment Sector (FES) in Mumbai distributed books and educational material to 2,127 tribal students. And through our Shramdaan projects, helped make childrens place of learning a place of beauty by painting buildings, cleaning the premises, and planting trees. They also volunteered and shared their time and knowledge with students through mentoring and teaching. Many of the employees teach weekly classes on topics like career counseling, computer literacy, English, and passing standardized tests. When an agricultural crisis caused a series of farmer suicides in the Vidharba region of Maharashtra, FES responded with training programs to help resource-poor youth find other employment opportunities. Mahindra Spares and Mahindra Lifespaces Developers have each organized vocational training and career counseling seminars for school dropouts, helping to inform, prepare, and connect people with job openings in their area. Mahindra Intertrade built an educational and recreational area for 50 local village children in Nashik, helping to make school a fun and positive experience. Many of the employees itself contribute for other initiatives. Like in 2009-10, 1,668 employees sponsored 2,550 Nanhi Kali students

Sustainable Projects
Efforts are taken to create local jobs and minimize environmental impact by conserving raw materials and energy, eliminating toxic raw materials, and reducing the quantity and toxicity of all emissions and wastes. The first company to introduce micro-hybrid technology in LCV (Light Commercial Vehicle) Segment R&D efforts towards Electric Cars through acquisition of Reva Electric Cars Setting up Samriddhi Centres for helping farmers in sustainable and profitable farming. Helping farmers earn higher revenue by setting up Agri tourism and Rural tourism centers Setting up state-of-art factories and offices with green facilities (i.e, efficiently utilising resources and using natural building materials like honeycomb mesh in partnership with Indian Green Building Council.

Green Initiatives
As part of the long-term sustainability plan, all facilities have following comprehensive plans to reduce waste, conserve resources, and minimize emissions. Installing 70 Solar Dishes at the biggest automotive plant Installing hydro-pneumatic pumping system and compressed air system dryers to reduce power consumption. A zero-discharge facility, recycling of waste water, chiller and closed loop cooling towers help reduce energy consumption and CO2 emissions Installation of roof-top solar power plants and rain water harvesting systems at two facilities Optimization of ventilation and lighting to reduce electricity consumption. Installation of bio-filtration plants and effluent treatment plants to minimize hazardous effect of residual chemical waste.

Other initiatives
Each year, employees organizes cleanliness drives to clean up buildings or entire villages. In 2010, 75 volunteers from Mahindra Steel Service Centre Ltd and Mahindra Ugine Steel Company Ltd organized a trash pickup day to make Kanhe a completely garbage-free village. Mahindra World City Developers Ltd organized a comprehensive twoday cleanliness drive at the Government Hospital at Chengalpet, Chennai. Launching Mahindra Hariyali in 2007, employees set an ambitious goal of planting 1 million trees nationwide to increase Indias green cover and offset national greenhouse gas emissions. In 2008, the Mahindra Hariyali project surpassed our goal by over 200,000 trees.

Lifeline Express
Since 2007, Mahindra has supported the Lifeline Express every year with financial contributions and volunteering through our Employee Social Options Program (Esops). Lifeline Express is a one-of-a-kind and worlds first hospital on wheels bringing medical facilities to remote areas and treating people whose disabilities prevent them from making the journey to a formal hospital.

Each year, five railway coaches bring medical care to remote areas completely free of charge. Inside, the air-conditioned coaches contain sophisticated surgical and medical facilities. Surgeons provide diagnostic, medical, and surgical treatment to patients with cleft lips, dental deformities, deafness, polio, and cataracts. This year, the Lifeline Express treated 1,823 patients in Farrukhabad, Uttar Pradesh over a span of 21 days.

Other initiatives EMRI

In 2005, Mahindra Satyam partnered with the Emergency Management and Research Institute to provide comprehensive emergency response services through a toll-free number108. Mahindra Satyam provide all technical support, putting their cutting edge communications technology to work to deliver the quickest response possible to any distress call, be it a medical, police, or fire related emergency. More than 2,600 ambulances are now on call in Andhra Pradesh, Gujarat, Uttarakhand, Goa, Tamil Nadu, Rajasthan, Karnataka, Assam, Meghalaya, and Madhya Pradesh. As of 2009, it reached about 147 million people, saved 40,000 lives, and employed 8,500 people. By 2011, they plan to cover the entire nationmore than 1.1 billion peoplewith 10,000 ambulances and employ 100,000 people.

HMRI
The 104 Advice helpline brings quality medical consultation to anyone with a phone across the state of Andhra Pradesh. Set up in 2007, the 104 Advice medical helpline run by the Health Management and Research Institute (HMRI) has already grown from 200 calls per day to an average of 50,000. Mahindra Satyam provides the technical support for the worlds largest health contact centre. 104 Advice provides all callers with accurate medical information, advice, and counseling in three languages (Telugu, Hindi, and English) around the clock. The triage system orders and diverts calls to the right personnel using the triage classification of critical, serious, or stable states. Trained counselors, doctors, paramedics, and PhDs are standing by to provide counseling services, maintain up-to-date medical content, and analyze the calls they receive. Mahindras proven state-of-the-art telecommunications equipment and technology enables them to track and analyze the calls they receive. In this way, they can track diseases across the state and identify broad patterns and epidemics. Their data help the government respond quickly and effectively to medical needs across Andhra Pradesh. From day-to-day advice on hygiene to emergency counselling on snake bite treatment to psychological counselling to prescriptions by SMS, they are helping bring life-changing, and often life-saving, medical information to regions that have never had access before.

Other Intiatives
Each year, employees organize blood donation camps in partnership with hospitals and health agencies, support the Lifeline Express, and conduct health education and checkups for rural and marginalized communities. They also organize the distribution of free medicines and artificial limbs and host camps for free surgery and other treatments. Their education programs teach HIV/AIDS awareness, dental care, and personal and community hygiene. Their Farm Equipment factories have mobile dispensaries staffed with a doctor, an attendant, and a driver who provide free medical aid and medicines to those who cannot afford them in nearby communities. Esops volunteers respond quickly and efficiently to disasters. When heavy rains flooded villages in Bihar in 2008, 60 Esops volunteers from local offices took the initiative to organize relief efforts. Working quickly, they sourced and distributed Rs 1.5 million of essential food items to over 10,000 people.

Art & Culture

With the Mahindra Sanatkada Lucknow Festival, mahindra brings culture back into the mainstream. Partnering with Sanatkad, a nonprofit crafts collective, they organize a crafts mela (exhibition) and performing arts extravaganza at the historic and beautiful Kaiserbagh Baradari Palace. This creates an opportunity and draws over 100 craftsmen and over 1,000 attendees. Artisans and master craftsmen from all over India display their work, and folk musicians and dancers perform traditional pieces and thus, get a platform to showcase their talent To recognize and reward the best in Indian theater, Mahindra Excellence in Theatre Awards (META) was created in 2006. The only award of its kind, META is designed to encourage theater artists and give them the recognition they deserve on a national platform. In 2000, it opened the Mahindra Indo-American Arts Council (MIAAC) Film Festival to facilitate creative work in an area that does not generally receive corporate supportSouth Asian independent film. Each November, film festivals are organised at prestigious venues across Manhattan, New York to showcase South Asian features, documentaries and shorts picked from applications received from the subcontinent and filmmakers of Indian origin from around the world.

Sports
Mahindra partnered with the NBA (National Basketball Association) to launch a competitive community-based basketball league in India through grassroots interest and involvement. The Mahindra NBA Challenge promotes healthy living and brings communities together around a fu and productive activity. The first season began in April 2010, where 3,500 participants on nearly 300 teams registered in first three locations in Bangalore, Ludhiana, and Mumbai. The NBA serves the purpose of promoting the basketball sport in India and providing opportunities for the youth as such an infrastructure is not present for this sport Partnering with the Celtic Football Club, it inaugurated the Mahindra Football Challenge to develop young Indian football talent. It is now, one of the dominant clubs in the Scottish Premier League, to provide competitive training and high-profile talent-scouting. The challenge functions as a inter-city tournament with game prizes and money prizes The winning team enjoys the skills camp conducted by a panel of visiting coaches from the Celtic Football Club and some of the top football professionals in the world. The partnership with the Celtic Football Club will strengthen football opportunities in India, providin young players with better competition and a career path to professional leagues

K. C Mahindra Education Trust

The K.C. Mahindra Education Trust was founded almost 60 years ago in 1953 to transform the lives of people in India through education and financial assistance across age groups and income strata. Since then, they have provided disadvantaged students with more than Rs. 424.2 million (USD 8.48 million) in grants, scholarships, and loans. So far, they have reached more than 75,000 beneficiaries through grants, scholarships, and loans. In FY 2009-10 alone: 4,772 Mahindra All India Talent Scholars pursued vocational diploma courses at Government polytechnic colleges 914 deserving students pursued graduate studies overseas with the K.C. Mahindra Scholarship for Post Graduate Studies Abroad 3,467 top scoring students received Mahindra Search for Talent scholarships 17,000 underprivileged girl children went to school with Project Nanhi Kali 1,720 disadvantaged youth graduated from Mahindra Pride Schools with employable skills and good jobs

Other Foundations
Through the other foundations, Mahindra & Mahindra Limited contributes finance and executes other projects. Together all help in building its CSR activities All the foundations have pre-set goals which the aim to achieve within the chosen field. The foundations partner with various NGOs to build relationships with local communities and implement projects

Employee Social Options

Employee Social Options Program (Esops) connects Mahindra employees with people who need help. Each year, they organize ongoing initiatives or one-time programs to reach out to groups like the elderly, the disabled, disadvantaged students, or rural population. During the year from 2010-2011, 15,147 Esops volunteers contributed 73,509 man-hours. All companies target to donate 1 percent of our annual profit after tax to social activities each year, but also believe in the importance of spending our own time and effort. Run by Corporate Social Responsibility Department, employees can select from a wide range of activities in the three focused areas of Health, Education, and Environment, or get involved in special local initiatives. In FY 2009-2010, the Mahindra Spares business provided guidance and career counseling for 100 school dropouts and their parents. Their automotive plant in Mumbai ran a 14-day program for women to develop their personal skills, supporting female empowerment by training women to be effective self-advocates. Employees generate ideas for projects, prepare annual activity plans, implement each activity, and monitor results. To fund these employee initiatives, each sector targets to donate 0.5 percent of its profit after tax to the central CSR fund and 0.5 percent to Esops.

Bibliography
Mahindra & Mahindra Annual Reports KCMET Annual Report www.mahindra.com www.mahindraautoworld.com www.mahindratractorworld.com www.mahindrausa.com www.mahindra2wheelers.com www.techmahindra.com www.mahindrasatyam.net www.mahindrauniverse.com

Credits
Mohit Bhatia Nirvi Desai Shailesh Motar Nisha Punjabi Shuchi Singh