For Tata Motors, the Nepal Tourism adage 'once is not enough' has proved to be a prophecy of sorts. Our association with this Himalayan country has only grown stronger with time, ever since we set foot on its soil over three decades ago. Today, Tata Motors is among the top players in the industry and commands a large market share in the passenger vehicle segment, catering to the market, across extremes.
The burgeoning auto market in Nepal
The automotive market in Nepal is on a rebound after the slump caused by the earthquake and the economic blockade last year. There is demand for a wide range of vehicles and it continues to surge as consumers respond to new car launches positively. "The market is responding in a very positive way. If you compare the market growth this year, with last year, I think the signs are very encouraging," confirms Johnny Oommen (Head -International Business, Passenger Vehicles).
"Naame kaafi chha"
Tata Sumo has found cult status in Nepal. You'll almost always find a Tata Sumo rumbling through the Himalayas, hauling people across the treacherous terrain with ease. "Naame kaafi chha" or "the name is enough" is the sentiment that echoes through Nepal as loyalists firmly stick to the belief that the Tata Sumo is second to none. Brand loyalty has constantly resulted in conversions, increasing sales for the Sumo, and making it the largest selling nameplate in Nepal in 2014!
Johnny Oommen on the super success of Tata Sumo in Nepal.
While brand loyalty for Sumo offers a definite competitive edge, Tata Motors is also looking to increase market share by getting into multiple consumer segments in Nepal with an assortment of products across vehicle categories and price points.
Conquering a new horizon: Zest & Bolt
While the growing demand in Nepal is a huge opportunity for Tata Motors, competition is also heating up. So how is Tata Motors geared to get a majority of the Nepalese consumer's share of the mind amid rising competition? Last year, Tata Motors launched the Zest and the Bolt in Nepal, both premium passenger vehicles, which cater to the young and aspirational customer. Both received an overwhelming response.
The launch of these stunning new cars is in accordance with Tata Motors' strategy to introduce two cars every year, enabling the company to enter various customer segments or vehicle segments. "Apart from positive revenue impact, we expect to see a growth in all our vehicle segments and in the diversity of our customer base in Nepal. That's what is keeping us excited," signs off Johnny Oommen.
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