Legendary industrialist and the Tata Group’s former chairman Ratan Tata has admitted that branding Tata Nano as India’s cheapest car in the marketing and sales was a grave mistake by the group. In his words, Ratan Tata said, “branding it as the ‘cheapest’ rather than most affordable car was the greatest flaw that distanced people from it.”
“Nano was supposed to reach out to the middleclass people, but it never has“, regretted the Tata honcho during in an interaction with the students of Great Lakes Institute of Management. The current Chairman of Emeritus and Tata Sons has also said that the Tata Group made a bunch of mistakes and failed to make Tata Nano reachable through its dealers.
The senior industrialist cum philanthropist further revealed that the Indian middle-class did not want to see themselves in the country’s cheapest car and that has been the Tata Group’s biggest defect that worked against the purpose of the car. Concluding his speech, Tata said “During that year we lost a lot of excitement over the new product. We gave our competitors an opportunity to make some stories about us.“
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