Mahindra AFS Onboarding

The $20.7 billion Mahindra Group worked with Fountainhead Digital MKTG to create an engaging way of onboarding new hires while educating them about the organisation’s vast footprint.


A $20.7 billion corporation, the Mahindra Group is an Indian multinational conglomerate headquartered in Mumbai, Maharashtra, India. It has operations in over 100 countries around the globe. The group has a presence in aerospace, agribusiness, aftermarket, automotive, components, construction equipment, defence, energy, farm equipment, finance and insurance, industrial equipment, information technology, leisure and hospitality, logistics, real estate, retail, and two-wheelers.


Mahindra’s Automotive and Farm Equipment Sectors needed a dynamic, gamified, engaging way to induct new hires and educate them about the breadth of the Group’s business presence, the depth of functions, and the richness of their history. The onboarding portal served the purpose.


Fountainhead Digital MKTG worked closely with the group to build an interactive, gamified experience that the new hires could access via web or mobile to embark on a ‘journey of discovery’ across the Group’s activities.

With instructional design to help users along their journey, easy to understand content with complete relevance to the user profile, on-demand modules for learning, and exciting games and quizzes, the Onboarding module saw a significant drop in non-completion and in the average time of completion of the induction process, while also being an enjoyable experience.

Aditya Birla Group Onboarding


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