Launch of Tata Nano

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Nearly 14 months after the world got its first glimpse at the 9th annual Auto Expo at the Pragati Maidan in New Delhi, the ‘tiny wonder’ and the cheapest small car in the world – Tata Nano hit the Indian roads on March 23, 2009 when it was launched commercially in Mumbai. However, the customers started getting the keys of the cars only after July 19, 2009.

‘Nano’ shook the world in early 2008 when Tata Motors announced its plan to launch a smaller, lighter and cheaper car which would be a part of new breed of 21st century cars, bringing forward an inexpensive mode of personal transportation. It was described as the cheapest car in the world that would help millions of Indians to realize their dreams of owning a car. Within a few days of its announcement, ‘Nano’ became a craze – months before its official launch.

Tata ‘Nano’ has not only created rage among the Indians, but it is also expected to boost the Indian economy. According to a study, ‘Nano’ is expected to expand the Indian car market by 65%. It also has created entrepreneurial opportunities across the country. Though critics have raised questions on the safety of the car, however the low-cost and the eco-friendly initiatives of the car have won the heart of millions already.

However, all was not a smooth riding for ‘Nano’. Though its manufacturing unit was initially decided to set up at a new factory in Singur, West Bengal, but some political agitations and a series of violent protests have compelled it to shift its plant to Sanand, Gujarat. Currently Tata Motors is manufacturing the ‘Nano’ at its existing plant in Pantnagar, Uttarakhand.

Carrying forward the huge craze that it created immediately after the announcement of its launch, Nano got overwhelming response when the booking of the car started from April 9. From 206,703 applications, only 100,000 owners were chosen by lucky draw, who started getting their keys from July.

‘Nano’ is a ‘big’ dream come true for millions of Indians, it is a ‘big’ dream for Tata Motors as well. Now the big question is, whether ‘Nano’ will be able to carry over its initial craze to make it a grand success or not. We have to wait for some time to get the answer.