Mahindra First Choice Wheels inaugurates two authorized dealers in Jammu and Kashmir


Mahindra First Choice Wheels inaugurates two authorized dealers in Jammu and Kashmir

All India network at 475 outlets; North India network at 157 outlets


February 5, 2015, Jammu : Mahindra First Choice Wheels Ltd. (MFCWL), India’s No. 1 multi-brand certified used car company, today expanded its presence in North India with the inauguration of two authorized dealerships – National Automobile and Asima Motors – in Jammu. The company now has a network of 12 dealerships in the state.

Both outlets were inaugurated by Mr. Yatin Chadha, Senior Vice President – Retail Business, Mahindra First Choice Wheels Ltd.

“Jammu is a strategic market for Mahindra First Choice Wheels and I am sure that our association with National Automobile and Asima Motors will help us make further inroads in the market. At Mahindra First Choice Wheels Limited, we are witnessing a transformational change in the way we operate. National has rich experience in new car business will help us in delivering new car buying experience at our outlet new car dealers are finding good to get into used car business. With a vision to create a used car ecosystem, we are enhancing and leveraging our physical and online presence and are best positioned in the auto industry to deliver a “Brick and Click” synergy interface for a unique customer experience in our rapidly growing franchisee network across India,” said Mr. Chadha.

“We are delighted to be assocaited with Mahindra First Choice Wheels which is the pioneer in the used car business in India. “The used car market in Jammu is growing very rapidly and Mahindra First Choice Wheels, with its strong value proposition of trust, credibility and exceptional service is well poised to tap into this growth. The cmpany’s consistent focus on innovative products and services is also sure to find favour with customers here,” said Sahaj Gulhati, Dealer Principle, National Automobile.

Mr. Gulhati is a management graduate from London and hails from a family which has been involved with the automobile business for several years.

Asima Motors will offer customers a range of services including car finance, insurance, fitment of car accessories and assistance with paperwork and documentation,” said Firdous Ahmed Chowdary, Dealer Principle, Asima Motors.

Mr. Chowdary has 5 years’ experience in the auto sales and service industry, having worked with Maruti and Ford. He also has a travel fleet business.

The company’s footprint in Jammu is currently at 12 dealerships and it further plans to expand this number to 15 outlets by year end. Key focus areas include Jammu,Udhampur and Srinagar.

From its humble beginnings in 2007 when its first franchisee outlet was established, MFCWL has achieved a dominant status in retailing of multi-brand used cars in the country. The company is driven by its mission to transform the way used cars are retailed and has made several innovations along the way.

The list of innovations include developing a unique franchisee based business model, selling certified multi-brand used cars under warranty and offering the most comprehensive warranty product available on used cars in the country, in addition to a differentiated consumer experience through launch of its ‘Highline’ stores for selling high-end multi-brand used cars.

About Mahindra First Choice Wheels

Mahindra First Choice Wheels Ltd. (MFCWL) is the country’s preferred used car mart and is India’s number one multi-brand certified used car player. The company plans to expand its network to 500 outlets over the next two 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. MFCWL closed F-14 with sales of 57,000 used cars, which is 30% growth over the last financial year.

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, the 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 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 used car buyer, the company has Warranty products like WARRANTYFIRST, CERTIFIRST and CERTIFIRST+.

Subject to specific terms and conditions, WARRANTYFIRST provides Warranty for all 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 while CERTIFIRST+ covers for a period of 12 months or 15000 kms, whichever is earlier.

The Warranty products come with the facility of 24X7 Roadside Assistance across the country. The 24×7 Roadside Assistance, subject to specific terms and conditions, assures the certified used car buyer that should the car breakdown, he will be provided assistance.

The Warranty product gives tremendous peace of mind to buyers of certified used cars. Mahindra First Choice has a website – – which provides complete assistance to customers wishing to buy or sell a car. Mahindra First Choice also has retail finance relationships with major banks like Mahindra Finance, HDFC, Kotak Mahindra and ICICI Bank for helping consumers buy their dream cars through loans.

Mahindra First Choice Wheels Ltd. also has a significant presence in the online space. Through its ‘Autobid’ auction platform it has sold more than 1.5 lakh vehicles till date.

The company has also launched a new product, the Indian Blue Book (IBB) (, which is the most comprehensive unbiased resource for consumers and dealers to determine the value of their used cars.  

A new product for car evaluation called ‘Autoinspekt’ ( has been launched. Autoinspekt is an unbiased third party vehicle evaluation report to determine the condition, quality and value of a used vehicle. The report itself covers 53 parameters across 8 vehicle systems of the car and is prepared after physical inspection of the vehicle by a trained engineer.

About Mahindra

The Mahindra Group focuses on enabling people to rise through solutions that power mobility, drive rural prosperity, enhance urban lifestyles and increase business efficiency.

A USD 16.5 billion multinational group based in Mumbai, India, Mahindra employs more than 200,000 people in over 100 countries. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractorsutility vehiclesinformation technology, financial services  and vacation ownership. In addition, Mahindra enjoys a strong presence in the agribusiness, aerospace, components, consulting services, defence, energy, industrial equipment, logistics, real estate, retail, steel, commercial vehicles and two wheeler industries.

In 2014, Mahindra featured on the Forbes Global 2000, a comprehensive listing of the world’s largest, most powerful public companies, as measured by revenue, profit, assets and market value. The Mahindra Group also received the Financial Times ‘Boldness in Business’ Award in the ‘Emerging Markets’ category in 2013.

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For further enquiries please contact:

Ruzbeh Irani  

Chief Group Communications and Ethics Officer and

Member of the Group Executive Board

Mahindra Group               

Phone: +91 22 2490 1441     



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