In under sixty minutes, Mahindra Thar ROXX received 1.76 lakh reservations; delivery began on Dussehra.

M&M described the response as "unprecedented" and stated that it will gradually notify consumers about the estimated delivery schedules over the course of the following three weeks. Leading SUV manufacturer Mahindra & Mahindra received 1.76 lakh reservations for its recently released Thar ROXX in less than 60 minutes after the window opened. Delivery will start on October 12, which is Dussehra. There is discussion over this being the highest first-day booking of any car from the Mahindra Group. M&M described the response as "unprecedented" and stated that it will gradually notify consumers about the estimated delivery schedules over the course of the following three weeks. The SUV manufacturer stated that reservations for Thar ROXX are still available at all dealerships and on Mahindra's website. With almost 51,000 SUVs sold in September, M&M reported a 24% YoY increase in SUV sales. At 3,027 units, exports increased by 25% YoY in September as well. The starting price of the five-door Thar SUV, ROXX, is Rs 12.99 lakh. It comes in both petrol and diesel variants. The Thar Roxx will be equipped with either a 2.0-litre mStallion turbo petrol engine that provides 160 bhp of maximum power and 330 Nm of torque, or a 2.0-litre mHawk diesel engine that puts out 150 horsepower and 330 Nm. Either a six-speed manual or six-speed automatic transmission is attached to each engine. The Thar ROXX has been built as a mainstream SUV, taking into consideration the wants and requirements of purchasers in the market, rather than as a niche product, according to Rajesh Jejurikar, ED and CEO for the auto and farm company. Even with the three-door model, it has grown to be a significant volume player in its current configuration. Jejurikar has previously stated, "We didn't want to stop at that and we think that we can make this brand bigger." Initial pricing for the 4x4 versions of the new Thar ROXX from Mahindra & Mahindra ranges from Rs 18.79 lakh to Rs 22.49 lakh (ex-showroom).