Tata Nano
SDM INSTITUTE FOR MANAGEMENT DEVELOPMENT | A case study : Tata Nano – the small wonder | | | By: | Jani Dhruman Maheshkumar (9057)Modi Roshad (9086)Jith Joyson (9019)Muddu Uthappa (9087)Joshi Devansh M. (9079)Deepak Nair (9089)Mayoor Bhandari (9024) |
How nano was built 1. Introduction
“It started by my spending a lot of time doodling at boring board meetings. Most of us are victims of the environment in which we are and we lose sight of the fact that we have a greater responsibility - a responsibility to serve the communities we live in to improve the quality of life of people we work with," Ratan Tata recalled later at a gathering of Tata executives.
In 2009, a car was launched at the Delhi Auto Expo that was born of a dream of Ratan Tata-to give the middle-class Indian a safe and affordable means of transportation. “A promise is a promise”, Ratan Tata had said at the launch of Tata Nano, probably India’s most awaited and adored car.
On March 23, the day Tata Motors launched the Nano -- its long-awaited small car priced at US$2,000 the company's web site crashed. It had received more than 40 million hits in a short span of time and was unable to cope with the traffic. Visitors had come to the site to learn more about what is probably the world's most economical car and to join the queue to buy it. A crash is not good news for any automobile company, but this one -- a barometer of the heightened interest in the Nano among Indian consumers -- evidently was. After several months of problems, including violent protests which caused Tata to leave its original manufacturing site in Singur, the Nano was finally ready to roll. For Tata Motors, which has been facing difficulties on several fronts, there was reason to celebrate. "We had no idea [the Nano] would attract so much attention," company chairman Ratan Tata told a meeting of journalists just before the formal launch. 2. History
TATA GROUP: Leadership with trust
The Tata group
How nano was built 1. Introduction
“It started by my spending a lot of time doodling at boring board meetings. Most of us are victims of the environment in which we are and we lose sight of the fact that we have a greater responsibility - a responsibility to serve the communities we live in to improve the quality of life of people we work with," Ratan Tata recalled later at a gathering of Tata executives.
In 2009, a car was launched at the Delhi Auto Expo that was born of a dream of Ratan Tata-to give the middle-class Indian a safe and affordable means of transportation. “A promise is a promise”, Ratan Tata had said at the launch of Tata Nano, probably India’s most awaited and adored car.
On March 23, the day Tata Motors launched the Nano -- its long-awaited small car priced at US$2,000 the company's web site crashed. It had received more than 40 million hits in a short span of time and was unable to cope with the traffic. Visitors had come to the site to learn more about what is probably the world's most economical car and to join the queue to buy it. A crash is not good news for any automobile company, but this one -- a barometer of the heightened interest in the Nano among Indian consumers -- evidently was. After several months of problems, including violent protests which caused Tata to leave its original manufacturing site in Singur, the Nano was finally ready to roll. For Tata Motors, which has been facing difficulties on several fronts, there was reason to celebrate. "We had no idea [the Nano] would attract so much attention," company chairman Ratan Tata told a meeting of journalists just before the formal launch. 2. History
TATA GROUP: Leadership with trust
The Tata group