Mahindra First Choice launches initiative to educate car owners about car care and maintenance

Words by Afzal Rawuther

Mahindra  First Choice Services (MFC Services), India’s largest chain of multi-brand car service workshops has launched an initiative called ‘Under the Bonnet’, designed to educate car owners on basic car care and maintenance techniques with hands-on experience.

The first session was organized for women employees of IFFCO Tokio General Insurance situated in Gurugram. The participants were trained on the various aspects of car maintenance and basic do’s and don’ts. The objective of the session was to educate and empower women on vehicle maintenance, repair & servicing.

Speaking on the initiative, YVS Vijay Kumar, CEO, Mahindra First Choice Services said: “Mahindra First Choice Services was set up with the objective of bringing trust and transparency into the highly fragmented and unorganized car service segment. With initiatives such as ‘Under the Bonnet’ we aim to take this a step further by sharing our expertise with car owners and giving them hands-on experience on basic car care and trouble-shooting techniques, thus empowering them to make informed car servicing decisions.”

The trained representatives of MFC Services provided insights on basics like what to do when car keys are locked inside, how to change a flat tyre, how to jumpstart the battery, how to prevent over-heating of the car, how to increase the mileage of the car and other trouble-shooting techniques.

Mahindra First Choice Services, established in 2008, offers complete car maintenance & service solutions, from body repairs to wheel alignment and balancing to periodic maintenance services and value added products. Its franchisee workshops have technicians who handle service needs of all cars. With 328 franchisee workshops in 22 states and having crossed the 1 million cars serviced milestone, it aims to grow its network to 1200 workshops across the country by 2018.

MFC Services is also exploring partnerships with insurance companies and fleet operators to increase the inflow of customers into franchisee workshops.