Mahindra & Mahindra Ltd., India’s leading SUV manufacturer, today celebrated a significant moment in automotive history by delivering the first-ever Thar ROXX, VIN 001, to Mr. Aakash Minda, Executive Director of Minda Corporation Limited, after a highly competitive online auction. The auction, conducted on carandbike.com from September 15 to 16, 2024, saw Minda secure the winning bid of ₹1.31 crore, outbidding 20 other active bidders.
The auction attracted an overwhelming response, with over 10,980 registrations from enthusiastic bidders, reflecting the widespread passion for Mahindra’s iconic Thar series. Mr. Minda selected the striking Nebula Blue from a range of seven color options. The unique Thar ROXX #001 was delivered in New Delhi by Manjari Upadhye, Chief Marketing Officer of Mahindra Automotive. Adding to its collector’s appeal, the vehicle features an exclusive badge signed by Mahindra Group Chairman Mr. Anand Mahindra and a numbered branding plate (001), emphasizing its rarity and significance.
Nalinikanth Gollagunta, CEO – Automotive Sector, Mahindra & Mahindra Ltd., expressed his excitement about the auction’s success, stating, “The tremendous interest with over 10,000 registrations speaks volumes about the enthusiasm for the Thar ROXX. We are thrilled to congratulate Mr. Aakash Minda on winning the auction and securing this exceptional SUV. We take immense pride in the fact that the proceeds will go towards a meaningful social cause, amplifying the impact of this special moment.”
Mr. Aakash Minda, who also secured the first Thar model in 2020, shared his enthusiasm, “Owning the first-ever Thar ROXX in 2024 deepens my connection to this iconic SUV. What makes this moment even more special is that it supports a humanitarian cause, with the proceeds going to a recognized not-for-profit organization. It’s an honor to be part of Mahindra’s remarkable journey and contribute to this initiative.”
The proceeds from the auction were donated to the Naandi Foundation, a renowned non-profit organization, with Mahindra matching the winning bid to double the impact of this charitable effort. The auction was conducted by Mahindra First Choice Wheels on the carandbike.com platform, with Ernst & Young overseeing the bidding process to ensure transparency.
This landmark event highlights Mahindra’s commitment to innovation, philanthropy, and its ever-growing legacy with the iconic Thar series.
