Instead of pleading with for a foreign brand to come to India, we need to promote homegrown manufacturers on every overseas visit.
Published on Aug 15, 2024 07:00:00 AM
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Two news items over the past few months pleased me to no end. The first was the announcement by Hyundai-Kia to develop batteries with Exide. The second was the decision by Elon Musk to delay his India visit.
Let me explain. The first was a terrific demonstration of confidence of a global major in developing tomorrow’s technology with an Indian brand. The second was a timely reply to most of Indian media to stop getting swayed by populism. What a paradox! On one hand we espouse the cause of being self-reliant, and on the other we make it seem that nirvana shall not be attained without the visit of one man!
Such misplaced priorities are damaging to the fundamental cause of the Indian auto industry. I feel proud when the world acknowledges my capabilities. I cringe when my own pedestalise someone else as my redeemer. I want to be criticised constructively. I do not wish to be humiliated subliminally. India can do without Tesla. Tesla cannot do without India, tomorrow or the day after. We need to understand the power of our automobile market and behave accordingly. As an automaker I have greater responsibility than most other industries in nation building, as I am a pillar of the Indian economy. As a policy maker, I need to recognise the contribution of the Indian automaker and accord the right respect. As a member of the media, I need to be totally objective in my analysis and call no bluffs. Each has critical roles to play in generating a level of admiration and aspiration for the Indian auto industry. Right now, it is a convenient target for policy makers and media to take potshots at.
Instead of pleading with a Tesla to come to India, on every overseas visit, promote Mahindra, Tata, Ashok Leyland, Hero, Bajaj, Ather and TVS. Make sure representatives from the industry body and key automakers and component makers are part of the Prime Minister’s delegation. Just as India produces class- leading software engineers, it also produces world-class automobiles. The Tata Nexon, at its price point, can take the pants off many European EVs. Yet the world raves only about BYD, VinFast and Xiaomi, apart from Tesla.
Till the day we do not feel proud of what we have achieved, in spite of the automobile still being considered a ‘luxury’ product, we will never stand tall and confident on the world stage. On his next overseas visit, the Prime Minister should carry scale models of the Altroz and Scorpio in dokra style as the state gift. That would be a fitting recognition of Atmanirbhar Auto.
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