Tata Nano: A case study in marketing a good product badly
Anita BasalingappaMICA
Tata Nano was India's biggest business story. Launched in 2009, the small car from Tata Motors made headlines all over the world. Here was an emerging-market brand apparently out-innovating its global rivals, creating a product that met the needs of the planet's newest consumers. At INR100,000 (around $2,000) per car, it was the embodiment of 'frugal innovation', building products to suit low pricepoints, and looked set to become a classic business-school case study.
But less than three years later, the Tata Nano continues to underperform in...