Rajesh Jejurikar, executive director, auto and farm sectors, Mahindra & Mahindra Ltd photographed at the Mahindra Towers in Worli, Mumbai. Since 2014, Mahindra & Mahindra has lost its once impregnable stronghold in the SUV market, and its auto market share has dropped by half since then. Now the Thar-maker is planning to reclaim the lost ground.