‘Mahindra & Mahindra’
Three weeks ago, popular chronicler of Indian automobile history, Adil Jal Darukhanawala, was in city. He was here to release ‘Timeless Mahindra’, a coffee-table book about the iconic Indian auto-maker “Mahindra & Mahindra.” I borrowed a copy of the book, glanced through it, like most people do a coffee-table book, when I chanced upon the story I had long forgotten, a story worth recalling in these times of communal strife and chaotic democracy.
Many may not know that the second ‘M’ in ‘M&M’ was Mohammed. Initially, the company was established as ‘Mahindra & Mohammed’ until loyalty to a new nation and financial compulsion changed it to ‘Mahindra & Mahindra.’
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Timeless Mahindra by Adil Jal Darukhanawala: Book review
th Dec 2020 9:00 am
Adil Jal Darukhanawala’s latest coffee table book gives a detailed account of Mahindra’s rise from its humble beginnings to a global force.
Castrol 0 Comments When veteran motoring journalist Adil Jal Darukhanawala writes a coffee table book, you can be sure it’s going to be the coffee table itself. Yet another enormous volume (that, by all means, is only the least of its virtues) from Adil is a compelling, awe-inspiring account of SUV-maker Mahindra’s rise from extremely humble beginnings to a global force to reckon with. Timeless Mahindra is a 332-page in-depth plunge into the world of Mahindra, a made-in-India automotive brand that instills a sense of pride and patriotic fervour among enthusiasts.
Timeless Mahindra: Adil Jal Darukhanawala on the history of the iconic jeep and how it is intertwined with a free India s The 75-year journey of Mahindra & Mahindra, that started off with the hardy jeep CJ-2A,is traced by Darukhanawala in his new book. Shail Desai December 19, 2020 11:40:26 IST
During his years growing up in Solapur, Adil Jal Darukhanawala remembers a few family friends visiting them in their respective jeeps. While the elders got chatty indoors, the kids had a field day, hopping in and out of these fascinating vehicles that had no doors to keep them out, setting off on their own make-believe adventures behind the steering wheel.