Mahindra Experience Centre

Mahindra Tractors, a leading manufacturer of agricultural machinery, serves a vast consumer base spanning the Indian Subcontinent, the United States, Australia, Serbia, Chile, Syria, Iran, and much of Africa.

Leveraging insights from the research team and an in-depth analysis of the brand and user needs, I developed a concept for a multifunctional space for Mahindra Tractors. This space would serve as both a community hub for farmers and a platform to drive sales. I'm thrilled to share that Mahindra adopted the concept (albeit with several modifications)!

THE DESIGN GOAL WAS TO CHANGE THE ROLE OF THE DEALERSHIP FROM A TRANSACTIONAL ONE TO A SOLUTIONS-ORIENTED IMMERSIVE EXPERIENCE CENTRE.

In India, farmers' purchases are driven through word of mouth and their social networks. Mahindra was failing to sell their technology. One of the reasons we found was that , older models of tractors were housed with technology-enabled ones and farmers found it challenging to understand the range of offerings at a dealership

Understanding the modern day farmer

The farmers the research team interacted with demonstrated remarkable knowledge and a deep passion for farming. In India, there's a common misconception that farmers may not be educated beyond primary school. However, the team observed that many farmers had attained professional qualifications, including diplomas in agricultural sciences.

During their visit, the team was welcomed into several households, offering them an insightful glimpse into the farmers' way of life. They discovered that these farmers were catering to international markets and were well-acquainted with global benchmarks and standards.

Despite their expertise and adaptability, the farmers faced challenges in accessing information about cutting-edge agricultural technologies, such as drone farming and hybrid seed varieties. This is precisely where the proposed experience center could play a transformative role, bridging the gap and equipping farmers with the tools and knowledge they need to thrive in an evolving agricultural landscape.

Customer Journey Mapping

Design Concept and Directions

We aimed to craft an experience which was dynamic and constantly evolving. As new-age farmers seek transformational experiences, culturally rich elements were curated within the space.As the world rapidly evolves, this space was designed to be future forward even for years after. Enough room for innovation was left to evolve the current design presets and prevent it from becoming static. As the intent was to create 50 showrooms across the country in Phase 1, replicability of the design was a must.