Farmer humiliation: Anand Mahindra reacts to the incident

New Delhi : Industrialist Anand Mahindra on Tuesday reacted to a farmer's humiliation incident at one of his showrooms.

"The Core Purpose of @MahindraRise is to enable our communities & all stakeholders to Rise. And a key Core Value is to uphold the Dignity of the Individual. Any aberration from this philosophy will be addressed with great urgency," he tweeted, quoting a tweet by Mahindra and Mahindra CEO Veejay Nakra.

Veejay Nakra has promised an investigation and action in the matter, also counselling of the frontline staff.

The statements came after an incident came to light where a farmer was humiliated at a Mahindra showroom for not looking rich enough to buy the SUV. The farmer threw a challenge and returned with the cash in an hour, in a script straight out of the movies. The salesman later apologised.

The incident video was massively shared on social media to bring to the notice of Anand Mahindra.

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