Mahindra & Mahindra enters NFT space, launches tokens based on Thar SUV

Mahindra and Mahindra (M&M) has become the first Indian automotive OEM to enter the NFT (non-fungible token) space with the release of its first tranche of tokens. NFTs are digital files that serve as digital signatures to certify who owns photos, videos and other online media. Some of the most valuable NFTs are being sold for millions of dollars at auction houses. 

M&M has stated that its entry into the NFT space is yet another testimony of its continued focus on digital initiatives in the country. 

The first NFT offerings from Mahindra will be based on the Thar SUV and will be released in collaboration with Tech Mahindra.

Commenting on the launch, Veejay Nakra, Chief Executive Officer, Automotive Division, M&M Ltd said, "The launch of NFTs is another exciting step for us to leverage the next frontier of digital marketing. We will be able to offer a whole new set of experiences to our customers, build communities for our brands, and also increase brand awareness and loyalty." 

"With our entry into the NFT space, we are all set to harness the countless possibilities of interacting and adding to the Mahindra brand and all our nameplates, and there is no better brand for this debut than the Thar," he added. 

This first-ever series comprises four NFTs that will be put up for sale via an auction starting March 29, on Tech Mahindra's NFT marketplace christened 'Mahindra Gallery'.

"In line with our aim to reimagine customer experience, engagement and brand equity through digital transformation, we are launching an NFT marketplace in collaboration with Mahindra Group." CP Gurnani, MD & CEO, Tech Mahindra. He that 'Mahindra Gallery' is a "one-stop-digital assets and collectibles marketplace for all patrons of the Mahindra Group". 

All proceeds from the auction will go towards Project Nanhi Kali, to support the education of underprivileged girls in India.

The winners of the auction will be invited to the Mahindra Adventure Off-road Driver Training Academy (Igatpuri, Maharashtra) or to the new "state-of-the-art" Mahindra SUV Proving Track (MSPT, Chennai), to experience the thrill of 4x4 motoring, explained the firm.

Also read: "Grateful that passengers were unhurt": Anand Mahindra on Tamil Nadu road crash