Tata Nano: A case study in marketing a good product badly

The goal for the Tata Nano was to sell the world's cheapest car (without compromising on safety, quality and environment) to the lower- and middle-income segments in India.

Tata Nano: A case study in marketing a good product badly

Anita Basalingappa MICA

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

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