Is Tara's Tiny A Big Threat to Tata's Nano?
According to The Economic Times, Tara Shankar Ganguly, grandson of the founder, has revived defunct Bengal Enamel (don't ask) as a new-age electronics and telecommunications firm. Under the brand name Tara, Bengal is teaming with Chinese EV maker Aucma to develop battery-powered two-wheelers, three-wheelers, small cars, even buses and lorries (OK, trucks) to provide Western-style freedom and mobility for India's middle class. At present, Tara has more names (Titu, Micro, Mini, Tiny) than actual vehicles. But with a price of only Rs 99,999, the four-seat Tiny seems positioned as a Nano-killer. Yes, the four-seat Tiny will cost one less rupee than the one lakh ($2,500) Tata Nano. Other Tara models could range as high as Rs 5.5 lakh (~$13,750, I guess). While no one (other than us) is talking about range, and the Tiny must be recharged daily at a 220 Volt/15 Amp socket, it should nip along at a respectable 50 to 70kms an hour. So the Tiny by name (and by nature) will go fast enough for its intended market, but will it sell fast enough to sustain Tara's renaissance? We'll keep an eye on it for you.
More by Donal Fagan
Comments
Join the conversation
Is "Mini" not trademarked in India, or is the Indian market somewhat like the Chinese market with trademark loopholes? Furthermore, "Micro" is very close to Nissan's Micra, though it isn't sold in India, and "Tara" is obviously one letter away from "Tata." Interesting. Still, ambitious plans. I'm anxious to see if they can pull it off.
In response to "Is “Mini” not trademarked in India, or is the Indian market somewhat like the Chinese market with trademark loopholes?" Yes India is as bad as China when it comes to trademark loopholes. Copy right here means that you have a right to copy what others make!! Its shameful, that though projected as a progressive country this is one aspect of economics that we are really regressed at. A glaring example of this is the multi billion dollar Bollywood (Indian motion picture industry), which as a right copy's every good Hollywood film.
I happen to sit across from a fellow that moved to the US from India around 1960. He brought his family for a visit last year, though. He said that when he left only the rich drove cars, but now every family has three or four cars.
"A glaring example of this is the multi billion dollar Bollywood (Indian motion picture industry), which as a right copy’s every good Hollywood film." Actually it's Hollywood who rip off everyone else's movies. Matrix anyone...