Mr. Bobby Salwan, Regional Head for Middle East, North & West Africa and Latin America & the Caribbean, Mahindra & Mahindra
Diplomatist Magazine interviewed Mr. Bobby Salwan, Regional Head for Middle East, North & West Africa, and Latin America & the Caribbean at Mahindra & Mahindra. In this conversation, he reflects on Mahindra’s parallel journey with India’s industrial rise, the company’s global footprint, localisation strategies in key regions, and the future of mobility in emerging markets.
From assembling Willys Jeeps in post-independence India to now operating in 100+ countries, how do you see Mahindra’s transformation reflecting the evolution of India’s own industrial journey?
Mahindra’s journey has, in many ways, run parallel to the story of independent India itself – both rooted in resilience, driven by ambition, and constantly evolving to meet the demands of a changing world.
When we began assembling Willys Jeeps in post-independence India, our purpose was clear: to empower a young nation with mobility and self-reliance. That spirit of nation-building has never left us. Over the decades, as India moved from import substitution to liberalisation and now to global leadership in technology and sustainability, Mahindra too has transformed – from a domestic assembler of rugged utility vehicles into a diversified global powerhouse present in over 100 countries.
Our evolution mirrors India’s broader industrial arc. The early years were about resilience and indigenisation – creating vehicles that could withstand the toughest terrains, much like India building its own foundations of self-sufficiency. The 1990s liberalisation era saw India opening to global competition, and Mahindra embraced that challenge, building global alliances, strengthening R&D, and introducing products that could stand shoulder-to-shoulder with the best in the world. Today, as India emerges as a hub for innovation, sustainability, and digital-first thinking, Mahindra is pushing boundaries in electric mobility, connected vehicles, and futuristic design – reflecting the aspirations of a new India that is confident, bold, and global in outlook.
At its core, Mahindra’s transformation has always been purpose-led. Just as India’s industrial journey has been about creating inclusive growth and opportunities, Mahindra has remained focused on democratizing mobility – from making authentic SUVs and PikUps accessible to millions, to pioneering affordable tractors that fuel the world’s largest agricultural economy.
In many ways, Mahindra doesn’t just reflect India’s industrial journey; we have been an active participant in shaping it – turning challenges into opportunities, and ambitions into reality. And as India now moves into a future defined by green energy, global competitiveness, and digital leadership, Mahindra stands ready to lead from the front – carrying forward both our legacy and our nation’s story into the next chapter.
Mahindra today is equally a global player and an Indian success story. How has the company managed to maintain its Indian identity while adapting to such diverse international markets?
Mahindra’s identity has always been anchored in its Indian roots – resilience, ingenuity, and a deep sense of community. At the same time, our global success comes from our ability to adapt, respect, and integrate into the cultural and business ecosystems of the markets we enter.
We see no contradiction between being proudly Indian and being truly global. In fact, we believe our Indian identity is what makes us relevant worldwide. The values that shaped us in India – designing for rugged terrains, delivering high value, and creating solutions that are both aspirational and accessible – are universally resonant. Whether it’s a commercial driver in Guatemala using our PikUps, an adventure seeker in Australia driving our SUVs, or a city commuter in Nepal exploring our EVs, they all connect to Mahindra’s ethos of authenticity and reliability.
Our approach has been two-fold:
Ultimately, we don’t see globalisation as diluting our identity – we see it as amplifying it. The Mahindra badge today signals both “Made in India” and “Made for the World.” That duality is our biggest strength.
You played a key role in opening Mahindra’s Cairo office. How important is localising operations, like assemblies in Tunisia and plans for Egypt, to Mahindra’s long-term growth in the region?
Both Tunisia and Egypt are pivotal markets for Mahindra, not only in their own right but also as gateways to the broader MENA region. Localising operations through assembly partnerships in these countries is central to our long-term growth strategy for several reasons.
First, proximity drives relevance. Establishing local assembly facilities enables us to respond more effectively to customer needs, tailoring products to local preferences and conditions. It also reduces our reliance on imports, significantly lowering logistics costs, lead times, and duties – making Mahindra vehicles more accessible and competitively priced.
Second, supply chain resilience is non-negotiable in today’s world. Local production strengthens our operational backbone by streamlining the supply chain, enabling quicker turnaround, and improving inventory management. This agility allows us to serve markets with consistency, even amid global disruptions.
Third, local presence builds trust. When we invest in a market, we signal long-term commitment, which enhances consumer confidence and loyalty. Tunisia and Egypt allow us to foster deeper partnerships with governments, distributors, and communities, reinforcing Mahindra’s brand as a partner in regional growth.
Finally, these markets are not endpoints but strategic springboards. With localised operations in Tunisia and Egypt, Mahindra is well-positioned to expand its footprint across North Africa and the Middle East, leveraging these hubs as centres of growth, innovation, and talent development.
In essence, localisation in Tunisia and Egypt is not just about assembling vehicles — it is about embedding Mahindra into the economic and social fabric of the region, ensuring sustainable growth for both the business and the communities we serve.
You have emphasised delivering “workhorses” that are reliable, fuel-efficient, and low-cost. How does Mahindra strike the balance between global product excellence and adapting to specific local workhorse (PikUp) driving conditions in markets like North Africa and MENA?
The Mahindra PikUp has earned its reputation as a true “workhorse” by delivering exactly what customers in demanding markets need: toughness, efficiency, and value. But the conditions in which these vehicles operate — from the deserts of North Africa to the varied terrains of the Middle East — require us to go beyond a one-size-fits-all approach.
We balance global product excellence with local relevance through three key pillars:
Ultimately, the Mahindra PikUp’s strength lies in being both globally reliable and locally relevant. It embodies our core philosophy: to democratise tough, dependable mobility solutions that empower communities and businesses — whether that’s hauling produce across Moroccan farmlands or navigating construction sites in the Gulf.
With Mahindra ranked as the world’s leading Personal and commercial vehicle company, how are emerging technologies like EVs and Connected cars being deployed differently in Africa, Latin America, and other global markets?
At Mahindra, we see emerging technologies like EVs and connected mobility not as one-size-fits-all solutions, but as opportunities to tailor innovation to the realities of each market. Africa, Latin America, and other growth regions are at different stages of adoption, shaped by infrastructure readiness, policy frameworks, and consumer needs and our approach reflects that diversity.
In Africa, where affordability and rugged reliability remain paramount, our focus has been on accessible electrification and connected fleet solutions. For instance, we are exploring compact EVs and last-mile electric mobility that address urban congestion and rising fuel costs. Connected technologies can be deployed to optimise fleet management for businesses, enhancing uptime and efficiency in markets where logistics costs are high.
In Latin America, policy incentives and urban infrastructure are moving faster, creating a fertile ground for broader EV penetration. Here, we can leverage our global EV platforms to bring scalable products, while deploying connected solutions that elevate the customer experience – from predictive maintenance to smart infotainment systems tailored to digitally savvy consumers.
Across both regions, our guiding principle is fit-for-market innovation. EVs and connected cars are not just about cutting-edge technology; they are about solving real problems: reducing the cost of ownership, making mobility more sustainable, and empowering communities. By balancing global R&D excellence with local partnerships, Mahindra ensures that emerging technologies are introduced in ways that are both aspirational and practical.
Ultimately, our vision is consistent: to democratise future-ready mobility. The way we execute that vision in Africa or Latin America may differ, but the outcome is the same – making advanced, sustainable, and connected mobility accessible to millions worldwide.
Where do you see the next growth hotspots for Mahindra, perhaps in mobility or digital ecosystems?
We see the next wave of growth coming from two converging spaces: emerging mobility markets and digital ecosystems that transform customer experience.
On the mobility side, growth hotspots are emerging in Africa, ASEAN, and Latin America – regions where rapid urbanisation, rising disposable incomes, and a demand for affordable, rugged vehicles are creating new opportunities. These markets are at the cusp of transitioning from basic mobility to aspirational ownership, and Mahindra is uniquely positioned to serve them with our portfolio of authentic SUVs, PikUps, and last-mile mobility solutions, while gradually introducing EVs and connected solutions tailored to local readiness.
Equally powerful is the opportunity in digital ecosystems. Customers today don’t just buy a vehicle; they seek a connected, end-to-end ownership journey. From digital-first retail models and subscription platforms to predictive servicing, connected car analytics, and even lifestyle ecosystems around adventure and communities – these are areas where Mahindra can add differentiated value.
In short, the next growth frontier lies at the intersection of mobility + digital. By embedding technology, services, and experiences into our vehicles, Mahindra will not only expand into new geographies but also transform the very definition of mobility – from a product you own to an ecosystem you belong to.
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