About Mahindra First Choice Wheels Limited
Data last updated: 31 December 2025
Mahindra First Choice Wheels Limited is a public limited company based in Mumbai, Maharashtra, India, a subsidiary of Mahindra Holdings Limited. It specialises in automobile dealership and trading, a part of the broader automotive sector. Incorporated on 22 December 1994, the company has been in operation for over 32 years.
Registered with ROC Mumbai under CIN L64200MH1994PLC083996.
Capital: an authorised share capital of ₹170.5 Cr and a paid-up capital of ₹94.04 Cr. Formerly known as Firstchoice Wheels Limited and Automartindia Limited. It is led by directors including Amit Kumar Sinha and Christopher Robert Hansen.
Last AGM: 17 July 2025. Financial statements filed for year ended 31 March 2025. Office: Gateway Bldgapollo Bunder, Mumbai, Maharashtra, India – 400001.
As per the financials filed for FY 2025, the company reported a revenue of ₹313.19 Cr, a decline of 59% compared to the previous year.
The company has a workforce of approximately 1,069 employees as per the latest available data. It operates as a subsidiary of Mahindra Holdings Limited.
The company is associated with 5 brands - Ediig, The Coaching Conclave, Autoinspekt, Mahindra First Choice, Carandbike. As per MCA filings, the company has satisfied charges of ₹8.5 Cr on record.
The current compliance status is marked as compliant by the Registrar of Companies. For more details, the company can be reached via its website mahindrafirstchoice.com.
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Registered AddressGateway Bldgapollo Bunder, Mumbai, Maharashtra, India – 400001
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IndustryAutomotive, Auto Dealership & Trading
- Historical Financials and ratios
- Shareholding pattern and group structure
- Charges with holder and property details
- Litigation, compliance and MCA filings
- PDF report delivered after checkout
Name History of Mahindra First Choice Wheels Limited
Mahindra First Choice Wheels Limited has undergone 3 name changes throughout its history. The company was previously known as Firstchoice Wheels Limited, Automartindia Limited, and Mahindra Telecommunications Ltd. The current legal name is Mahindra First Choice Wheels Limited, reflecting the company's evolution and rebranding over time.
| Company Name | Status |
|---|---|
| Mahindra First Choice Wheels Limited | Current |
| Firstchoice Wheels Limited | Previous |
| Automartindia Limited | Previous |
| Mahindra Telecommunications Ltd | Previous |
CIN History of Mahindra First Choice Wheels Limited
Mahindra First Choice Wheels Limited has one previous CIN (Corporate Identification Number): L64200MH1994PLC083996. The current CIN is U64200MH1994PLC083996, which is the unique identifier assigned by the Registrar of Companies.
| CIN | Status |
|---|---|
| U64200MH1994PLC083996 | Current |
| L64200MH1994PLC083996 | Previous |
Associated Brands with Mahindra First Choice Wheels Limited
Mahindra First Choice Wheels Limited operates multiple associated brands including eDiig, The Coaching Conclave, and AutoInspekt. These brands represent Mahindra First Choice Wheels Limited's diversified market presence and brand portfolio.
| Brand | Description | Website |
|---|---|---|
| Operates a digital hub for automobile bidding and sales. | ediig.com | |
| Provides comprehensive coaching and business consulting services. | thecoachingconclave.com | |
| An online platform for booking reliable automobile inspection services. | autoinspekt.com | |
| Multi-brand used cars are traded via an online marketplace platform. | mahindrafirstchoice.com | |
| Online auto portal for buying/selling and new car research | carandbike.com |
Competitors & Alternatives of Mahindra First Choice Wheels Limited
Brands and companies operating in the same space as Mahindra First Choice Wheels Limited include Spinny, CarWale, CarDekho and 7 more.
| Competitor | Description | Location | Founded |
|---|---|---|---|
Spinny
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Retailer of inspected, certified pre-owned vehicles with service and finance options | Gurugram, India, India | 2015 |
CarWale
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Second-hand cars are listed online to connect buyers and sellers. | Mumbai, India, India | 2003 |
CarDekho
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Retailer of new automobiles, used vehicles, and related automotive news | Jaipur, India, India | 2008 |
Booz Allen Hamilton
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Analytics, cybersecurity, and digital transformation services are provided. | Mclean, United States, United States | 1914 |
Cyient
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Provider of digital engineering and technology services | Hyderabad, India, India | 1991 |
Droom
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Used vehicles are bought and sold through an AI platform. | Gurugram, India, India | 2014 |
ZS
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Strategic and management consulting services are provided worldwide. | Evanston, United States, United States | 1983 |
Teneo
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Business consulting, financial advisory, and crisis management services are provided. | New York, United States, United States | 2011 |
Prophet
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Brand and marketing consulting solutions provider | San Francisco, United States, United States | 1992 |
Huron Consulting Group
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Advisory, consulting, technology, and analytics solutions are provided across industries. | Amman, Jordan, Jordan | 2002 |
Business Activity of Mahindra First Choice Wheels Limited
Mahindra First Choice Wheels Limited is engaged in multiple principal business activities such as trade, transport and storage, and professional, scientific and technical, with detailed activities including retail trading, warehousing and storage, other professional, scientific and technical activities. The company has 3 registered principal business activity segments, demonstrating its operational diversity and market reach.
| Main Activity Group Code | Description of Main Activity | Business Activity Code | Description of Business Activity | Turnover Percentage |
|---|---|---|---|---|
| G | Trade | G2 | Retail Trading | ********* |
| H | Transport and storage | H6 | Warehousing and storage | ********* |
| M | Professional, Scientific and Technical | M9 | Other professional, scientific and technical activities | ********* |
| N | Support service to Organizations | N7 | Other support services to organizations | ********* |
Board of Directors of Mahindra First Choice Wheels Limited
Mahindra First Choice Wheels Limited is currently managed by 11 directors, with 35 former directors having served the organization. The current Directors play a crucial role in shaping the company's strategic direction and governance.
| Name | Designation | Appointment Date | Tenure | Status |
|---|---|---|---|---|
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Amit Kumar Sinha
Also directs:
Mahindra Susten Private Limited, Mahindra Lifespace Developers Limited, Mahindra Blossom Developers Limited and 5 more
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Director | 02 Apr 2021 | 5 Years 3 Months | Current |
| Christopher Robert Hansen | Director | 20 Apr 2021 | 5 Years 2 Months | Current |
| Rob Huting | Director | 30 Jan 2018 | 8 Years 5 Months | Current |
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Mohammed Turra
Also directs:
Mahindra Emarket Limited
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Ceo | 01 Oct 2024 | 1 Years 9 Months | Current |
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Sonu Halan Bhasin
Also directs:
Fab-Families And Business Llp, Triveni Turbine Limited, Berger Paints India Limited and 4 more
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Director | 01 Apr 2023 | 3 Years 3 Months | Current |
|
Anupam Thareja
Also directs:
Phi Capital Solutions Llp, Phi Capital Management Llp, Phi Capital Services Llp and 5 more
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Director | 16 Jun 2008 | 18 Years 0 Months | Current |
Financials of Mahindra First Choice Wheels Limited FY 2025 filings available
Mahindra First Choice Wheels Limited reported revenue of ₹313.19 Cr (down 59% YoY) for FY 2025. Profit growth despite declining revenue indicates effective cost management and margin discipline.
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Consolidated Statements
Income Statement, Balance Sheet, Cash Flow & Ratios available in the full report.
Charges & Borrowings of Mahindra First Choice Wheels Limited
| Date | Lender | Amount | Status |
|---|---|---|---|
| 16 Jun 2003 | Axis Bank Limited | ₹5.5 Cr | Satisfied |
| 11 Jan 2002 | The Zoroastrian Co-Operative Bank Limited | ₹3 Cr | Satisfied |
Total charge records: 2 View all charges
Employees and EPFO Compliance at Mahindra First Choice Wheels Limited
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Employee Count & EPFO Data of Mahindra First Choice Wheels Limited
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GST Compliance of Mahindra First Choice Wheels Limited
GSTIN & GST Filing Data of Mahindra First Choice Wheels Limited
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Credit Ratings, Litigation & Regulatory Alerts for Mahindra First Choice Wheels Limited
Credit Ratings, Legal Cases & Regulatory Alerts of Mahindra First Choice Wheels Limited
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MSME Payment Delays by Mahindra First Choice Wheels Limited
MSME Payment Delays by Mahindra First Choice Wheels Limited
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Subsidiaries & Group Companies of Mahindra First Choice Wheels Limited
Subsidiaries & Group Companies of Mahindra First Choice Wheels Limited
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MCA Filings & Documents of Mahindra First Choice Wheels Limited
MCA Filings & Documents of Mahindra First Choice Wheels Limited
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Recent Activity on Mahindra First Choice Wheels Limited
Recent News on Mahindra First Choice Wheels Limited
Frequently Asked Questions about Mahindra First Choice Wheels Limited
Mahindra First Choice Wheels Limited is an active public limited company in the automotive sector based in Mumbai, Maharashtra, India. It was incorporated on 22 December 1994 (32+ years old) and is registered under CIN U64200MH1994PLC083996. The company has 1,069 employees.
Mahindra First Choice Wheels Limited reported revenue of ₹313.19 Cr for FY 2025 (down 59.00% YoY).
The current directors of Mahindra First Choice Wheels Limited are:
The primary industry of Mahindra First Choice Wheels Limited is automotive. The company specifically operates in auto dealership and trading. The company is currently active in this sector.
Mahindra First Choice Wheels Limited can be reached at the registered office: Gateway Bldgapollo Bunder, Mumbai, Maharashtra, India – 400001, or through the website mahindrafirstchoice.com.
The authorised capital is ₹170.5 Cr, and the paid-up capital is ₹94.04 Cr.