Mahindra & Mahindra (M&M) is setting its sights on making the Thar the top SUV brand in India by ramping up production to over 1 lakh units annually in the coming year. To achieve this goal, the automaker plans to launch the aggressively priced Thar Roxx, aimed at increasing sales volume and making the Thar a more mainstream option. Priced between ₹13 lakh and ₹20 lakh (ex-showroom), M&M targets a monthly output of 6,500 units for the Thar Roxx and a combined production of 9,500 units per month when including the Thar 3-door model.
Rajesh Jejurikar, Executive Director and CEO of M&M’s auto and farm equipment sectors, emphasized the importance of building scale through volume. “Volume momentum drives better costs, supplier engagement, and motivated dealers and teams. This is how we create a strong ecosystem and a competitive edge,” he stated.
The Thar Roxx, developed on the all-new Gylde platform, is designed to offer a compact footprint with maximum space and comes packed with segment-first features. These include Electronic Stability Control (ESC), a 26.03 cm touchscreen, and a range of high-tech options across all variants. M&M has invested around ₹1,000 crore in the development of the Thar Roxx, with the aim of offering both on-road comfort and off-road capability.
Veejay Ram Nakra, President of M&M’s automotive division, highlighted the brand’s strategy of making advanced technology accessible at affordable prices, stating, “We are democratizing technology and bringing it to the mainstream.”
Looking ahead, M&M plans to expand the Thar portfolio with additional models, aiming to become the top SUV brand within the next 3-5 years. The company is currently a revenue leader with a 21% market share, second only to Maruti Suzuki in the SUV segment.
M&M anticipates some overlap between the Thar Roxx and the existing 3-door Thar, with the latter’s production being adjusted accordingly. The company expects the 4X4 version of the Thar Roxx to have a smaller share of sales compared to the 3-door model. The Thar Roxx is set to begin test rides on September 14, with bookings opening on October 3 and deliveries starting by October 12, just in time for the Dussehra festival.
