The Mahindra Group is an Indian multinational conglomerate holding company headquartered in Mumbai, India. It is considered to be one of the most reputable Indian industrial houseswith market leadership in utility vehicles as well as tractors in India. Mahindra’s new word mark retains its existing brand attributes such as its reliability, solidity, warmth, trustworthiness and caring nature, as well as its new brand attributes, namely, 'global', 'technology savvy', 'modern' and 'progressive. Mahindra's previous word mark was grey in colour, in line with the colour of vehicle badges that are typically steel grey. The new hand-drawn word mark sports a deep, bright red, which is, in fact, a shade deeper than the signature Mahindra red. The new colour red, has auspicious connotations in India, also stands for vibrancy, positivity, energy and excitement.