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Strategies & Market Trends : India Coffee House -- Ignore unavailable to you. Want to Upgrade?

To: Mohan Marette who wrote (9888)	12/3/1999 11:31:00 AM
From: Mohan Marette	Read Replies (1) \| Respond to of 12475

We Want to Grab the Funky Market'-Indian Companies As India's young people embrace consumerism, companies are pitching straight to them Anand Mahindra remembers when his parents bought a new car back in the 1950s. There were just two models to choose from: the boxy Ambassador made by Morris Oxford and the equally stolid Fiat. The waiting list took six years, and customers took whatever color rolled off the assembly line that month. Now, as managing director of Indian auto maker Mahindra & Mahindra, Anand Mahindra, 44, is helping usher in a degree of choice that would have been unimaginable in India just a decade ago. In November, Mahindra will launch car-buying via the Internet. (http://www.mahindraworld.com/) It's not just a question of punching in an order. Customers will be able to use software to add mag wheels or racing stripes and create their own customized versions of the new Quadro, a sport-utility vehicle. Mahindra is targeting young drivers for the $10,500 car, buying slick advertising spots on video music channels. 'We want to grab the funky market,' he says. 'Kids persuade their parents what car to buy. They determine style and fashion today.'...... businessweek.com