Case Study Tata Indica V2 Xeta

The Indian small car market is known for its fierce competition and demanding consumers. In this blog post, we will delve into the strategy adopted by Tata Motors to sustain the Indica brand in this highly competitive market. Specifically, we will explore the rationale behind the launch of Indica V2 Xeta as an extension of the Indica umbrella brand. Furthermore, we will analyze the various marketing aspects that Tata Motors had to focus on in order to establish the Xeta in the Indian small car market.


Tata Motors Limited, a prominent player in the Indian automobile industry and a part of the Tata Group, recognized the need to continuously innovate and evolve its small car offerings to cater to the evolving preferences of Indian consumers. With the success of the Tata Indica, a car known for offering “More Car Per Car,” Tata Motors aimed to build upon this foundation and expand the Indica brand further.

Indica: More Car Per Car:

The Tata Indica, since its launch, has been positioned as a spacious and value-for-money offering in the passenger car market. The Indica’s success can be attributed to its robust build quality, comfortable interiors, and competitive pricing. By providing features typically found in higher-priced cars, Tata Motors gained a significant foothold in the small car segment, challenging the dominance of established players like Maruti Udyog Limited.

Enter The Xeta!:

To further strengthen its position in the Indian small car market, Tata Motors introduced the Tata Indica V2 Xeta, a variant that offered the eXtra Efficiency Torque Advantage (XETA) Petrol engine. This engine provided improved fuel efficiency without compromising on performance. The Xeta was positioned as a stylish and reliable choice for the discerning Indian consumer.

Analyzing Marketing Aspects:

Tata Motors employed a comprehensive marketing strategy to establish the Xeta in the Indian small car market. Firstly, they focused on a competitive pricing strategy, positioning the Xeta as an affordable yet feature-rich option for potential buyers. Additionally, Tata Motors implemented a well-rounded promotional strategy, leveraging various advertising channels, including television, print media, and digital platforms, to create awareness and generate interest among the target audience.


Tata Motors’ efforts in sustaining the Indica brand through the launch of the Indica V2 Xeta have been commendable. By understanding the evolving needs and preferences of the Indian consumer, Tata Motors was able to introduce a variant that not only offered enhanced efficiency but also showcased the brand’s commitment to delivering value. As the Indian small car market continues to evolve, it will be interesting to observe how Tata Motors further innovates and stays competitive in this dynamic landscape.


In conclusion, Tata Motors’ entry into the Indian small car market with the Indica V2 Xeta was a strategic move to sustain the Indica brand and cater to the evolving demands of Indian consumers. By offering a fuel-efficient and stylish option at an attractive price point, Tata Motors successfully positioned the Xeta as a formidable competitor in this highly competitive market. With its comprehensive marketing strategy, Tata Motors effectively communicated the value proposition of the Xeta to the target audience and established a strong presence. As Tata Motors continues to navigate the Indian small car market, their ability to adapt and innovate will determine their future success. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry