Tata Nano

Team Members:
● Prasad Verekar - 2016120062
● Dhanashree Vinherkar - 2017220078
● Sahil Vora - 2016120063
● Hemant Bhusare - 2016220064
● Akashkumar Gupta - 2014120018
● Abhijit Iyer - 2015120012
● Vinit Koli - 2015120021
● Akshay Marale - 2016320078
Contents
● Legacy of Tata Motors
● Overview of Tata Nano
● Ratan Tata Vision, Mission
● Sirgur Plant controversy
● Where did they fail?
● Solutions used: Was it successful or failure
● What could have been done
● Conclusion
Legacy of ● Tata motors LTD, was formerly known as TELCO, is a

Tata multinational corporation headquartered in

Mumbai,India.
Motors ● It is India’s largest passenger and commercial vehicle
manufacturing company. Part of the Tata Group.
● OICA ranked it as world’s 20th largest automobile
manufacturer, based on figures for 2006.
● Tata Motors has four manufacturing plants in
Jamshedpur, Pantnagar, Lucknow and Pune in India.
● Tata Motors was founded in the year 1945 by Jehangir
Ratanji Dadabhoy Tata,it used to manufacture
locomotives back then.
● Tata motors manufactured its first commercial vehicle in
1954 in collaboration with Daimler-Benz AG.
 Announced in 2007 as the most affordable production
Overview of
●
car in the world at a price of 1 Lac rupees.
Tata Nano ● Was the successor of the wildly successful Tata Ace
truck which was launched in 2005.
● The car was designed keeping the common man’s
needs in mind, marketed as a ‘No frills car’ and ‘The
common man’s car’, creating a huge buzz in the
automobile industry.
● Specifications :
● 37 HP , 28 Kw 3 stroke engine.
● 4 speed manual transmission (Automatic variant
launched later on).
● Company claimed fuel efficiency of 25 km/l.
● Bharat stage 4 emissions compliant, CNG and LPG
variants also announced later on.
Ratan
Tata
Vision

● Views on the Car

● The Geneva Motor Show 2012 interview
● Involvement of Indian people in Cars.
● Reaction of people after seeing Nano .
● Vision on Nano! Achieved ?
The Tata
Nano at
the
Geneva
Motor
Show 2012
Singur
W.B Govt was keen about this project and W.B was
Plant
●
amongst the first states that had approached “TATA
MOTORS” for manufacturing TATA NANO in W.B.
● Govt W.B provided Tata Motors Ltd. a 200 cr loan at 1%
interest, and it even enjoyed many incentives like it
got electricity at a subsidized rate of ₹3/KWH.
THE
Major Reasons that caused the controversy
CONTROVERSY
● Land Acquisition
● Insufficient Compensation
● Fertile Land

Protests
● Local farmers opposed the project.
● The unwilling farmers were given political
support by West Bengal's opposition leader
Mamata Banerjee,she started a “Save Farmland”
movement to oppose this project.
● Banerjee's ,"Save Farmland" movement was
supported by environmental activists like Medha
Patkar, Anuradha Talwar and Arundhati Roy.
EFFECTS OF
CONTROVERSY ● Tata Motors pulls out on 3rd Oct,2008 after a
brief meeting with the CM of W.B.
● Damages to public property and increase in
unemployment.
● Six states including Gujarat made offers as soon
as this news was spread.
● Gujarat won the bid,it had offered three strategic
locations of which one in Sanand was finalized
and construction of plant began on Nov,2008.
● The Plant was Built in a record time of 14 months.
Why Tata
Nano fail?

● Cheap price
● Looks of the car
● Negative publicity of a car
● Increasing competition of the second hand market
● Designing gone wrong
● Expectations vs reality
Solutions ●
●
Tata GenX Nano(2015-2018)
Redesign interior and exterior of car
used ●
●
Compressed-air engine
Electric vehicle
● Tata nano CNG emax(Bi-fuel)
● Tata super nano
● Crash safety
 Value Proposition Method
What
could
Performance Value Relationship Value
have been
done

Emotional Value Financial Value

 From the discussed case study we can conclude that:

Conclusion ● Singur Plant Controversy led to negative publicity of the car

and the company. The Nano car plant was later established
in Sanand,Gujarat.

● Even though the car become an instant success when it was

launched due to its cheap price, later it started facing many
negative feedback from the customer due issues such as
monotonous interiors, less legroom space and low engine
performance.

● Many accidents took place due to above issues leading to

weakening the bond between the company and the public.

● The car was not able to cater the needs of the people, due
which its demand started reducing in the market, this led to
closing the production of the Nano car in year 2018.
Thank You