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Teaching Note| April 22 2026

Teaching Note: Mahindra Thar Roxx: gliding into the future of sports utility vehicles

Rashmi Mathur;
Rashmi Mathur
Department of HSS,
National Law University Jodhpur
, Jodhpur,
India
.
Department of General Management,
Jaipuria Institute of Management – Indore Campus
, Indore,
India
.
Department of Marketing,
ATLAS SkillTech University
, Mumbai,
India
.

Rashmi Mathur is based at the Department of HSS, National Law University Jodhpur, Jodhpur, India.

Corresponding author Rashmi Mathur rashmi.mathur@nlujodhpur.ac.in
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Gaurav Mathur;
Gaurav Mathur
Department of HSS,
National Law University Jodhpur
, Jodhpur,
India
.
Department of General Management,
Jaipuria Institute of Management – Indore Campus
, Indore,
India
.
Department of Marketing,
ATLAS SkillTech University
, Mumbai,
India
.

Gaurav Mathur is based at the Department of General Management, Jaipuria Institute of Management - Indore Campus, Indore, India.

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Rakhi Raturi
Rakhi Raturi
Department of HSS,
National Law University Jodhpur
, Jodhpur,
India
.
Department of General Management,
Jaipuria Institute of Management – Indore Campus
, Indore,
India
.
Department of Marketing,
ATLAS SkillTech University
, Mumbai,
India
.

Rakhi Raturi is based at the Department of Marketing, ATLAS SkillTech University, Mumbai, India.

Search for other works by this author on:
This Site
PubMed
Google Scholar
Author & Article Information
Corresponding author Rashmi Mathur rashmi.mathur@nlujodhpur.ac.in
Online ISSN: 1111-111X
Print ISSN: 1111-111X
© 2026 Emerald Publishing Limited
2026
Emerald Publishing Limited
Licensed re-use rights only
Teaching Notes 1–9.
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Teaching Notes: Mahindra Thar Roxx: gliding into the future of sports utility vehicles

See also

On 15 August 2024, Mahindra Automobiles launched Mahindra Thar Roxx marking a transformative step in Mahindra’s SUV strategy by extending the Thar brand into a more family-oriented and comfort-driven segment while retaining its rugged off-road legacy. The company used a fully digital unveiling with actor John Abraham hosting the premiere on YouTube. Simultaneously, selected automobile influencers released early review videos comparing Roxx with competing SUVs. These influencer-driven reviews, combining technical evaluation and storytelling, generated significant buzz – nearly a billion YouTube views in a week showcasing how influencer marketing was becoming pivotal in shaping consumer opinion in India’s growing SUV...

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Suggested Reading

Mahindra Thar Roxx: gliding into the future of sports utility vehicles
The CASE Journal (April,2026)
M&M: accelerating and re-energising its SUV business in India
Emerald Emerging Markets Case Studies (June,2024)
M&M: accelerating and re-energising its SUV business in India
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Tourism Review (January,2002)
From acorn to oak – Indian style: Mahindra & Mahindra’s growth curve
Strategic Direction (April,2014)

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