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Tata Nano: Market Failure and Positioning Lessons from the "People's Car"
Executive Summary The Tata Nano, launched in 2009 as the world's cheapest car at ₹1 lakh (approximately $2,000), represents one of India's most significant marketing and brand positioning failures. Despite technological innovation and clear affordability intentions, the product's positioning as the "cheapest car" created adverse perceptions among target consumers, leading to poor sales performance and eventual discontinuation. This case examines the strategic decisions, execu
Dec 9, 20258 min read
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