where or how to change the JVM arguments for soapui when running from command line using maven

Please help me by letting me know the where or how to change the JVM arguments for soapui when running from command line using maven. I am  aware of the chnages we can do to soapui.bat or testrunner.bat files situated in bin directory of soapui installation directory.

But changing there is not holding good for the cmd line run using maven.

Your kind help will be deeply appreciated.

Thanks and Regards

Rahul Singh