The winner of the auction will get a choice of five variants and six colour options on their personalised all-new Thar
The winner of the auction will get a choice of five variants and six colour options on their personalised all-new Thar|Mahindra Thar
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Mahindra to auction first all-new Thar for charitable cause

Registrations for the auction are already open, with the auction set to go live on September 24 and close on September 27, 2020

Sudipto Chaudhury

We already know of how Mahindra had, earlier this year, offered a helping hand to fight the Covid-19 pandemic via its various initiatives. And now, the brand has announced the first all-new Thar will be go on auction in just a few days, to raise funds for charitable organisations supporting Covid-19 relief work. Registrations for the online auction are already open, and those interested can click here to enter. The bidding will be held between September 24 and 27, 2020.

The winning bidder will not only have five variants and six colour options of the all-new Thar to choose from, but will also be contributing towards a noble cause related to Covid-19 relief work. This one-of-a-kind Thar will come emblazoned with the Thar#1 badge, distinguishing the owner as the very first one. Besides, the Thar #1 will include customised badging with the owner’s initials, along with the serial number ‘1’ on a decorative plate on the dashboard, and leatherette seats.

The online auction is being conducted by Mahindra First Choice Wheels and hosted on the carandbike.com auction engine. Registrations, conducted online, will be open to everyone and the prospective bidders will be required to put down a refundable caution deposit. The entire bidding will be conducted by Ernst & Young.

Further, Mahindra will match the amount raised at the auction and the entire proceeds will be donated to a charitable organization supporting Covid-19 relief. The winning bidder can also decide on his choice of the charitable organization from three options. These include the Naandi Foundation, which works to create sustainable livelihoods in the food and agriculture sectors in a post Covid-19 world through upskilling, the Swades Foundation, which builds rural life and livelihoods as part of its Covid-19 relief and recovery programme, and the PM Cares Fund.

Announcing the commencement of online registration for the auction of the all-new Thar#1, Rajesh Jejurikar, Executive Director, Auto and Farm Sectors, M&M Ltd said, “As we approach the start of booking for the all-new Thar on October 2, we expect a lot of interest and excitement to get the first one booked. The all-new Thar#1, a coveted piece, will hence be auctioned to the highest bidder with the proceeds going to a Covid-19 related charitable cause. Mahindra will donate an amount equal to the proceeds from the auction to the same charity. There’s no doubt that the best way to own the first Thar is to donate to a Covid charity by bidding online.”

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