India's Richest People 2026 edition · 1 director · Source: Hurun India
- #498 Sanjay Labroo ₹7,000 Cr
Revenue · FY 2025
₹313.19 Cr
▼ 58% YoY
Net loss · FY 2025
₹18.8 Cr
Net margin -6%
EBITDA · FY 2025
-₹9.19 Cr
EBITDA margin -2.9%
Authorised capital
₹170.5 Cr
Registered with MCA
Paid-up capital
₹94.04 Cr
Issued & subscribed
Satisfied charges
₹8.5 Cr
No open charges
Company age
32 yrs
Est. 1994
Employees · EPFO
1,069
Provident fund records
About Mahindra First Choice Wheels Limited
Data last updated:
Mahindra First Choice Wheels Limited is a public limited company based in Mumbai, Maharashtra, India, a subsidiary of Mahindra Holdings Limited. It operates in the automobile dealership and trading segment of the automotive sector. It was incorporated on 22 December 1994 and has been in existence for over 32 years.
Its director Sanjay Labroo is #498 among India's richest people (2026).
The company is registered with the Registrar of Companies (ROC), Mumbai, under CIN U64200MH1994PLC083996. Its GSTIN is 27AACCM0794N1Z0 (Maharashtra). The company holds 31 GST registrations, of which 27 are active.
The company has an authorised share capital of ₹170.5 Cr and a paid-up capital of ₹94.04 Cr. It was formerly known as Firstchoice Wheels Limited and Automartindia Limited. It is led by directors including Amit Kumar Sinha and Christopher Robert Hansen.
Its last annual general meeting (AGM) was held on 17 July 2025, and its latest financial statements are for the year ended 31 March 2025. The registered office is at 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 58% compared to the previous year. For the same year it recorded a net loss of ₹18.8 Cr (net margin -6%) and EBITDA of -₹9.19 Cr (EBITDA margin -2.9%). Revenue has declined at a compounded annual rate (CAGR) of 28% over three years and 4% over five years.
The company has about 1,069 employees on its provident fund (EPFO) records. Its group structure includes 1 subsidiary.
The company is associated with 5 brands: eDiig, The Coaching Conclave, AutoInspekt, Mahindra First Choice and Carandbike. As per MCA filings, the company has satisfied charges of ₹8.5 Cr on record. Court records list 54 cases involving the company, including 30 filed by the company and 24 filed against it; 17 cases are pending. The company has 17 deals on record (9 secondary share transfers, 7 funding rounds, 1 rights issue), with disclosed funding of ₹1,107.73 Cr; the latest was in March 2023. Its 8 peer companies in the Automobiles industry (Auto and Components Dealers, Online Service Providers), with the same principal business activity (retail trading) are compared by revenue, 4 larger and 4 smaller; the largest is Bellad Enterprises Private Limited with revenue of ₹315.34 Cr.
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.
Company details
CIN U64200MH1994PLC083996
Registration Number 083996
Incorporation Date 22 December 1994
ROC Mumbai
Listing Status Unlisted
Company Status Active
Date of Last AGM 17 July 2025
Date of Balance Sheet 31 March 2025
Parent Company Mahindra Holdings Limited
Compliance Status Active Compliant
Name history
Mahindra First Choice Wheels 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.
| Company Name | Status |
|---|---|
| Mahindra First Choice Wheels Limited | Current |
| Firstchoice Wheels Limited | Previous |
| Automartindia Limited | Previous |
| Mahindra Telecommunications Ltd | Previous |
CIN history
Mahindra First Choice Wheels 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 |
Recognitions & Rankings of Mahindra First Choice Wheels
Contact details
Mahindra First Choice Wheels Limited's registered office is in Mumbai, Maharashtra. Its website is mahindrafirstchoice.com. Its e-mail address and telephone number are in the company report.
- Email
- Telephone
- Website
- Social Media
- Registered AddressGateway Bldgapollo Bunder, Mumbai, Maharashtra, India – 400001
- IndustryAutomotive, Auto Dealership & Trading
To see the full contact details of Mahindra First Choice Wheels Limited, buy the company report.
Comprehensive company report
Mahindra First Choice Wheels Limited - one report that includes everything
- Company details, directors and signatories
- Historical financials and ratios
- Shareholding pattern and group structure
- Charges with holder and property details
- Legal cases, compliance and MCA filings
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Brands
Mahindra First Choice Wheels operates multiple associated brands including eDiig, The Coaching Conclave, and AutoInspekt. Each brand links to its own profile.
| 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 |
Business activity
The main business activities of Mahindra First Choice Wheels are trade, transport and storage and professional, scientific and technical. In detail, this covers retail trading, warehousing and storage and other professional, scientific and technical activities. 3 activity segments are registered with the MCA.
| Main activity group code | Main activity | Business activity code | Business activity | Share of turnover |
|---|---|---|---|---|
| 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 |
To see the full business activity and turnover split of Mahindra First Choice Wheels Limited, buy the company report.
Financials of Mahindra First Choice Wheels Limited
FY 2025 filings availableMahindra First Choice Wheels Limited reported revenue of ₹313.19 Cr (down 58% YoY) for FY 2025.
Revenue · FY 2025
₹313.19 Cr ▼ 58%
Net loss · FY 2025
₹18.8 Cr margin -6%
EBITDA · FY 2025
-₹9.19 Cr margin -2.9%
Compounded Annual Growth Rate (CAGR)
Revenue CAGR growth
1 year
▼ 58%
3 years · compounded
▼ 28%
5 years · compounded
▼ 4%
Revenue has declined at a compounded annual rate (CAGR) of 4% over five years, including a 58% fall in the latest year. Three- and five-year figures are compounded annual growth rates (CAGR): the steady yearly rate that links the first and the last year. All are worked out from the filed statements.
Financial Statement Summary
| Metrics | FY 2024-25 | FY 2023-24 | FY 2022-23 | FY 2021-22 | FY 2020-21 |
|---|---|---|---|---|---|
| Profit and Loss Statement | |||||
| Revenue from Operations | |||||
| Other Income | |||||
| Total Revenue | ₹313.19 Cr | ||||
| Cost of Materials Consumed | |||||
| Employee Benefit Expense | |||||
| Finance Costs | |||||
| Depreciation and Amortisation | |||||
| Other Expenses | |||||
| Total Expenses | |||||
| EBITDA | -₹9.19 Cr | ||||
| Profit Before Tax | |||||
| Tax Expense | |||||
| Net Profit (PAT) | -₹18.8 Cr | ||||
| Balance Sheet | |||||
| Share Capital | |||||
| Reserves and Surplus | |||||
| Net Worth (Total Equity) | |||||
| Long-term Borrowings | |||||
| Short-term Borrowings | |||||
| Trade Payables | |||||
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| Fixed Assets | |||||
| Investments | |||||
| Inventories | |||||
| Trade Receivables | |||||
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| Total Assets | |||||
Financial Ratios
| Metrics | FY 2024-25 | FY 2023-24 | FY 2022-23 | FY 2021-22 | FY 2020-21 |
|---|---|---|---|---|---|
| Profitability | |||||
| EBITDA Margin | -2.9% | ||||
| Net Profit Margin | -6% | ||||
| Return on Equity (ROE) | |||||
| Return on Capital Employed (ROCE) | |||||
| Return on Assets (ROA) | |||||
| Liquidity and Debt | |||||
| Current Ratio | |||||
| Quick Ratio | |||||
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| Efficiency and Growth | |||||
| Asset Turnover | |||||
| Receivable Days | |||||
| Payable Days | |||||
| Inventory Days | |||||
| Revenue Growth | |||||
| Net Profit Growth | |||||
To see the full financial statements and ratios of Mahindra First Choice Wheels Limited, buy the company report.
Board of directors and KMP of Mahindra First Choice Wheels Limited
Mahindra First Choice Wheels Limited currently reports 8 directors and 1 key managerial person. 35 former directors have served the organization.
Current Directors and KMP
| Name | Designation | Appointment Date | Tenure | Status |
|---|---|---|---|---|
| Amit Kumar Sinha Also directs: Mahindra Susten Private Limited, Mahindra Lifespace Developers Limited, Mahindra Blossom Developers Limited and 5 more | Director | 02 Apr 2021 | 5 Years 6 Months | Current |
| Christopher Robert Hansen | Director | 20 Apr 2021 | 5 Years 6 Months | Current |
| Rob Huting | Director | 30 Jan 2018 | 8 Years 8 Months | Current |
| Mohammed Turra Also directs: Mahindra Emarket Limited | Ceo | 01 Oct 2024 | 2 Years 0 Months | Current |
| Sonu Halan Bhasin Also directs: Fab-Families and Business LLP, Triveni Turbine Limited, Berger Paints India Limited and 4 more | Director | 01 Apr 2023 | 3 Years 6 Months | Current |
| Anupam Thareja Also directs: Phi Capital Solutions LLP, Phi Capital Management LLP, Phi Capital Services LLP and 5 more | Director | 16 Jun 2008 | 18 Years 4 Months | Current |
Showing 6 of 9 current directors and KMP. View all directors and KMP
Peer comparison
Mahindra First Choice Wheels Limited is compared with the 8 companies closest to it by revenue in the Automobiles industry (Auto and Components Dealers, Online Service Providers), with the same principal business activity (retail trading), from the latest filed financials of each company.
| Company | Revenue | Net profit | Margin | Growth (1 yr) | Employees | Location |
|---|---|---|---|---|---|---|
| Bellad Enterprises Private Limited | ₹315.34 Cr (FY 2025) | 60.0% | Hubli, Karnataka, India | |||
| Aspa Bandsons Auto Private Limited | ₹314.82 Cr (FY 2025) | 10.0% | Amravati, Maharashtra, India | |||
| Mody India Cars Private Limited | ₹314.75 Cr (FY 2025) | 1.0% | Hyderabad, Telangana, India | |||
| Concept Cars Limited | ₹313.3 Cr (FY 2024) | 33.0% | Hardoi, Uttar Pradesh, India | |||
| Mahindra First Choice Wheels Limitedthis company | ₹313.19 Cr (FY 2025) | -₹18.8 Cr | -6% | -58.0% | 1,069 | Mumbai, Maharashtra, India |
| Sardar Motors (Autowheel) Private Limited | ₹312.86 Cr (FY 2024) | 15.0% | Kolkata, West Bengal, India | |||
| Rajesh Motors (Cars) Private Limited | ₹312.04 Cr (FY 2025) | 29.0% | Jaipur, Rajasthan, India | |||
| Patliputra Equipments Private Limited | ₹311.44 Cr (FY 2025) | 5.0% | Patna, Bihar, India | |||
| Dewar's Garage Limited | ₹311.26 Cr (FY 2025) | 0.0% | Kolkata, West Bengal, India |
To see the full peer comparison of Mahindra First Choice Wheels Limited, buy the company report.
Auditor
Mahindra First Choice Wheels Limited is audited by B S R & Co. LLP for the financial year 2025.
| Auditor firm | Financial year | Firm registration number |
|---|---|---|
| B S R & Co. LLP | FY 2025 | 101248W/W-100022 |
Shareholding
The shareholding of Mahindra First Choice Wheels Limited is on record for 5 financial years, the latest being FY 2024, split between promoters, domestic institutions, foreign institutions, public shareholders and others.
| Shareholder category | FY 2024 | FY 2023 | FY 2022 | FY 2021 | FY 2020 |
|---|---|---|---|---|---|
| Promoters | |||||
| Domestic institutional investors (DII) | |||||
| Foreign institutional investors (FII) | |||||
| Public | |||||
| Others |
To see the full shareholding pattern of Mahindra First Choice Wheels Limited, buy the company report.
Charges & borrowings
Open charges
None
Satisfied charges
₹8.5 Cr
Breakdown by lending institutions
Latest charge details
| Date | Charge ID | Lender | Amount | Status | Modified or satisfied on |
|---|---|---|---|---|---|
| 16 Jun 2003 | 90158185 | Axis Bank Limited | ₹5.5 Cr | Satisfied | |
| 11 Jan 2002 | 90157856 | The Zoroastrian Co-Operative Bank Limited | ₹3 Cr | Satisfied |
To see the full charge records of Mahindra First Choice Wheels Limited, buy the company report.
Total charge records: 2 View all charges
Deals & funding
Mahindra First Choice Wheels Limited has 17 deals on record (9 secondary share transfers, 7 funding rounds, 1 rights issue), with disclosed funding of ₹1,107.73 Cr; the latest was in March 2023.
Total deals
17
Secondary share transfers
9
Funding rounds
7
Rights issue
1
Disclosed funding
₹1,107.73 Cr
Deals on record (5 of 17)
| When | Deal | Amount | Parties |
|---|---|---|---|
| Mar 2023 | Secondary share transfer | Undisclosed | Buyer: Essel Marketing Private Limited Seller: an individual |
| Sep 2022 | Secondary share transfer | Undisclosed | Buyer: Essel Marketing Private Limited , an individual Seller: an individual |
| Aug 2022 | Rights issue | ₹230 Cr | Investors: Mahindra Holdings Limited , 2 individuals |
| Oct 2021 | Funding round | ₹72.88 Cr | Investors: Mahindra Holdings Limited , Manheim Export Sarl |
| Oct 2020 | Funding round | ₹13.79 Cr | Investors: Autobyte Private Limited , 2 individuals |
To see the full deal history of Mahindra First Choice Wheels Limited, buy the company report.
Deal records are compiled from filings and public sources; amounts are shown only where the source reported them.
Legal cases
Mahindra First Choice Wheels Limited has 54 court cases on record: 30 filed by Mahindra First Choice Wheels, 24 filed against it. 17 cases are pending and 37 are disposed.
Total cases
54
Filed by the company
30
Filed against the company
24
Pending
17
Disposed
37
Cases by court
| Court | Cases | Against the company | Pending |
|---|---|---|---|
| District courts | 29 | 18 | 14 |
| High courts | 23 | 5 | 3 |
| Supreme Court | 1 | 1 | 0 |
| NCLT | 1 | 0 | 0 |
Cases on record (5 of 54)
| Court | Type of case | Party | Status |
|---|---|---|---|
| District court, Mumbai CMM Courts, Maharashtra | Court case (Summary Cases) | Filed by the company against Motomatrix Motors Pvt Ltd and 2 Ors | Pending |
| District court, Mumbai CMM Courts, Maharashtra | Court case (Summary Cases) | Filed by the company against A2z Wheels 360 LLP and 2 Ors. and 2 others | Pending |
| High Court of Karnataka | Appeal | Filed against the company by Apna Car Com Private Limited | Pending |
| District court, Pune, Maharashtra | Civil suit | Filed against the company by Tci Telenet Solutions P Ltd | Pending |
| High Court, MAHARASHTRA | Arbitration matter | Filed by the company against Carcity India LLP and 2 others | Disposed |
To see the full case history of Mahindra First Choice Wheels Limited, buy the company report.
Case records are compiled from court listings and may lag the court's own records. A case filed against a company is not a finding against it.
MSME payment delays
No delayed payments to MSME suppliers are on our record for Mahindra First Choice Wheels Limited; the supplier-wise MSME Form 1 check is in the company report Buy the company report.
Group structure & subsidiaries
Mahindra First Choice Wheels has 1 subsidiary company. This group structure data is as of FY 2024. The table lists each entity with its relationship and holding.
1
Subsidiary companies
Key subsidiaries
| Company Name | CIN | Shares held |
|---|---|---|
| Fifth Gear Ventures Limited | U74999MH2015PLC357932 |
To see the full group structure of Mahindra First Choice Wheels Limited, buy the company report.
Employees & EPFO
Mahindra First Choice Wheels Limited has a workforce of 1,069 employees on its EPFO records as of Oct 09, 2025, across 1 active EPFO establishment.
Employee count
1,069
Active EPFO establishments
1
Employee growth
-13.72%
GST
Mahindra First Choice Wheels has 31 GST registrations: 27 active and 4 cancelled or inactive. The first 4 active GSTINs are listed below.
Total GSTINs
31
Active
27
Cancelled / inactive
4
| GSTIN | State | Status | Registered on |
|---|---|---|---|
| 27AACCM0794N1Z0 | Maharashtra | Active | 01 Jul 2017 |
| 27AACCM0794N2ZZ | Maharashtra | Active | 06 May 2025 |
| 07AACCM0794N1Z2 | Delhi | Active | 01 Jul 2017 |
| 33AACCM0794N1Z7 | Tamil Nadu | Active | 01 Jul 2017 |
To see the full GST registrations and return filing status of Mahindra First Choice Wheels Limited, buy the company report.
Recent activity
Mahindra First Choice Wheels Limited has 41 board changes on record since 2000: 12 appointments and 29 cessations. The latest: Jyotin Kantilal Mehta was appointed as Director on 18 Sep 2025.
Appointed
Jyotin Kantilal Mehta was appointed as Director.
AGM
Mahindra First Choice Wheels Limited last Annual general meeting of members was held on 17 Jul 2025 as per latest MCA records.
Appointed
Shreekrushna Vijay Joshi was appointed as Company Secretary.
Ceased
Anita Anant Halbe ceased to be Company Secretary.
Filing
Mahindra First Choice Wheels Limited has filed its annual Financial statements for the year ended 31 Mar 2025 with Roc Mumbai.
Appointed
Mohammed Turra was appointed as CEO.
Ceased
Ramesh Ganesh Iyer ceased to be Director.
Ceased
Mohammed Turra ceased to be Whole-Time Director.
Ceased
Sonu Halan Bhasin ceased to be Additional Director.
Appointed
Sonu Halan Bhasin was appointed as Director.
Ceased
Amit Kumar Sinha ceased to be Additional Director.
Ceased
Thota Vijesh Babu ceased to be Additional Director.
38 earlier events are in the company report.
News
Frequently asked questions
Mahindra First Choice Wheels is an active public limited company based in Mumbai, Maharashtra, India. The company works in auto dealership and trading, within the automotive industry. It was incorporated on 22 December 1994 (32+ years old) and is registered under CIN U64200MH1994PLC083996.
Mahindra First Choice Wheels has 9 current directors and KMP:
- Amit Kumar Sinha - Director
- Christopher Robert Hansen - Director
- Rob Huting - Director
- Sonu Halan Bhasin - Director
- Anupam Thareja - Director
- Sanjay Mohan Labroo - Director
- Ramesh Ganesh Iyer - Director
- Jyotin Kantilal Mehta - Director
- Mohammed Turra - Ceo
The latest financial statements of Mahindra First Choice Wheels on record with the MCA are for the year ended 31 March 2025. Its last annual general meeting was held on 17 July 2025. Year-wise statements from 2015 are in the company report.
The GSTIN of Mahindra First Choice Wheels is 27AACCM0794N1Z0, registered in Maharashtra. The company has 31 GST registrations in all, of which 27 are active and 4 are cancelled or inactive. Other active GSTINs include 27AACCM0794N2ZZ (Maharashtra), 07AACCM0794N1Z2 (Delhi), 33AACCM0794N1Z7 (Tamil Nadu).
The CIN (Corporate Identification Number) of Mahindra First Choice Wheels is U64200MH1994PLC083996. It is issued by the Ministry of Corporate Affairs under the Companies Act, 2013, and uniquely identifies the company in India.
Mahindra First Choice Wheels has 54 court cases on record: 30 filed by the company and 24 filed against it. 17 are pending. Most are in the district courts.
Mahindra First Choice Wheels was incorporated on 22 December 1994, making it 32+ years old. It is registered with the Registrar of Companies, Mumbai.
Mahindra First Choice Wheels has 17 deals on record (9 secondary share transfers, 7 funding rounds, 1 rights issue), with disclosed funding of ₹1,107.73 Cr; the latest was in March 2023.
The peers of Mahindra First Choice Wheels by revenue are Bellad Enterprises Private Limited, Aspa Bandsons Auto Private Limited, Mody India Cars Private Limited, Concept Cars Limited, Sardar Motors (Autowheel) Private Limited and 3 more, all in the Automobiles industry (Auto and Components Dealers, Online Service Providers), with the same principal business activity (retail trading).
Jyotin Kantilal Mehta was appointed as Director on 18 Sep 2025. Shreekrushna Vijay Joshi was appointed as Company Secretary on 15 Apr 2025. Anita Anant Halbe ceased to be Company Secretary on 02 Apr 2025. Mahindra First Choice Wheels has 41 board changes on record in total.
Mahindra First Choice Wheels can be reached through the website mahindrafirstchoice.com. Its registered office is in Mumbai, Maharashtra, India.