Mahindra Susten (Earlier known as Mahindra EPC) is India's largest Solar EPC company FY15 and a portfolio company of the Mahindra Partners, the $ 900 mn private equity division of the Mahindra group. The company offers diversified services within the renewable energy and clean tech space. A leading player in the Indian solar energy sector, with 90 MW commissioned to date and over 250 MW under execution, services span across turnkey solar EPC services - both utility scale solar and rooftop solar, solar DG hybrid solutions, solar products, solar car charging stations, telecom tower solarization, solar PV O&M and analytics, The company also offers engineering services, energy management services and industrial construction solutions.

1. Brand Rejuvenation for
Mahindra EPC

2. Remember our Stall at REI 2014?
We told you a transformation was coming soon!

3. An obvious question on your mind...

4. What is the transformation?

5. We are
rejuvenating
our
Brand

6. Why brand rejuvenation?

7. While we were working at making our company the
Largest Solar EPC in India…
2011 20152012 2013 2014

8. we also quickly expanded into other domains…
2011 20152012 2013 2014

9. The perception of our company was ..

10. In contrast, look at what Mahindra EPC is!

11. We needed a name to match our aspirations…
We needed a name to match our aspirations…

12. What did we do next?

13. We introspected, to understand what our
brand is all about..

14. Dynamic
Cyclical
Forever
Birth - Death Recreation
Life Creation
Circle
Continuous
SUSTAINABILITY
Infinity
Eco-System
Limitless Process
Robust
Empowers
Green
Nature
Renewable
Clean
Safe
Global
Scale

16. And we realised
SUSTAINABILITY IS AT THE CORE
of our company !

17. Look Closely..

18. SUSTAINABILITY AT THE CORE
We have..

19. SUSTAINABILITY AT THE CORE
And we enable..

20. SUSTAINABILITY AT THE CORE
And we enable..

21. And we enable..
SUSTAINABILITY AT THE CORE

22. SUSTAINABILITY AT THE COREAnd we enable..EN

23. SUSTEN

24. “Susten” is derived from the words "Sustainability" and "Enabler", which is the
underlying thought of any activity performed at Mahindra EPC.

25. Logo Unit Inspiration
- The logo Mark depicts the brand essence of Anchor Propeller
- The 2 directional unit represents sustainability. It also shows that while
we are forward looking, we are rooted to our values
- Larger arrow represents the anchor while the smaller one acts as the
propeller
- Forward arrow is the dominant visual mark representing progress

26. Mahindra Susten Brand Pillars

27. Sustainable
Sustainability stands not only
for environmental efficiency
but also in terms of processes
carried out, way to deal with
employees etc.
Going beyond
The organization will Go
Beyond mere customer and
employee expectations and
strive for delight
Forward thinker
Anticipate hurdles, innovate,
make proactive changes,
incremental improvements
and embrace a proactive and
critical attitude
Integrity
At no point will the
organization undertake any
actions that go against the
non-negotiable values of
Mahindra Group
Our Lineage
1
The focus of our
Outcome
3
Shaping our
choices
4
The Immersion, Brand Core and Nomenclature workshops were carried out with over 50 stakeholders
– ( Management, Executives, Customers, Lenders and Vendors) resulting in the Brand Pillars
Brand pillars and principles
Our core
2

28. Mahindra Susten – A new Identity

29. Communication Templates

30. Stationery and Business Collateral

31. Stationery and Business Collateral

32. Where do we go from here ?