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Tata Makes the Most of Frugal Innovation to Top Indian EV Market
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2022-06-23
Frugal innovation is the prevalent culture in India. The Indian press reported a local man revamping his car into a helicopter and renting it for weddings.
The Indian Tata Group follows suite. Turning away from pouring loads of money into EV development like the American and European carmakers do, Tata manufactures affordable Nexon EVs at the lowest cost and succeeds in becoming the king of Indian EVs.
At first Tata didn't have the latest automated production line, and production had to rely mostly on human workforce, so Tata was only able to manufacture 8 EVs a day. But when Nexon swept the local market after its rollout, the spike in demand had Tata increase workforce at adjacent plants. Up to this May, Tata's daily capacity has breached 100 vehicles.
Like turning a car into a helicopter in the most frugal ways possible, Tata did whatever it could to spend the least budget to morph its existing models into EVs and install them with cheaper battery units. That's how it succeeded in releasing an affordable EV for the Indians. It gave up on investing billions of US dollars in EV production lines— the way that American and European carmakers would do. The frugal and innovative Tata draws a clear line that differentiates itself from market counterparts. Tata is well aware that a cheaper EV is the clear path to take to make a USD 19 thousand EV that is affordable for the local middle class. Tata's success is also attributed to the Indian government providing subsidies and imposing a high tax on imported EVs.
The Indian Tata Group follows suite. Turning away from pouring loads of money into EV development like the American and European carmakers do, Tata manufactures affordable Nexon EVs at the lowest cost and succeeds in becoming the king of Indian EVs.
At first Tata didn't have the latest automated production line, and production had to rely mostly on human workforce, so Tata was only able to manufacture 8 EVs a day. But when Nexon swept the local market after its rollout, the spike in demand had Tata increase workforce at adjacent plants. Up to this May, Tata's daily capacity has breached 100 vehicles.
Like turning a car into a helicopter in the most frugal ways possible, Tata did whatever it could to spend the least budget to morph its existing models into EVs and install them with cheaper battery units. That's how it succeeded in releasing an affordable EV for the Indians. It gave up on investing billions of US dollars in EV production lines— the way that American and European carmakers would do. The frugal and innovative Tata draws a clear line that differentiates itself from market counterparts. Tata is well aware that a cheaper EV is the clear path to take to make a USD 19 thousand EV that is affordable for the local middle class. Tata's success is also attributed to the Indian government providing subsidies and imposing a high tax on imported EVs.
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