Here’s how India’s first indigenously produced car packed its punch…

IIPM Best MBA INSTITUTE
When launching a new product, most marketers plan, aspire and dream of making a big splash in the consumer’s mind space. But as they say, reaching for the stars and touching them are two entirely different things. Only a few manage to make a dent and how. Take Tata Indica... the auto brand single handedly catapulted India into he crème de la crème of nations that produce automobiles indigenously. Launched in December 1998, Tata Indica created history when, within seven days of its launch, an astonishing 115,000 orders were booked by the company.

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

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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)