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Case Title:

Indica’s Foreign Foray

Publication Year : 2004

Authors: Dakshi Mohanty, T Phani Madhav

Industry: Automobiles

Region:India

Case Code: GGL0002

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
In the 1990s, when India Inc. was struggling with the implications of liberalisation policy, nobody expected India's products to go global. Traditionally, the Indian industry was considered a follower of the West owing to its low quality products and a nascent manufacturing industry. This was particularly true for the automobile industry, which was in its initial stages of growth. But when Tata Motors signed an agreement with MG Rover Group of UK in 2002 to export Indica, India's first indigenous car, it attracted attention of many automakers who realised the potential that India held. Tata Motors launched Indica in 1998, although the car did not succeed initially, the sales picked up with the re-launch of Indica.

Pedagogical Objectives:

  • To discuss the reasons behind the success of Tata Motors' Indica in the passenger car segment
  • To discuss Indica's remarkable debut in the European market.

Keywords : Tata Motors; Indica; Indica V2; MG Rover; CityRover; Idea; Institut Francais Du Petrol of France; Engineering Research Centre; China Brilliance Industrial Holdings; Phoenix consortium; European Union; Block exemption; Small car segment; Market Entry Strategies Case Study; British car industry; Supermini cars

Contents : 
Introduction
The Launch Of Indica
The Reinvention Of Indica
Indica – Rover Deal
Tata Motors’ Car Sales
Rover-Indica’s Rivals In The Uk

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