Mahindra & Mahindra is gearing up to boost production of its Thar Roxx SUV due to a rise in demand, as the industry's strong growth trajectory is driven by infrastructure advancements and relatively low market penetration in the automotive sector.

“We have witnessed an overwhelming response to the Thar Roxx, and we will need to increase its capacity to meet the demand,” Executive Director & CEO of the Auto & Farm Division, ajesh Jejurikar, highlighted, as double-digit growth for Mahindra is expected by the end of the financial year. He further emphasized Mahindra's shift towards lifestyle SUVs, targeting markets traditionally overlooked for electric vehicles (EVs). 

The company is also witnessing a growing trend of premiumisation in the Indian automotive segment, with features now paralleling those found in luxury cars. The company has anounced the pricing for its BE 6 SUV, which ranges from Rs 18.9 lakh to Rs 26.90 lakh (ex-showroom).