The document summarizes a book review presentation on the book "Small Wonder - The Making of Nano". It describes the book's chapters which tell the story of how Tata Motors overcame significant challenges to deliver on Ratan Tata's vision of an affordable "people's car" for India called the Nano, which launched in 2008. Despite obstacles like high costs, legal issues over land acquisition, and skepticism from competitors, Tata Motors was able to successfully develop and manufacture the Nano through innovation and "frugal engineering", establishing India as an automobile industry leader. The book provides lessons about persevering through difficulties to achieve results and believing in one's ideas.
Tata Motors is India's largest automobile manufacturer. In 2008, they unveiled the Tata Nano, the world's cheapest car, priced at $2,500. However, acquiring land for the Nano factory in West Bengal led to controversy as farmers protested the forcible acquisition of their fertile agricultural land under colonial-era law. In 2010, Tata Motors decided to build the Nano factory in Gujarat instead, where the state government provided 1100 acres of land and infrastructure development loans. This case highlights the challenges of land acquisition for industry in India.
Tata Nano was initially positioned as the world's most affordable car, targeting lower and middle income families in India. However, this price-based positioning led Nano to be perceived as a "poor man's car" and issues like vehicle fires further damaged its reputation for quality. Tata later repositioned Nano with a focus on features, personalization options, and promoting it as a "smart city car" to move away from perceptions of low quality. The case study demonstrates the importance of developing an effective positioning strategy that considers customer perceptions beyond just price. It also shows how positioning can be detrimental if not properly planned and corrected when needed.
The document analyzes various factors that influenced the success of the Tata Nano, including economic, technological, competition, legal, political, consumer choice, product, price, positioning, distribution, and CRM factors. It notes that the Nano fulfilled the need for affordable transportation for middle class families in India. It was successful due to its low price of 100,000 rupees, support from the government, and Tata's strong brand and distribution network.
New product devlopment process of TATA NANOMehul Rasadiya
1) Tata Motors developed the Tata Nano car to provide affordable transportation for low-income families in India who could not afford cars but traveled by scooter.
2) The concept was developed through customer interviews and market testing potential designs. A small four-wheeled car was selected that met safety and regulatory requirements.
3) A business analysis showed Tata had advantages as the only company providing the lowest-priced car, with local sourcing of parts reducing supplier bargaining power and few substitutes available.
Tata Motors unveiled the Tata Nano, dubbed the "People's Car", at the 9th Auto Expo in New Delhi. Ratan Tata said the Nano will meet all safety and emission standards and cause less pollution than two-wheelers. Key features include a 624cc petrol engine producing 33 bhp, 30L fuel tank, 4-speed manual transmission, front disc and rear drum brakes. The Nano is touted as the world's cheapest car at half the price of other cheapest cars. It is designed to be comfortable, safe, fuel efficient and environmentally friendly while seating four persons.
The document discusses Tata Nano, India's cheapest car. It provides details on its features such as its small size, low price enabled by use of plastics instead of metal, and lack of luxury features to keep costs minimal. The Nano created a new market segment and shattered myths that an inexpensive car can't be safe, spacious or efficient. It generated much controversy during its launch due to protests over its proposed manufacturing plant in West Bengal.
Wave city call 9718288355/9999356663 for best locationepropmart
Call 9718288355/9999356663/9999481198 for booking
Marinas
Health & Wellness Centre
Spiritual Centre
Sports Academy
Music Academy
Edutainment park
Spas & Golf Course
Multiple theme Parks
Water & Adventure Sports
Cafes Restaurants & Shopping
Signature Golf Course,
Signature Tennis Academy
IT & Biotech Park
Global Campus for international institutes
Garbage disposal
Public Transport
Ecological
Rain water harvesting
Street Lighting with solar panels
Industrial zone
Tata Motors launched the Tata Nano in 2008 as the world's cheapest car, aiming to provide affordable transportation to low-income families in India. The Nano was developed through extensive re-engineering efforts to reduce costs, such as using plastic body panels instead of steel and eliminating unnecessary parts. It has a 624cc engine and a starting price of 100,000 Indian rupees. While innovative in its affordability goals, the Nano faced some challenges meeting safety and performance standards for entry-level car buyers.
Tata Motors is India's largest automobile manufacturer. In 2008, they unveiled the Tata Nano, the world's cheapest car, priced at $2,500. However, acquiring land for the Nano factory in West Bengal led to controversy as farmers protested the forcible acquisition of their fertile agricultural land under colonial-era law. In 2010, Tata Motors decided to build the Nano factory in Gujarat instead, where the state government provided 1100 acres of land and infrastructure development loans. This case highlights the challenges of land acquisition for industry in India.
Tata Nano was initially positioned as the world's most affordable car, targeting lower and middle income families in India. However, this price-based positioning led Nano to be perceived as a "poor man's car" and issues like vehicle fires further damaged its reputation for quality. Tata later repositioned Nano with a focus on features, personalization options, and promoting it as a "smart city car" to move away from perceptions of low quality. The case study demonstrates the importance of developing an effective positioning strategy that considers customer perceptions beyond just price. It also shows how positioning can be detrimental if not properly planned and corrected when needed.
The document analyzes various factors that influenced the success of the Tata Nano, including economic, technological, competition, legal, political, consumer choice, product, price, positioning, distribution, and CRM factors. It notes that the Nano fulfilled the need for affordable transportation for middle class families in India. It was successful due to its low price of 100,000 rupees, support from the government, and Tata's strong brand and distribution network.
New product devlopment process of TATA NANOMehul Rasadiya
1) Tata Motors developed the Tata Nano car to provide affordable transportation for low-income families in India who could not afford cars but traveled by scooter.
2) The concept was developed through customer interviews and market testing potential designs. A small four-wheeled car was selected that met safety and regulatory requirements.
3) A business analysis showed Tata had advantages as the only company providing the lowest-priced car, with local sourcing of parts reducing supplier bargaining power and few substitutes available.
Tata Motors unveiled the Tata Nano, dubbed the "People's Car", at the 9th Auto Expo in New Delhi. Ratan Tata said the Nano will meet all safety and emission standards and cause less pollution than two-wheelers. Key features include a 624cc petrol engine producing 33 bhp, 30L fuel tank, 4-speed manual transmission, front disc and rear drum brakes. The Nano is touted as the world's cheapest car at half the price of other cheapest cars. It is designed to be comfortable, safe, fuel efficient and environmentally friendly while seating four persons.
The document discusses Tata Nano, India's cheapest car. It provides details on its features such as its small size, low price enabled by use of plastics instead of metal, and lack of luxury features to keep costs minimal. The Nano created a new market segment and shattered myths that an inexpensive car can't be safe, spacious or efficient. It generated much controversy during its launch due to protests over its proposed manufacturing plant in West Bengal.
Wave city call 9718288355/9999356663 for best locationepropmart
Call 9718288355/9999356663/9999481198 for booking
Marinas
Health & Wellness Centre
Spiritual Centre
Sports Academy
Music Academy
Edutainment park
Spas & Golf Course
Multiple theme Parks
Water & Adventure Sports
Cafes Restaurants & Shopping
Signature Golf Course,
Signature Tennis Academy
IT & Biotech Park
Global Campus for international institutes
Garbage disposal
Public Transport
Ecological
Rain water harvesting
Street Lighting with solar panels
Industrial zone
Tata Motors launched the Tata Nano in 2008 as the world's cheapest car, aiming to provide affordable transportation to low-income families in India. The Nano was developed through extensive re-engineering efforts to reduce costs, such as using plastic body panels instead of steel and eliminating unnecessary parts. It has a 624cc engine and a starting price of 100,000 Indian rupees. While innovative in its affordability goals, the Nano faced some challenges meeting safety and performance standards for entry-level car buyers.
Tata Motors is India's largest automobile company established in 1945. It has manufacturing bases in India and operations in the UK, South Korea, Thailand and Spain. In 2008, Tata acquired Jaguar and Landrover. The Tata Nano was introduced in 2009 as the world's cheapest car, aiming to provide affordable transportation. It has a 623cc engine and seats 4 people. Though controversial for its plant location initially, it has sold over 10,000 units. Tata continues promoting the Nano through various marketing strategies.
- Tata Motors introduced the Tata Nano car in 2008 as an affordable transportation solution for families in India.
- The initial manufacturing plant was located in Singur, West Bengal, but faced political opposition and Tata withdrew.
- Tata then chose a location in Sanand, Gujarat, which offered various incentives. The Nano plant now employs over 25,000 people there.
- Key features of the Nano include a 623cc engine, low price starting around $2,500, and focus on affordability over amenities to meet the needs of its target customers.
RATAN TATA
Two-wheelers - with the father driving, the elder child standing in front and the wife behind holding a baby - is very much the norm in this country. In that form two-wheelers are a relatively unsafe mode of transporting a family. The two-wheeler image is what got me thinking that we needed to create a safer form of transport The two-wheeler image is what got me thinking that we needed to create a safer form of transport.
Tata Motors established the Tata Nano as the world's cheapest car through a collaborative approach. They broke down the car components and outsourced manufacturing to over 100 suppliers, such as Bosch, to reduce costs. This allowed suppliers to innovate and helped Tata Motors produce the Nano for under Rs. 100,000. However, Tata Motors struggled to meet sales targets of the Nano due to production delays from strikes and negative publicity from fires, limiting their ability to capitalize on the initial hype around the affordable "people's car."
The document summarizes the development of the Tata Nano, the world's cheapest car. It describes Tata's mission to build an affordable car for India's growing middle class. Through innovation and cost-cutting measures, the team was able to launch the Nano for just 1 lakh rupees (around $2500). Some key innovations included a lightweight steel body, rear-engine design, and extensive local sourcing of parts. While doubts remained about profitability and durability, Tata believed high volumes could make the business model work.
The document summarizes the development of the Tata Nano, the world's cheapest car. It describes how Ratan Tata was inspired by seeing families on scooters to create an affordable family car. The Nano was developed through extensive innovation and cost-cutting measures. It has been successful in introducing more affordable automobile transportation and boosting the Indian economy. However, challenges remain such as regulations and competition.
New Product Development Life Cycle Of Tata NanoSandip Kadam
Tata Nano was developed as an affordable, safe, all-weather 4-wheeled vehicle for families in India. It was designed to cost around Rs. 1 lakh, meet safety and emission standards, and be more fuel efficient than a 2-wheeler. Extensive market research and testing was conducted over 4 years to develop the prototype. The production facility was located in Gujarat with extensive supplier collaboration. The Nano launched with an annual production target of 500,000 vehicles by providing the emotional appeal of car ownership at an affordable price point.
Tata Motors introduced the Tata Nano car in 2008 as an affordable transportation solution for medium class Indian families. The small car was designed to be affordable while still being stylish. It was expected to boost the Indian economy and expand the car market significantly. Tata Motors has a long history and is India's largest automobile manufacturer, known for its passenger vehicles and commercial vehicles. The Nano was aimed at being affordable for the average Indian family and became the world's cheapest car due to its small size, efficient engine, and minimal features.
The document discusses the marketing strategy and launch of the Tata Nano vehicle. It describes Tata's unconventional marketing approach that relied heavily on word-of-mouth and social media rather than traditional advertising. Tata launched an online community website where potential customers could discuss and customize the Nano design. This innovative and low-cost strategy helped generate significant pre-launch interest in the Nano as the world's most affordable car. The strategy allowed Tata to engage customers and test ideas for the Nano.
The document provides information about Tata Nano, India's cheapest car. It discusses the SWOT analysis of Nano which revealed strengths like low price but weaknesses like less boot space. Opportunities included worldwide appeal but threats included traffic and competitors. The history explained how Tata aimed to make a car for Indians driving motorcycles. In 3 sentences or less:
The document discusses Tata Nano, analyzing its SWOT as the cheapest car with strengths like price but weaknesses like small size, and exploring opportunities like low costs alongside threats from traffic and competitors. It outlines Nano's history of being developed by Tata Motors to appeal to Indians using motorcycles and examines how Nano could have been better positioned
The document discusses various points related to the design and development of the Tata Nano car project. It summarizes that Tata took 4 years to develop the Nano, going through many design changes to achieve their target cost of Rs. 1 lakh while ensuring customer safety and performance. They faced challenges like rising input costs and relocating production due to protests at the initial Singur plant site. The Nano established Tata's strong proprietary position by being the lowest priced car that was still safe and comfortable. Tata centralized the development process and used prototyping to refine the design before launch.
Tata Nano is the world's cheapest car launched by Tata Motors in 2008. It was envisioned by Ratan Tata as an affordable car for common people. Some key features include a low price of $2,500, compact size, good fuel efficiency, and basic features to keep costs low. While it helped expand car ownership in India, Tata faced obstacles finding a site for large-scale production due to land disputes in West Bengal. Overall, the Nano was an innovative product that boosted the Indian auto industry.
Tata Nano was initially positioned as the world's most affordable car, targeting lower and middle income families in India. However, this price-based positioning strategy failed as lower prices in India are associated with lower quality. Issues like cars catching fire further damaged perceptions of Nano's quality. To revive the brand, Tata repositioned Nano with a focus on features rather than price, targeting it as a "smart city car." They improved quality, expanded distribution networks to smaller towns, and launched new promotional campaigns. This case study demonstrates the importance of developing effective positioning strategies and understanding customer behavior for long-term brand success in India's automobile market.
The document discusses the Tata Nano car project in India. It describes how Ratan Tata envisioned an affordable car for families after seeing them travel dangerously on motorcycles. This led to the Nano project which faced initial challenges in Singur but was relocated to Gujarat. The plant was built in Sanand with government support. The Nano provides benefits like fuel efficiency, jobs, and opportunities for the automotive industry while also facing challenges from politics and costs. In summary, the document outlines the vision and development of the Tata Nano car aimed at making transportation safe and affordable for middle class Indian families.
Tata launched the Nano car in 2009 with the goal of providing an "ultra low-cost" vehicle priced at Rs. 1 lakh. There were two options considered for positioning the Nano - as a family transport vehicle or for specific usage situations. The automotive industry in India has high growth rates but low per capita vehicle ownership compared to developed countries. The Nano faced competition from other small and low-cost vehicles. Initial bookings were strong but sales declined in late 2010 due to safety issues and rising material costs, which Tata addressed through improvements and an extended warranty.
The document discusses Tata Motors' launch of the Tata Nano car in India. It describes how Tata Motors chose to locate its Nano production plant in Singur, West Bengal with cooperation from the state government. However, political issues arose regarding the plant location, causing setbacks. Tata Motors then shifted Nano production to Sanand, Gujarat and was able to launch the car as planned in Mumbai in 2008. The Nano became the world's cheapest car and helped Tata Motors carve out a niche in the market.
Tata Motors launched the Tata Nano in 2008 as the most affordable car in the world, starting at about $2,500. The 3-door hatchback seats 4-5 people and gets about 35 mpg. It faced some opposition over environmental concerns but was praised as an eco-friendly and affordable people's car. While the Nano provided opportunities for India's economy and auto market, Tata Motors also faced challenges including relocating production from West Bengal state due to land disputes. However, the Nano demonstrated Tata's innovative engineering and helped establish India as a center for affordable vehicles.
Tata launched the ultra-low cost Nano car in India in 2009 with the goal of making it affordable for average Indian families. They had to decide whether to position it as family transportation or for specific usage situations. The Nano faced challenges including protests over its planned production facility and safety issues reported after its launch. Tata addressed the issues by shifting production to a new facility and improving the car's electrical system. Despite initial high demand, Nano sales declined but recovered after Tata enhanced the warranty to boost consumer confidence in the vehicle's safety.
Tata Nano: Consumer's Post Purchase Behavior CorporationIvan Giovanni
Tata Nano: Consumer's Post Purchase Behavior Corporation, disampaikan pada mata kuliah Marketing Management, Airlangga University, membahas teori disonansi pasca pembelian
Tata Motors is India's largest automobile company established in 1945. It has manufacturing bases in India and operations in the UK, South Korea, Thailand and Spain. In 2008, Tata acquired Jaguar and Landrover. The Tata Nano was introduced in 2009 as the world's cheapest car, aiming to provide affordable transportation. It has a 623cc engine and seats 4 people. Though controversial for its plant location initially, it has sold over 10,000 units. Tata continues promoting the Nano through various marketing strategies.
- Tata Motors introduced the Tata Nano car in 2008 as an affordable transportation solution for families in India.
- The initial manufacturing plant was located in Singur, West Bengal, but faced political opposition and Tata withdrew.
- Tata then chose a location in Sanand, Gujarat, which offered various incentives. The Nano plant now employs over 25,000 people there.
- Key features of the Nano include a 623cc engine, low price starting around $2,500, and focus on affordability over amenities to meet the needs of its target customers.
RATAN TATA
Two-wheelers - with the father driving, the elder child standing in front and the wife behind holding a baby - is very much the norm in this country. In that form two-wheelers are a relatively unsafe mode of transporting a family. The two-wheeler image is what got me thinking that we needed to create a safer form of transport The two-wheeler image is what got me thinking that we needed to create a safer form of transport.
Tata Motors established the Tata Nano as the world's cheapest car through a collaborative approach. They broke down the car components and outsourced manufacturing to over 100 suppliers, such as Bosch, to reduce costs. This allowed suppliers to innovate and helped Tata Motors produce the Nano for under Rs. 100,000. However, Tata Motors struggled to meet sales targets of the Nano due to production delays from strikes and negative publicity from fires, limiting their ability to capitalize on the initial hype around the affordable "people's car."
The document summarizes the development of the Tata Nano, the world's cheapest car. It describes Tata's mission to build an affordable car for India's growing middle class. Through innovation and cost-cutting measures, the team was able to launch the Nano for just 1 lakh rupees (around $2500). Some key innovations included a lightweight steel body, rear-engine design, and extensive local sourcing of parts. While doubts remained about profitability and durability, Tata believed high volumes could make the business model work.
The document summarizes the development of the Tata Nano, the world's cheapest car. It describes how Ratan Tata was inspired by seeing families on scooters to create an affordable family car. The Nano was developed through extensive innovation and cost-cutting measures. It has been successful in introducing more affordable automobile transportation and boosting the Indian economy. However, challenges remain such as regulations and competition.
New Product Development Life Cycle Of Tata NanoSandip Kadam
Tata Nano was developed as an affordable, safe, all-weather 4-wheeled vehicle for families in India. It was designed to cost around Rs. 1 lakh, meet safety and emission standards, and be more fuel efficient than a 2-wheeler. Extensive market research and testing was conducted over 4 years to develop the prototype. The production facility was located in Gujarat with extensive supplier collaboration. The Nano launched with an annual production target of 500,000 vehicles by providing the emotional appeal of car ownership at an affordable price point.
Tata Motors introduced the Tata Nano car in 2008 as an affordable transportation solution for medium class Indian families. The small car was designed to be affordable while still being stylish. It was expected to boost the Indian economy and expand the car market significantly. Tata Motors has a long history and is India's largest automobile manufacturer, known for its passenger vehicles and commercial vehicles. The Nano was aimed at being affordable for the average Indian family and became the world's cheapest car due to its small size, efficient engine, and minimal features.
The document discusses the marketing strategy and launch of the Tata Nano vehicle. It describes Tata's unconventional marketing approach that relied heavily on word-of-mouth and social media rather than traditional advertising. Tata launched an online community website where potential customers could discuss and customize the Nano design. This innovative and low-cost strategy helped generate significant pre-launch interest in the Nano as the world's most affordable car. The strategy allowed Tata to engage customers and test ideas for the Nano.
The document provides information about Tata Nano, India's cheapest car. It discusses the SWOT analysis of Nano which revealed strengths like low price but weaknesses like less boot space. Opportunities included worldwide appeal but threats included traffic and competitors. The history explained how Tata aimed to make a car for Indians driving motorcycles. In 3 sentences or less:
The document discusses Tata Nano, analyzing its SWOT as the cheapest car with strengths like price but weaknesses like small size, and exploring opportunities like low costs alongside threats from traffic and competitors. It outlines Nano's history of being developed by Tata Motors to appeal to Indians using motorcycles and examines how Nano could have been better positioned
The document discusses various points related to the design and development of the Tata Nano car project. It summarizes that Tata took 4 years to develop the Nano, going through many design changes to achieve their target cost of Rs. 1 lakh while ensuring customer safety and performance. They faced challenges like rising input costs and relocating production due to protests at the initial Singur plant site. The Nano established Tata's strong proprietary position by being the lowest priced car that was still safe and comfortable. Tata centralized the development process and used prototyping to refine the design before launch.
Tata Nano is the world's cheapest car launched by Tata Motors in 2008. It was envisioned by Ratan Tata as an affordable car for common people. Some key features include a low price of $2,500, compact size, good fuel efficiency, and basic features to keep costs low. While it helped expand car ownership in India, Tata faced obstacles finding a site for large-scale production due to land disputes in West Bengal. Overall, the Nano was an innovative product that boosted the Indian auto industry.
Tata Nano was initially positioned as the world's most affordable car, targeting lower and middle income families in India. However, this price-based positioning strategy failed as lower prices in India are associated with lower quality. Issues like cars catching fire further damaged perceptions of Nano's quality. To revive the brand, Tata repositioned Nano with a focus on features rather than price, targeting it as a "smart city car." They improved quality, expanded distribution networks to smaller towns, and launched new promotional campaigns. This case study demonstrates the importance of developing effective positioning strategies and understanding customer behavior for long-term brand success in India's automobile market.
The document discusses the Tata Nano car project in India. It describes how Ratan Tata envisioned an affordable car for families after seeing them travel dangerously on motorcycles. This led to the Nano project which faced initial challenges in Singur but was relocated to Gujarat. The plant was built in Sanand with government support. The Nano provides benefits like fuel efficiency, jobs, and opportunities for the automotive industry while also facing challenges from politics and costs. In summary, the document outlines the vision and development of the Tata Nano car aimed at making transportation safe and affordable for middle class Indian families.
Tata launched the Nano car in 2009 with the goal of providing an "ultra low-cost" vehicle priced at Rs. 1 lakh. There were two options considered for positioning the Nano - as a family transport vehicle or for specific usage situations. The automotive industry in India has high growth rates but low per capita vehicle ownership compared to developed countries. The Nano faced competition from other small and low-cost vehicles. Initial bookings were strong but sales declined in late 2010 due to safety issues and rising material costs, which Tata addressed through improvements and an extended warranty.
The document discusses Tata Motors' launch of the Tata Nano car in India. It describes how Tata Motors chose to locate its Nano production plant in Singur, West Bengal with cooperation from the state government. However, political issues arose regarding the plant location, causing setbacks. Tata Motors then shifted Nano production to Sanand, Gujarat and was able to launch the car as planned in Mumbai in 2008. The Nano became the world's cheapest car and helped Tata Motors carve out a niche in the market.
Tata Motors launched the Tata Nano in 2008 as the most affordable car in the world, starting at about $2,500. The 3-door hatchback seats 4-5 people and gets about 35 mpg. It faced some opposition over environmental concerns but was praised as an eco-friendly and affordable people's car. While the Nano provided opportunities for India's economy and auto market, Tata Motors also faced challenges including relocating production from West Bengal state due to land disputes. However, the Nano demonstrated Tata's innovative engineering and helped establish India as a center for affordable vehicles.
Tata launched the ultra-low cost Nano car in India in 2009 with the goal of making it affordable for average Indian families. They had to decide whether to position it as family transportation or for specific usage situations. The Nano faced challenges including protests over its planned production facility and safety issues reported after its launch. Tata addressed the issues by shifting production to a new facility and improving the car's electrical system. Despite initial high demand, Nano sales declined but recovered after Tata enhanced the warranty to boost consumer confidence in the vehicle's safety.
Tata Nano: Consumer's Post Purchase Behavior CorporationIvan Giovanni
Tata Nano: Consumer's Post Purchase Behavior Corporation, disampaikan pada mata kuliah Marketing Management, Airlangga University, membahas teori disonansi pasca pembelian
Brand Guideline of Bashundhara A4 Paper - 2024khabri85
It outlines the basic identity elements such as symbol, logotype, colors, and typefaces. It provides examples of applying the identity to materials like letterhead, business cards, reports, folders, and websites.
How to Download & Install Module From the Odoo App Store in Odoo 17Celine George
Custom modules offer the flexibility to extend Odoo's capabilities, address unique requirements, and optimize workflows to align seamlessly with your organization's processes. By leveraging custom modules, businesses can unlock greater efficiency, productivity, and innovation, empowering them to stay competitive in today's dynamic market landscape. In this tutorial, we'll guide you step by step on how to easily download and install modules from the Odoo App Store.
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In Odoo, we can set a default value for a field during the creation of a record for a model. We have many methods in odoo for setting a default value to the field.
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...EduSkills OECD
Andreas Schleicher, Director of Education and Skills at the OECD presents at the launch of PISA 2022 Volume III - Creative Minds, Creative Schools on 18 June 2024.
4. • CHAPTER 1: THE BEGINNING
• CHAPTER 2: THE CHALLENGES
• CHAPTER 3: THE COST FRONTIER
• CHAPTER 4: FROM SINGUR TO SANAND
• CHAPTER 5: THE FIRST LOOK
• CHAPTER 6: THE WORLD REACTS
• CHAPTER 7: NANO IN A NUTSHELL
• CHAPTER 8: SUMMARY
4
5. A visionary businessman, caught up in the traffic of Bangalore, notices an entire family on a scooter and
thinks of creating a people’s car for the Indian market. Thereafter began a decade long journey for India’s
most powerful business house, one that would bring India on the map of world automobile industry.
His first doodle was to rebuild a car around the scooter.
The Rs. 1 lakh cost project was born of a casual comment Ratan Tata made at the Geneva Motor show in
2003 when a reporter who interviewed Mr. Tata reveled next day in the newspaper that Tata Motors’s next
agenda is to make a dream car worth $2500.
Reactions to the Announcement
Osamu Suzuki, Chairman of Suzuki, proclaimed that building such a car was not possible, nor would it be
safe, & it would be buried by the competition.
Among the rare few to differ with the crowd was Carlos Ghosn, who heads the Nissan-Renault combine.
5
6. The cost was the major hurdle thus, at first it was decided to make a three wheeler car without doors
and windows as an upgrade version of an auto-rickshaw.
Cost cutting was done by using lighter materials such as engineering plastics and aerospace
adhesives instead of using welding.
Other challenges were related to finding suitable design solution in terms of looks and ergonomics,
engineering packages, time constraints, staff work load, confidence, urgency and exhaustion level of
Team.
There was only one supplier “General Electric” ready to sell spares at monopolistic prices.
As per G.O.I regulations BHARAT STAGE-4 engine had to be used in NANO which was much
expensive then traditional BHARAT STAGE-3 engine.
Important concerns were product positioning, land acquisition for plant with nearby resources and to
pass the safety car crash test while using cost cutting materials.
6
8. • The government of West Bengal persuaded more than 10,000 peasants in Singur to accept
compensation for 1000 acres of farmland on which the Nano plant would be built. However, almost
right from the start, as many as 2000 peasants refused the compensation, and demanded their land
back.
• Farmers complained that the state communist government forcibly took their land to give to Tata.
With the help of the opposition parties, peasants opposed to the land acquisition filed petitions in
court. In January 2006,Calcutta High Court threw out all the complaints, ruling that there was “no
violation of the Land Acquisition Act or any other regulation” by the West Bengal government in
acquiring the land.
• When legal avenues were shut, Singur peasants took to the streets, organising daily protests and
roughing up workers employed at the Nano factory. As the protesters grew more menacing, Ratan
Tata was forced to acknowledge the possibility of never seeing a single Nano roll off the plant in
Singur.
• While Tata was contemplating the future of his pet project, one of the most audacious projects in the
history of Tata Motors, Narendra Modi – the Chief Minister of the Indian state of Gujrat approached
him and promised to provide all support needed for Tata to move the plant form Singur to Sanand.
Finally, Tata decided to move to Sanand and the first Nano rolled off the assembly lines at Sanand
soon after.
8
9. The naming of the nano was no small task. The process began in early 2007,a year before unveiling when
the creative team of the nano at Tata design studios Pune sent list 0f 40 names including names like Nio,
Inca, Mycar, Eon, Era ,Atom, e.t.c. to Bombay house, the Tata headquarters in Mumbai. Finally keeping in
view the compact design the Tag “NANO "was given to the family car by Ratan Tata.
Seven show cars were manufactured for the Delhi unveiling, five for the show itself and two as backup.
These special Nanos did not roll off an assembly line; they were crafted at Tata Motors Engineering
Research Centre in Pune.
The unveiling was as much Ratan Tata’s baby as the star of the show, the Nano. “He had it
choreographed down to the last detail”. Ratan Tata drove his dream to the centre stage at the Delhi Auto
Expo on 10th January 2008. The crowd attendance was a record for the event around 180,000 people. The
unveiling started with a pre-recorded 11 minutes message from Ratan Tata that was projected on a giant
screen, the presentation covered variety of subjects like innovation, the first manned flight, his quest for
an affordable and safe transport and the evolution of Tata Nano.
9
11. o Magnanimous response to the NANO launched at the Delhi Expo, on January 10, 2008.
o Commerce Minister, Kamal Nath, Bal Thackerey, & Business Bosses & Autombile Industry Executives
from around the world were receptive to the idea of the Nano.
o Carlos Ghosn, Head of Nissan-Renault combine, praised Tata motors and the product, coining the
term ‘frugal engineering’.
o Osamu Suzuki, Chairman of Suzuki Motor Foundation, did a lot of Tata-bashing, to which Tatas
decided not to respond and let the car speak for itself after its display and lauch.
o Hyundai announced a $3200 car, Renault-Nissan plans to launch its own low cost car, General motors
along with China’s Wuling Automotive started planning on ultra low cost cars.
o Bajaj Auto decided to launch RE-60 a 4 seater compact car under price tag of 1.5 lakhs INR.
o Two wheeler prices slashed by companies such as Hero moto corp., Honda, TVS, etc.
11
12. • 37 patent applications & 31 design applications.
• ENGINE:624cc,35bhp,developed by German company. Bosch. It has EMS(engine management system),
with top speed of 105kmph, BS-4 and meets all regulatory norms on emission in India.
• ENGINE LAYOUT: Located under the rear seats, patented design, freeing up more cabin space. (21%
more than Maruti-800).
• DASHBOARD, MIRROR, FUEL INLET & WIPER: Panel has a speedometer, odometer, & a Digital fuel
gauge, smooth round shape for safety & and cubby holes for storage. Single piece wiper, fuel filler cap
below the nose.
• BODY: Lightweight, sheet metal body, intrusion resistant doors, & space in front to hold a tyre, car is
stronger than a conventional car due to its unique engineering.
• WHEELS: Made of low cost alloy, three lugs instead of the traditional four, and tubeless tyres. Small &
light with improved maneuverability.
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13. • INTERIORS: Plentiful space, safety devise to absorb the impact of a side collision, corrosive-preventive
underbody.
• PRICE AND VARIANTS: There are three variants of the Nano-the standard, the CX and the LX and their
price ranges from Rs 0.12 million to Rs 0.18 million. The three model differ on the basis of comfort and
convenience, interior and exterior, and safety and security.
• DIMENSIONS AND WEIGHT: The Nano is 3.1 metres in length, 1.5 metres in width and1.6 metres in
height. It has a net weight of 600kgs with a ground clearance of just 7.1 inches.
• PERFORMANCE: 35 bhp engine power, can accelerate to 60kmph from a standing start in eight
seconds. It has a fuel efficiency of 23.6 kmpl as certified by company.
• SAFETY: Having passed the roll-over test and offset impact. It has a tubeless tyres, central locking,
reinforced passenger compartment, crumble zones and intrusion-resistant doors.
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15. • Once upon a time there was a dream- born of the vision of Ratan Tata to enable middle-class Indians
to have safe and affordable means of personal mobility. This book tells the story of how that dream
was realised. This is the story of the Nano, the Rs 1 Lakh wonder.
• As Ratan Tata said “ A promise is a promise”, the Tata Motors delivered Nano to the nation despite
of cost, political, resources constraints and cut throat competition.
• This book depicts the story of how Tata Motors, the company behind the project, overcame the
limitations imposed by conventional; technology and traditional methods of manufacturing to craft a
motor car that has changed the automobile world.
• This book gives two important lessons:
“results are rewarded efforts aren’t”
“if one has a belief in himself and his ideas he will strive to success no matter what the world says”
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16. SMALL WONDER- the making of Nano by Philip Chacko, Christabelle Noronha and Sujata Agarwal.
- Foreword by Ravi Kant V.C Tata Motors.
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