Mahindra & Mahindra Ltd.

Mahindra & Mahindra, country’s largest utility vehicle maker has introduced a toy store Beanstalk, opened at Brookefields in Bangalore's IT suburb Whitefield. The store will target children up to their late teens. With this initiative M&M driven into a new market that pits it directly against the Mukesh Ambani-led Reliance Retail.

Mahindra Retail has entered into the highly unorganized and fragmented 1,500 crore domestic toy market which is growing at 15%-20%, according to industry estimates, with its first toy store. This is the company's second venture in the retail sector, after it launched the mother and baby care brand Mom & Me more than two years ago.

The company has been distributing toy brands such as Lego, Disney and Mattel, among other products, through group subsidiary Mahindra Intertrade unit. M & M has focused on specialty formats to benefit from non-crowded retail segments.