Tata Indica V2, The Truly Indian Car

IIPM PUBLICATION
Indica V2 went on to become the largest selling B segment car within 12 months of launch as the positioning was reinforced. The success of Indica’s message, in Parameswaran’s words, has been “a combination of various factors: A great product offering; a great entry price; a well focused marketing and advertising strategy; and above all the Tata brand.” He also makes another quick mention: “Indica’s continuing success has been due to the way the company has managed to stay engaged with its consumers by constantly communicating on the same platform.” Tata has really dug in its wheels and let competition bite the dust!

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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