Failed Tata Nano made someone’s fortune brighter
After the announcement to stop the production of India’s cheapest car, it is clear that India’s only middle-class friendly car is not actually loved by middle-income families. One of the ambitious dreams of Ratan Tata’s remained unfulfilled forever even though the company did its best to attract the middle-income families by labeling as India’s car. Due to zero export in June versus 25 in June 2017, the company doesn’t have any other option except quitting the production. From the beginning of this year, it was clear that it may shut down as it produced only one unit this June. So whom should we blame for this? The company or Ratan Tata or Middle-class people of India?
Failed marketing strategy
If we believe this Quora thread, the ambitious project of Ratan Tata didn’t follow the right marketing strategy, and in fact, we can say a wrong trick that distracted the people instead of getting attention. Even though the intention was honest to make a car that a lower income family can afford whereas their branding strategy was horrible. Company unintentionally branded itself as a cheap car, and though they didn’t compromise with quality, still people didn’t show their interest because of prestige issue. Instead, they opted for rival companies’ products at a higher price. In the end, its situation became like IIN (Idea Internet Network), another marketing gimmick of Aditya Birla group lead Idea cellular.
Maybe it’s a failure, but helped someone politically
From the beginning, it became the part of the unnecessary controversy for some political propaganda that unfortunately took some lives. While it was about start production from West Bengal after the invitation from the Communist Government to establish a plant at Singur, Trinamul Congress started protesting against it.
Even though the Singur protest was for the farmer and was like a war between government and poor farmers, still, we can say no one was honest except the innocent farmers. It would be unfair if we say Mamta Banerjee protest was wrong even though she had an agenda to oppose the Communist Government. It was the farmers’ protest against the forced land acquisition, and TMC didn’t want to lose the opportunities to fulfill its political ambition. Farmers knew that they would not get any job as they are not skilled and secondly most of the work would be done through automation. The most important point is they have to lose their 1000 acres fertile lands, and of course, the anger would be higher against such forceful activities. The rape and murder of Tapashi Malik added fuel to the protest, and finally, Tata decided to move on. The unfortunate news is even after the successful protest farmers became the loser and the person who got benefits from this is none other than Mamta Banerjee. Though she promised them to make it a developed place before the election, unfortunately, it never happens, and they don’t get anything yet. Just like other politicians, she forgets them forever and even invited TATA to Singur, but this time the company refused and demanded 154 crore compensation. Both TATA and farmers became the ladder for TMC to reach the assembly. Today Singur is just another unused land, and TMC returned to the power for the second term, and still no development. It just became the victim of another political propaganda.
Cover Image: Wikipedia