Back in 2009, Tata launched an egg-shaped four seater hatchback that it was convinced would redefine mobility for the masses, Tata Nano. Initially priced at just Rs. 1 lakh, it was designed as the dream ride for the lower middle class. It was a bold and ambitious that unfortunately didn't quite take off. Auto experts say it was because of a combination of factors. But perhaps the biggest learning from the Nano fiasco was that car ownership in India isn’t just about wheels. It’s about status.
Now, almost two decades later, Tata Motors has managed to dethrone India’s largest passenger carmaker, Maruti, to officially become the public’s favourite. And it’s all because of how it has positioned itself since the Nano. Take one of its most successful models, Tata Punch, for example. Last year, this compact SUV became the country’s best selling car. It managed to beat the iconic Maruti Wagonr and Swift which previously took the top spot for several years now.
So how did Tata Motors get here? In this episode we dive into its journey from the Nano to the Punch.
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