automobile industry

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Project report On The Study of Automotive industry in India MASTER OF
BUSINESS ADMINISTRATION Collaboration program with BITS, Pilani
Preprint · November 2019
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2. Project report
On
The Study of Automotive industry in India
Project report submitted in partial fulfillment of the requirement for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Collaboration program with
BITS, Pilani
BY
ASHISH AGNIHOTRI (2014H149278P)
SURYA MANOJ (2014H149246P)
MOHIT JOSHI (2014H149288P)
DEEPSHIKHA RASTOGI (2014H149268P)
ABHAY MALIK (2014H149242P)
NIKHIL (2014H149241P)
Under the guidance of
Dr. PRAVEEN GOYAL
Pilani, Rajasthan
05/11/2014

3. Automobile Industry in India
Contribution to Gross Domestic Product
The automotive industry has emerged as an important contribution to the GDP of India.
The automotive industry is one of the most dynamic sectors in India. Rising incomes have
increased the demand for cars and other vehicles, which is the main growth engine for the
automotive industry in India. The introduction of different funding mechanisms and simple
repayment plans also contributed to the growth of the automotive industry. The automotive
sector in India, including the sub-components of the automotive industry and is one of the main
economic sectors, with extensive links to upstream and downstream with other key sectors of the
economy. It accounts for about 4% of India's gross domestic product (GDP) and 5% of industrial
production in India. The Indian auto industry employs about 13 million people directly or
indirectly, at present, a number expected to double by 2016.

4. India is among top 10 in Auto Industry in whole world –
 2nd
in two wheeler
 3rd
in Small Car
 5th
in Commercial Vehicle
Parameters Values
Turnover $73 billion
Share in National GDP 6%
Share in Manufacturing GDP 22%
Share in Excise Duty Collection 21%
Employment More than 13.1 million people
FDI Inflow $6.96 billion
Despite two massive speed breakers 2008-09, 2012-13, the industry has made significant
progress and suffers a lot of increase in price of the cars by 11%, although the economy has
experienced inflation of 77 percent over the last decade.
The decline in demand has reduced the growth of industry by 4.57% in the first nine
months of the current business. The Indian auto industry expects to reach the size of $145
billion, around 10% of the GDP for which “Automation Mission Plan” is announced, providing
employment to 25 million people by 2016.
Liberalization Impact
In 1991, India moved away from an inward looking industrialization strategy to a
more „open‟ economy, and industrial firms are in a need to restructure themselves to retain
competitiveness. Most of the restructuring was required in making in correcting inefficiency
created by a secured market. Industry of automobile played a crucial role in industrialization
right from the beginning of the planned development. There were changes which took place in
two stages in the form of deregulations which was introduced in 1985 and measures of
liberalization which was into effect since 1991. The pre1985 regime can be described as a period
of strict rules and regulations. In 1985, there were some changes made initially which eased the
requirements of licensing, selective expansion of capacity was allowed and rules regarding
foreign collaborations were partially relaxed for capital goods, raw materials & spares. But still

5. these measures represented a "domestic Liberalization", the policy environment continued being
geared towards investment regulations and imposing trade, withholding the growth of big
business houses and regulating exchange rates. But since 1991, there was some notable broad-
based changes in policy with higher rate of implications actually came into existence. Some of
these changes dispensed with lot of rules and regulations and also for the first time after
independence, it was assigned critical role to market force.
Right in 1991, Liberalization was introduced in economic policies and it was
oriented outward. And on the other hand, there was a drastic change in the automobile sector.
The policy changes made, had a greater environmental transformation in which the companies
were operating prior. Because of this, the industry witnessed the entry of new firms and adoption
of strategies by the already existing firms to introduce technological change and improve their
performance. The new players brought in modern engineering, efficient processes and effective
shop-floor layouts. On the whole, Indian Automotive sector grew at a much faster rate in the post
1991 era (14.31 % per year) when compared to (8.56 % per year) the period of 1985-91.During
this growth process, the industry experienced changes in the strategy adopted by many firms in
that efforts were made to build up technology acquisition, product quality was improved and in
general the industry became more competitive. Economic policy forces have an impact on the
extent and direction of technological efforts of firms. While the technological efforts during
import substitution era were generally directed at increasing the local content of products, the
export-oriented policy induced the firms to direct efforts to reduce costs and improve quality by
implementing changes that upgrade the production process. In 1983, Maruti (which is a joint
venture of the Government of India and Suzuki Motors, Japan) entered the industry and
dramatically affected the market share of all firms. Maruti enjoyed as much as 50% of the market
share during the first period of this study.
Government schemes and policies:
 The Government of India encourages foreign investment in the automobile sector and allows
100 per cent FDI under the automatic route. To boost manufacturing, the government had
lowered excise duty on small cars, motorcycles, scooters and commercial vehicles to eight per
cent from 12 per cent, on sports utility vehicles to 24 per cent from 30 per cent, on mid-
segment cars to 20% from 24% and on large-segment cars to 24% from 27%.
 The government‟s decision to resolve VAT disputes has also resulted in the top Indian auto
makers namely, Volkswagen, Bajaj Auto, Mahindra & Mahindra and Tata Motors announcing
an investment of around Rs 11,500 crore (US$ 1.87 billion) in Maharashtra.
 Besides this government over the time has come up with policies like Auto policy 2002 and
the „Automobile Mission Plan‟ for the period 2006–16.
This policy aims to promote integrated, phased, enduring and self-sustained growth of the Indian
automotive industry. The objectives are to:-
a) Exalt the sector as a lever of industrial growth and employment and to achieve a high
degree of value addition in the country.
b) Promote a globally competitive automotive industry and emerge as a global source for
auto components.

6. c) Establish an international hub for manufacturing small, affordable passenger cars and a
key center for manufacturing Tractors and Two-wheelers in the world.
d) Ensure a balanced transition to open trade at a minimal risk to the Indian economy and
local industry.
e) Conduce incessant modernization of the industry and facilitate indigenous design,
research and development.
f) Steer India's software industry into automotive technology.
g) Assist development of vehicles propelled by alternate energy sources and development of
domestic safety and environmental standards at par with international standards.
The Auto Policy has spelt out the direction of growth for the auto sector in India and addresses
most concerns of the automobile sector, including:
 Promotion of R&D in the automotive sector to ensure continuous technology up
gradation, building better designing capacities to remain competitive.
 Impetus to Alternative Fuel Vehicles through appropriate long term fiscal structure to
facilitate their acceptance.
 Emphasis on low emission fuel auto technologies and availability of appropriate auto
fuels and encouragement to construction of safer bus/truck bodies; subjecting
unorganized sector also to 16% excise duty on body building activity as in case of OEMs.
The policy has rightly recognized the need for modernizing the profile of vehicles to
arrest degradation of air quality. The terminal life policy for commercial vehicles and move
toward international taxing policies linked to age of vehicles, are steps in the right direction. The
Auto Policy allows automatic approval for foreign equity investment up to 100% in the
automotive sector and does not lay down any minimum investment criteria.
However, with the Auto Policy in place, the automotive industry would get further fillip
to become vibrant and globally competitive. The industry would get the required support from
other Ministries and departments of Government of India in achieving the goals laid down in the
auto policy.
Prepared by the Ministry of Heavy Industries and Public Enterprises, the „Automotive
Mission Plan‟ for the period 2006-16, aims to accelerate and sustain growth in the sector over the
period 2006 to 2016. Under the plan, it is aimed to make India a global automotive hub, with
special emphasis on the export of small cars, MUVs, two- and three-wheelers and auto
components. The plan also aims to double the contribution of the automotive sector to the
country‟s GDP by taking its turnover to USD 145 billion and providing additional employment
to 25 million people by 2016.
Also, As a result of constant persuasion by the Department of Heavy Industry, some of
the objectives like imposition of excise duty on body building activity of Commercial Vehicles,
lower excise duty on the small cars, extension of 150% weighted deduction on R&D expenditure
to the automotive sector, increased budgetary allocation for R&D activities in the sector and
moving towards a lower duty regime have been achieved and steps are being taken to further
strengthen the capability of the sector.
Another milestone in this field has been the launching of the National Automotive
Testing and R&D Infrastructure Project (NATRIP) . This is a USD 388.5 million initiative of the
Government of India and various state governments which aim to create core global
competencies in automotive sector and facilitate its integration with the world economy. It seeks
to develop 'state-of -the- art' testing, validation and R& D infrastructure in the country with a

7. view to support the growth and development effort of the automotive industry to reach
international.
Government and Private share:
Almost entire automobile industry is captured by private players with negligible
government share in manufacturing. The details of the existing players are covered in the
following sections of this report.
Major manufacturers:
`The major Indian companies present in the automobiles market include Tata Motors,
Maruti Suzuki India, Mahindra & Mahindra, Ashok Leyland, Hero MotoCorp and Bajaj Auto.
Tata Motors is India‟s largest automobile company; the company manufactures commercial and
passenger vehicles, and is the world‟s fourth-largest truck manufacturer and the second-largest
bus manufacturer. Maruti Suzuki is India‟s largest passenger car company, accounting for 45%
share of the Indian car market. Hero MotoCorp is the world‟s largest two-wheeler manufacturing
company in the world. Its market share in the Indian two-wheeler segment is 41%. Bajaj Auto is
the world‟s fourth-largest two-wheeler and three-wheeler manufacturer.
The size and high growth potential of the Indian car market has attracted several foreign
players, such as Mercedes Benz, BMW, Volkswagen, Toyota, Honda, Ford, Hyundai and
General Motors, among others. Several of these players have expanded operations in India. The
important ones are Hyundai, Mercedes Benz, Nissan and General Motors. Nissan has doubled
the production its small car Micra to 500 units/day and further plans to invest USD 1 billion in its
Chennai plant, which has an annual production capacity of 0.4 million units. GM has expansion
plans for its factory in Gujarat which is worth USD 250 million; it aims to launch five new car
models in India.
Employment Opportunities and future trends:
Automobile industry offers a wide range of employment opportunities. With the number
of vehicles available on the road today, the need and requirement for people who can fix these
machines is fast increasing. Careers like automobile technician, car or bike mechanics are a great
option. Becoming a diesel mechanic is also a significant alternative. Diesel mechanics are
responsible for repairing and servicing diesel engines. As they are also required to repair engines
of trucks and buses, other than cars, they are provided with hefty wages.
Those who are interested in public dealing and do not want to get into the core technical
affairs, have the opportunity of becoming a salesperson or sales manager in an automobile
company. Career opportunities in automobile design, paint specialists, job on the assembly line
and insurance of vehicles is also available. Currently the automotive industry employs 200,000
persons in vehicle manufacturing, 250,000 in component companies and 10 million at different
levels of the value chain – both through backward and forward linkages. The expected growth in
investments and output of India‟s automotive sector during the next 10 years will create further
employment opportunities in the country. Additional 25 million jobs are likely to be created by
way of both direct and indirect employment in automotive companies and in other parts of the
vehicle value chain such as servicing, repairs, sales and distribution chains.

8. The Automotive Mission Plan for the period of 2006-2016 aims to make India emerge as
a global automotive hub. The idea is to make India as the destination choice for design and
manufacture of automobiles and auto components, with outputs soaring to reach US$ 145 billion
which is basically accounting for more than 10% of the GDP. This would also provide further
employment to over 25 million people by 2016 making the automobile the sunrise sector of the
economy. According to the Confederation of Indian Industry, the automobile sector currently
employs over 80 lakh people. An extension in production in the automobile industry is
forecasted, it is likely to rise to Rs. 600000 crore by 2016.
Distribution Channel:
Unlike the advanced European and American Nations the distribution mechanism and
sales framework is quite different in India. There are considerable differences in terms of dealers,
number of dealers, car supermarkets and vertical integration. Also there is a difference in
functions of dealer, bookings, financing, manufacturer-dealer relationship, number of cars sold
per dealer, margins, and market environment. For example if we consider the passenger car
segment, India is a country where most of the car dealers strive to adjust to the situation that
offers wide range of options and choices for the consumer. In the current automobile market the
typical Indian auto dealer has traditionally confined his role to collecting payments from
customers and supplying the car to the customer after he receives it from the factory however
with the wider consumer options, auto retailing in India is set to change. With the entry of global
manufacturers in the automotive sector and the enablement of the high end technology, there has
come a revolution in the concepts of car delivery and after sales service in India. The MNCs are
coming with numerous innovative retailing ideas to win customers. Also due to the increased
disposable income, the consumers are also widening their horizons by shifting to more than just
budget cars and entertaining the untraditional approaches of exploring the market such as online
retailing of two and four wheelers. The emerging system of `customer pull translates to
empowering the customer and creating a genuine symbiosis between the customer, the dealer,
and the automaker. The competition has become very strong and with greater competition, the
Indian car manufacturers and dealers are also likely to adopt advanced country practices, like
large dealer groups, multiple outlets per dealer, company-owned dealers, higher sales per dealer,
higher margin to dealers, changing role of the dealer as a retailer, etc
The rural sector, particularly in terms of two wheelers has attracted many manufacturers
to extend the dealership there unlike a decade ago when automobile market had the urban targets
majorly.
The Automobile Mission Plan for the period 2006–2016, designed by the government is
aimed at accelerating and sustaining growth in this sector. Also, the well-established Regulatory
Framework under the Ministry of Shipping, Road Transport and Highways, plays a part in
providing a boost to this sector.
The Government of India-appointed SIAM and Automotive Components Manufacturers
Association (ACMA) are responsible in working for the development of the Indian automobile
industry.
Implementing AMP 2006-2016 would need an incremental investment in the order of
USD 35-40 billion to come into Indian auto industry over the next ten years (2006-2016). It is
anticipated that the bulk of this investment will come from expansion of capacities by existing
manufacturers operating in India and remaining from global multinational corporations (MNCs)

9. seeking to make India their manufacturing base. Competition for attracting investments in India
would come from countries such as China and Thailand.
Foreign Direct Investment in the Sector
A Foreign direct investment (FDI) is a controlling ownership in a business environment in one
country by an entity based to another country.
 Horizontal FDI- When a company duplicates its home country based activities at the
same value chain stage in a host country by FDI
 Platform FDI- Foreign direct investment from a host country into a destination country
for the purpose of exporting to a third country.
 Vertical FDI- When a company through FDI moves upstream or downstream in different
Value Chains process.
Foreign direct investment was involved in 1991 under Foreign Exchange Management Act
(FEMA). India not allows overseas corporate bodies (OCB) to invest in India. Current FDI in
aviation and insurance sectors is restricted to a maximum of 49%. UNCTAD survey projected
India as the second most valuable and important FDI destination (after China) for transnational
corporations during 2010-2012. As per the data, the sectors that attracted higher transaction were
services, telecommunication, construction activities and computer software and hardware.
Mauritius, Singapore, US and UK were among the leading sources of FDI before India.
FDI in different sectors:-
Sector:- % of FDI
Defense Sector. 26%
Insurance Sector. 49%
Telecom Sector. 100%
Tea Sector. 100%
Courier Sector. 100%
Stock Exchange. 49%
Single Brand Product Retailer. 100%
FDI in Automobile Industries:
The FDI in Indian Automobile Industry has opened up new revenue for the development
of this important and valuable sector of Indian industries. The liberalization of govt. policies
regarding FDI in the Automobile Industries of India has increase the scope and tendency of these
Industries. The first and important FDI player in the Indian Automobile Industry was Suzuki.
The automobile industry is one of India‟s major and valuable sector, by accounting for
22% of the country‟s manufacturing GDP. According to Honorable Ministry of Heavy Industry
and Public Enterprises, the total turnover of the Indian automobile industry was estimated at
USD 73 billion and export were estimated to be USD 11 billion in the year 2010-2011. The
Indian govt. tries to encourage foreign investment in the automobile sector and allows 100% FDI
under the automatic route. Apart from the different policies introduced by the govt. for the auto

10. industry, another positive and important step taken by the Govt. of India has been the tax relief
provided in the 2012 budget. According to new tax laws, excise duty on specified parts of hybrid
vehicles has been reduced to 6% from 10% which attract investor, lithium ion battery pack for
supply to electric vehicle has been reduced to 6% from 10% which is important part for
investment.
The chief and eye catching players in the Indian automobile industry are Hyundai Motor
India Limited, Hero Honda Motor Limited, Mahindra & Mahindra Limited, TVS Motor
Company Limited, Bajaj Auto Limited, Maruti Udyog Limited, and Tata Motors Limited. India
has always got a manufacturing advantage in the automobile sector. Big names of the world like
Ford Motor Company, General Motors, GE Corporation, Nissan-Renault, Diamler Chrysler, VW
Group, Honda Motors, and Toyota Motors have already set up their manufacturing units in India.
Among the top countries contributing and showing interest to FDI in Indian Automobile market
are America, Japan, Europe, and Korea have been responsible for the growth of automobile in
India. Currently India is Asia‟s second largest two wheeler automobile market after china and
has shown a unique growth rate of 14.6%.
Structural Advantages: over half or we can say most of the country‟s population is in the
working age-group and the economy has shown over most part of the last decade. These factors
including in turn, translate into beneficial spillovers for the Indian automobile sector:
 Indian banks provide easy and systematic finance schemes for the segment.
 The country has low cost and very high skilled manpower with the second largest pool of
engineering talent in all over the world.
Auto component: India has a very strong and admirable auto components industry as is evident
from the fact that this sub-sector accounts and measure for about 2% of the country‟s national
income and registered a wide growth rate of 19.2% in 2009-10.
Steel: India is the noted as fifth largest producer of steel in the world and also amongst the
lowest cost ones as well. It is slated and accounted to become the second largest steel producer
by 2015, according to a report prepared and presented by Ernst & Young on the outlook of the
Indian steel industries.
India is looking forward and showing interest to developing its auto component industry
and pharmaceutical industry which is becoming an influencing and eye catching factor in the
automobile market. FDI had already penetrated and holding the market. As such India is
considered to be the 4th
largest FDI destination in Asia and one of the top in the world. The
automobile industry is the most dynamic and important manufacturing sector of the country as
well. Auto industry in India has grown in skills and talent and lower prices. It can now cater to
global market with quality product in the world. Today approvals for FDI in Indian automobile
market have become automatic and the country can export parts and material without paying any
taxes. Hence we can conclude that there is a big opportunity for automobile FDI growth exists in
India.
Indian economy is growing rapidly and considered as third largest economy in the world
in terms of public private partnership. Indian economic policy reforms have given tremendous
and important growth in industries, and in employment opportunities, and living standard of the
people. It is evident from the present scenario that the FDI inflow has shown significant and
important growth in the post liberalization period and the inflow of FDI into automobile industry
enable to make momentous and significant growth in the production in the various automobiles

11. industries. The present study conclude that FDI inflow in automobile industries overcome our
drawbacks and problems to make the Indian automobiles industries as prestigious, profitable,
successful and sustainable.
CSR ACTIVITIES OF MARUTI SUZUKI
Maruti understands the criticality of the employees and pays continuous and concentrated
attention towards providing safe and healthy work environment to its employees. They have always tried
to indulge people from diverge domains in terms of expertise and experience into their operations. Maruti
Suzuki understands the importance of retention and development of the employees. They have focused on
acquisition of raw talents and training them so as to improve their efficiency. Maruti Suzuki has always
considered good labour relation with the management results in developing a healthy work environment.
Maruti Suzuki‟s sustainability journey began at inception. Not just only becoming the leader in the Indian
automobile industry but also delivering a eco-friendly and fuel efficient car, sustainability was almost
instinctive Company‟s behaviour .Environment and society are integral to the business and came into
focus naturally in day to day functioning.
CSR POLICIES:
 Company will try to lead in energy conservation at all manufacturing units and try to engage in
production of only those goods which will consume fewer natural resources.
 Company will develop the products and services that will fulfil the desires of the customers and
will provide them assistance during the natural calamities.
 The company will extend its technological and managerial support to all the suppliers and dealers
for their profitable and sustainable growth.
 Company would try to recognize and motivate those employees who have an active participation
and volunteering in the spirit of serving the community and sharing their skills and expertise.
 Company will partner with Government, NGO‟s and other organizations for the welfare of
society especially underprivileged people.
CSR ACTIVITIES:
The Company‟s CSR policy is guided bits CSR Policy. Stakeholder engagement is given the
utmost importance in the CSR. Maruti Suzuki‟s social initiatives focus on three primary areas:
1. ROAD SAFETY
2. SKILL DEVELOPMENT
3. COMMUNITY DEVELOPMENT
There is also an employee volunteering programme called e-Parivartan and operates two schools.
ROAD SAFETY:
Maruti Suzuki runs a nationwide road safety programme. Maruti Suzuki was the first company to
promote safe driving and training in the country. It initiated in the year 2000 with the establishment of
first Institute of Driving and Traffic Research in New Delhi. Since this first venture that started in 2000,
the company has successfully extended this PPP model to other states of the country. Company worked
out a detailed course content and curriculum for driving training based on successful international models
from Europe and Singapore. This institute is considered as the „model institutes‟ in promoting road safety
in the country. It has trained over 710,000 people in safe driving through them, out of which close to
100,000 underprivileged people have been trained for free.

12. Road safety is considered a major concern in India considering the scale of injuries and fatalities due to
accidents. India accounts for about 10% of road crash fatalities worldwide. People die in road accidents in
India more than anywhere else in the world .According to World Health Organization (WHO), the death
rate per 100,000 population for road traffic accident has soared from 16.85 in 2009 to 18.87 in 2013.
In partnership with its dealers, Maruti has created Driving Schools in urban neighbors to impart middle
class families a facility where they can come in and learn driving. They have created a sustainable
business model to impart high quality driving training, which has been made possible only by localized
simulators, professional and experienced management and continuous monitoring.
Maruti Suzuki has set up Road Safety Knowledge Centres (RSKC) in partnership with the local police in
Haryana at Gurgaon, Faridabad, Karnaland & Sonepat. This step towards enhancing awareness on Road
Safety for daily travelers, especially the traffic offenders and the law breakers. RSKC is a like an initial
step towards improving city driving habits and enhancing awareness on road safety. At RSKC, Maruti
Suzuki has set up a special facility that offers a "one day refresher training" to traffic violators.
SKILL DEVELOPMENT:
Skill training is essential for economic development. While on one side there is unemployment
and the continuous underemployment is leading the industry to constantly lookout for skilled manpower.
Bridging this gap would only be made possible by proper skill training. Skilled manpower is an essential
requirement to drive the economic growth. The skill levels of workmen in India are far from those
acceptable as per industry standard. The company has become a part of government effort to transform
ITIs into centers of excellence in partnership with industry. Maruti Suzuki has deliberately chosen to
work with ITI at Elathur that specifically caters to Scheduled Caste and Scheduled Tribe community. The
upgradation includes:
1. Basic development of the infrastructure at ITI.
2. Repair and maintenance of the machine and instruments.
3. Provisions of teaching aids.
4. Industry exposure to students through factory visits and internships.
5. Development of an Institute Development Plan.
6. Additional training session for development of employment skills, providing computer
education, and providing technical knowledge.
7. Training of teachers by motivating and behavioural development.
COMMUNITY DEVELOPMENT:
Maruti Suzuki is actively involved in the community development of four villages surrounding its
Manesar Plant. Among many other initiatives taken by the company, to complete the infrastructure up
gradation of primary schools and middle schools of these villages has been a major focus. The Company
is also focussing on education, healthcare facilities, developing infrastructure and skill training as the
focus areas for intervention. Health care have been set up periodically around the year to provide curative
health care services to villagers. Specialty camps such as eye camps and camps for women and young
girls have also been held with the help of professional doctors.
The company have also organized many nukkad nataks to promote health awareness and about the
harmful effects of drugs addiction. The company has also worked on spreading awareness among school
children and healthy habits boards were displayed in the villages. The company has also launched and set
new benchmarks for volunteering efforts by its employees. The program called „e-Parivartan‟ where „e‟
stands for employees, Maruti Suzuki‟s volunteer program, a major part of its CSR efforts, was launched
in 2011 to create a platform that would enable Maruti employees to engage in social and community
work. Around two hundred employees have registered with the initiative. The e-Parivartan programme
has identified NGOs across the NCR where Maruti Suzuki employees could go and volunteer on

13. Sundays. Many of them are joined by their families. The programme offers a bouquet of volunteering
options - mentoring, teaching, raising environmental awareness, community development and organizing
health camps. After being launched in November, the programme has encouraged Maruti Suzuki
employees to put in over 3,500 hours of active volunteering.
References:
 http://www.siamindia.com/scripts/auto-policy.aspx
 http://www.caradzindia.com/caradzindia/newsroom-media.php
 http://www.niir.org/profiles/profiles/identified-project-opportunities-andhra-
pradesh/z,,8c,0,a/index.html
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