G.L.

BAJAJ INSTITUTE OF TECHNOLOGY AND MANAGEMENT

GREATER NOIDA

MINI PROJECT -1

ON

“ TATA MOTORS – ADEEP DIVE INTO INDIA’S ELECTRIC VEHICLE

LEADER ’’

Towards the partial fulfillment for the awards of the degree

Of

Master of Business Administration (MBA)

(Dr . A.P.J Abdul Kalam Technical university , lucknow , uttar pradesh)

by
VARUN MITTAL
(Roll No. : 24034)
Under the Supervision of
Mr ANKUR SHRIVASTAV
 DECLARATION

I hereby declare that the work presented in this report titled

“TATA Motors – a deep dive into india’s electric vehicle leader ",
was carried out by me. I have not submitted the matter embodied
in this report for the award of any other degree or diploma of any
other University or Institute. I have given due credit to the original
authors/sources for all the words, ideas, diagrams, graphics,
computer programs, experiments, results, that are not my original
contribution. I have used quotation marks to identify verbatim
sentences and given credit to the original authors/sources. I affirm that
no portion of my work is plagiarized, and the experiments and results
reported in the report are not manipulated. In the event of a complaint
of plagiarism and the manipulation of the experiments and results, I
shall be fully responsible and answerable.

Name : VARUN

Roll. No. : 24034

(Candidate Signature)
 CERTIFICATE

This is to certify that VARUN , Roll No.24034 has undertaken this

project titled “Tata Motors – A deep dive into india’s electric vehicle
leader ” for the partial fulfillment of the award of Master of
Business Administration degree from Dr. A P J Abdul
Kalam Technical University, Lucknow, (U.P), India

I wish him/ her all the best for his/her bright future ahead.

Date:

Project Supervisor

Department of Management Studies

Head of Department

Department of management studies

 ACKNOWLEDGEMENTS

I would like to express my sincere gratitude to all those who have

contributed to the successful completion of this Mini-Project Report.
Their guidance, support, and insights have been invaluable throughout
this endeavour. First and foremost, I extend my heartfelt thanks to my
faculty mentor for his/her unwavering encouragement and
mentorship. His/her expertise and constructive feedback have
significantly enriched my understanding of the subject matter.
Secondly, I appreciate the industry professionals, practitioners, and
experts who generously shared their time and knowledge during
interviews, surveys, and interactions. Their real world insights have
provided practical context to our theoretical analyses. Lastly, I am
using this opportunity to express my gratitude to. Mr.Ankur Shrivastav
(Department of management studies) who supported me throughout
the course and constantly reviewed my progress. In conclusion, this
project has been a rewarding learning experience, and I am grateful to
everyone who contributed to its successful completion.

Thank You

Sincearly

Varun

Date :
 INDEX

Sr Content Page
No. no.

1 Cover page 1

2 Declaration 2

3 Certificate 3

4 Acknowledgement 4

5 Index 5

6 Introduction 6-7

7 Objective 8

8 Industry review 9-10

9 Methodology 11-13

10 Description 14-21

11 Feasibility 22-25

12 Analysis 26-28

13 Limitations 29-30
 INTRODUCTION
A leader in India's shift to sustainable mobility, Tata Motors is
the flagship business of the $128 billion Tata Group. One of
the biggest automakers in India, Tata Motors was established
in 1945 and produces a wide variety of automobiles, including
defence , commercial, and passenger vehicles. Setting the
pace for India's green mobility revolution, the company has
solidified its position as a leader in the electric vehicle (EV)
market in recent years. In India, Tata Motors has been
instrumental in democratizing electric vehicles. Its EV
collection blends affordability, state-of-the-art technology, and
sustainability, led by well-known models like the Tata Nexon
EV, Tigor ,EV, and Tiago EV. Tata Motors has successfully
launched electric vehicles that meet the specific infrastructure
and customer demands of India by tackling issues like range
anxiety, pricing, and charging infrastructure. Tata Motors'
comprehensive approach to EVs is one of its advantages.
Through collaborations with other Tata Group businesses,
including Tata Power, Tata Chemicals, and Tata AutoComp,
the firm has established a full ecosystem that encompasses
component development, battery manufacture, and charging
infrastructure. Tata Motors has been able to lower expenses
and hasten the nationwide deployment of EVs thanks to this
partnership. Over 80% of the Indian passenger EV industry is
controlled by Tata Motors as of 2023 because of its aggressive
price strategy and broad availability. In addition to being well-
liked by urban customers, its models are also becoming more
and more popular in semi-urban and rural regions, expanding
the accessibility of electric transportation.
 OBJECTIVE

 Display the Leadership in the Adoption of EVs

Describe how the electric vehicle (EV) market in India has
grown to be dominated by Tata Motors.
Emphasize how the firm has helped Indian consumers find EVs
to be practical, inexpensive, and accessible.
 Examine how the ecosystem is integrated

Examine how Tata Motors uses alliances within the Tata Group to
create a strong EV ecosystem, such as Tata Power for charging
infrastructure and Tata Chemicals for battery technologies.
Give examples of how it plans to handle important issues like
range anxiety and charging infrastructure.
 Evaluate the Impact on the Market and the Prospects for
the Future
Examine Tata Motors' influence on the Indian EV market, taking
into account its market share, customer attitudes, and rates of
adoption.
Forecast new EV models, future trends, and the company's
prospects for international growth.
 INDUSTRY REVIEW
In India's electric vehicle (EV) market, Tata Motors has become the
dominating power and has significantly influenced the direction of the
sector. This is a thorough analysis of its contributions and
performance. With over 73% of all electric cars on Indian roads being
owned by the firm, Tata Motors leads the EV industry in India.
Reviews of Tata Motors' EVs highlight its features, price, and range,
but they also point out some issues with charging and dependability:
Customers on a tight budget have embraced Tata Motors' emphasis
on affordability. According to some, Tata Motors' EVs have an
amazing range, which makes them appropriate for both short-distance
and long-distance driving.

Advanced Driver Assistance Systems (ADAS) technology, improved

connection, longer driving ranges, and infotainment are all standard
on Tata Motors' EVs.
Reliability: According to some, Tata Motors' EVs have not always
been dependable.

Pioneering Affordability: By concentrating on providing EVs at cheap

prices, Tata Motors has greatly reduced the barrier to entry for Indian
customers.
Urban and Semi-Urban Penetration: Its cars are becoming more and
more well-liked in tier-2 and tier-3 cities, demonstrating their wide
appeal to a variety of demographic groups. Developments in
Technology
Tata Motors has made significant investments in creating automobiles
that are suited to Indian circumstances.
Its EVs are built with durability and efficiency in mind, taking into
account Indian roads, weather, and customer requirements. Concerns
over long-distance use are addressed by models like as the Nexon EV
Prime and Max, which offer realistic ranges.
Tech-savvy customers are drawn to the integration of telematics,
enhanced infotainment, and over-the-air upgrades.
 METHODOLOGY

A thorough strategy combining qualitative and quantitative research

approaches is utilized to assess Tata Motors' performance and status
as India's EV leader. An overview of the procedure is provided below

1. Information Gathering
a. Primary Data Interviews and Conversations: Perspectives from
business leaders, executives at Tata Motors, and EV ecosystem
participants.
Customer surveys: Comments from EV owners about the goods,
services, and general contentment of Tata Motors.
b. Secondary Data Market studies: Examining industry studies
from firms such as McKinsey, SIAM, and NITI Aayog.
Company Reports: Press releases, investor presentations, and Tata
Motors' yearly reports.
Government Policies: Examining state-level EV policies and
programs such as FAME II.
Media Sources: Updates and articles about Tata Motors' EV
strategy and market position from reputable sites.
2. Framework for Analysis
a. SWOT evaluation
Strengths: Considered elements such as product innovation,
ecosystem integration, and market leadership.
Weaknesses: Pointed out areas that need work, such
 competitiveness and battery sources.
Opportunities: Evaluated prospects for expansion in both
domestic and international markets.
Threats: Risks such as competitive pressures and policy changes
were examined.
c. Evaluation via Comparison
To evaluate its competitive advantage, Tata Motors was compared
to rivals such as Mahindra Electric, BYD, and MG Motors.
b. Evaluation of Ecosystems
examined the effects of partnerships with Tata Group firms on the
infrastructure, affordability, and manufacturing of EVs.
3. KPIs, or key performance indicators
Metrics were found and examined to assess Tata Motors'
influence on the EV market:

Market Share: The proportion of Tata Motors' EVs sold in India

overall.
Sales Growth: The increase in EV sales and adoption rates from
year to year.
The affordability index compares prices with those of rivals to
determine accessibility.
Sustainability Metrics: Support for programs to recycle batteries
and reduce carbon emissions
Customer satisfaction refers to the opinions of customers on the
quality, dependability, and service of a product.
4. Industry Context and Policy
examined government programs that encourage the use of EVs
and assessed how well Tata Motors complied with them.
examined market trends, such as factors influencing demand,
technological breakthroughs, and infrastructural growth, in order
to put Tata Motors' performance in perspective.
5. Prospects for the Future
projected the market position of Tata Motors using the company's
product pipeline, strategic efforts, and current trends.
anticipated how its EV portfolio would be affected by ambitions
for international expansion and technical developments.
6. Verification and Synthesis
cross-checked information from several sources to ensure
correctness and dependability.
collected data into a logical analysis to offer suggestions and
insights that may be put into practice.

This technique offers insights into Tata Motors' plans,

accomplishments, and areas for future attention, ensuring a solid,
data-driven, and comprehensive knowledge of the company's
leadership in the Indian EV market.
 DESCRIPTION

Top 6 challenges in electric vehicle industry

1 .Dependency on Battery Technology

Tata Motors is vulnerable to supply chain interruptions and

fluctuating costs due to its heavy reliance on imported lithium-ion
cells, despite its efforts to localize. For long-term sustainability,
building an indigenous battery supply chain is essential.

2. Infrastructure for Charging

Although Tata Power and Tata Motors have teamed together to

extend the charging network, the rate of deployment is not keeping
up with the increasing demand, particularly in rural and semi-urban
regions.

3.Competitiveness in Cost

Because of battery costs, EV manufacture is still more expensive

than that of conventional automobiles. A major obstacle is
achieving price parity while preserving profitability, particularly
when subsidies gradually disappear.
4.Increasing the Level of Competition

With the entry of international manufacturers like BYD and Tesla,

as well as domestic companies like Mahindra and startups like Ola
Electric, the EV industry is getting more and more competitive. To
stay at the top, Tata Motors has to keep coming up with new ideas.

5.Adoption and Consumer Awareness

Despite the fact that EV adoption is increasing, a sizable

percentage of Indian customers are still apprehensive because of
worries regarding long-term ownership costs, charging
infrastructure, and range. It's crucial to raise awareness and trust.
Supply Chain Sustainability

Tata Motors must make sure that battery raw materials like cobalt
and lithium are supplied ethically while advancing sustainability.
Another constant difficulty is creating reliable end-of-life battery
recycling systems.

Significance

This highlights how Tata Motors is leading the EV revolution in

India despite overcoming these obstacles. Tata Motors is leading
the industry by overcoming these obstacles via innovation,
ecosystem growth, and customer-focused tactics.
 For stakeholders, "Tata Motors: A Deep Dive into India's Electric
Vehicle Leader" provides insightful information on how the firm
can maintain its leadership in the face of a fast charging EV
market and realize its goal of sustainable transportation for India.

How customer behaviour changes for tata EV

Improved Experience for Customers:

EV information, including driving behaviors, energy usage, and
charging habits, can provide tailored suggestions for energy-efficient
driving.
Predictive maintenance reduces failures and increases dependability
by utilizing vehicle performance data.
Tata's connected EVs may improve the customer experience by
offering real-time updates on the availability of charging stations,
route optimization, and live car diagnostics.

Efficiency of Operations for Manufacturers:

Information about consumer usage and vehicle performance may
guide product design, resulting in enhanced battery life, optimized
range, and increased vehicle economy.
Production planning and inventory management may be streamlined
using data-driven insights on vehicle components, which lowers costs
and boosts productivity.
Opportunities for Monetization:
Advanced infotainment systems, remote vehicle management, and
premium navigation tools are just a few of the subscription-based
features that Tata Motors can provide.
By providing customized charging plans based on consumption
patterns, partnerships with Tata Power can generate revenue from EV
data.
Third parties, such energy firms or urban planners, may purchase
aggregated, anonymised EV data for use in grid management or
infrastructure construction.

Grid Optimization and Energy Management:

EVs that have the capacity to charge in both directions can return
excess energy to the grid. Both customers and utilities stand to gain
from the mechanisms that Tata Motors can develop to handle this
connection.
Information about charging patterns allows load balancing and
dynamic pricing models, which guarantee grid stability and
economical energy consumption.

Development of Ecosystems:
By using location data to inform the placement of charging stations in
high-demand locations, charging network investments may be
maximized.
By emphasizing patterns in EV adoption, energy use, and
environmental effect, data-driven insights can help government
policies.

Impact on Sustainability:
Tata Motors may utilize data to measure the environmental
advantages of its electric vehicles (EVs), such as the reduction of
CO2, and share these accomplishments with stakeholders and
customers.
techniques, battery consumption and health data may support a
circular economy.

Innovative Mobility Solutions:

Information from EV cameras and sensors can hasten the creation of
autonomous driving systems that are suited to Indian circumstances.
To ensure the best possible vehicle usage, Tata Motors may use EV
data to enhance fleet management for ride-sharing or carpooling
services.

Data from electric vehicles is a vital resource for generating value in

the transportation and automotive industries. By using this data, Tata
Motors can improve customer happiness, streamline operations,
advance sustainability objectives, and open up new income
opportunities. Tata Motors can continue to dominate the EV market
while fostering innovation and long-term success by combining
sophisticated analytics and IoT-driven insights.

CORPORATE STARTUPS

To promote the development and uptake of EVs, Tata Motors, a

pioneer in the Indian EV market, has supported a number of corporate
startups and creative projects within its broader ecosystem. These
programs demonstrate the company's dedication to developing the EV
industry with an emphasis on infrastructure, sustainable solutions, and
technology breakthroughs.

Tata Power - Electric Vehicle Charging Infrastructure:

India's EV charging infrastructure has been actively developed and

expanded by Tata Motors through its parent business, Tata Power.

Batteries and EV Components from Tata AutoComp Systems Ltd.

Automotive systems and components are the core of Tata AutoComp,
a joint venture with Tata Motors. It has contributed significantly to the
EV ecosystem by supplying essential parts like electric drivetrains
and batteries.

Tata Auto Comp Systems Ltd. - EV Components and Batteries

Automotive systems and components are the core of Tata AutoComp,

a joint venture with Tata Motors. It has contributed significantly to the
EV ecosystem by supplying essential parts like electric drivetrain and
batteries.
Tata Mobility - Shared and Connected EV Solutions:

Through Tata Mobility, an innovative division developing connected

EV solutions, Tata Motors has investigated mobility-as-a-service
(MaaS) platforms. Tata Mobility is considering offering EV-based
fleet management services to accommodate logistics and ride-sharing
platforms.

Tata Consultancy Services (TCS) - Digitalization and Smart EV

Technologies:

The digital transformation of Tata Motors' EV activities is mostly

driven by Tata Consultancy Services (TCS). TCS's IT solutions
improve data analytics, customer interaction, and EV production
processes.Together with its numerous corporate startups and partners,
Tata Motors is building an integrated ecosystem that fosters the
expansion of the electric vehicle (EV) market in India. Together, these
projects and entrepreneurs advance cutting-edge EV technology,
improve infrastructure, and offer reasonably priced, environmentally
friendly mobility options. Tata Motors is in a solid position to
continue leading India's electric mobility revolution by cultivating a
robust network of R&D, charging infrastructure, linked technologies,
and supply chain advances.
 FEASABILITY

The assessment of a project or plan's viability, practicality, and

benefits before to devoting substantial resources to its execution is
known as feasibility. To ascertain if a project is feasible and
worthwhile, it entails examining a number of variables, including
technical, financial, operational, and market circumstances.

Feasibility analysis evaluates whether it is feasible and sustainable for

a company or sector to develop, manufacture, and market electric
vehicles (EVs).

To make sure its electric vehicle (EV) projects are viable and
successful, Tata Motors uses feasibility studies. With the use of this
information, Tata Motors is better able to make judgments and match
its plans with emerging technologies, market trends, and
environmental objectives. The following is how Tata EV initiatives
employ feasibility:

Here’s Why It Matters :

 Knowledge of the Market

Identifying Demand: Based on fuel cost reductions,
environmental concerns, and preferences for cutting-edge
technology, this process assesses if there is enough customer
interest and willingness to adopt EVs.
Analyzing rivals helps determine market gaps that EVs can
address and provides insight into how competitors are doing.
2. Cost Effectiveness

 Investing Rationale: Assesses R&D, manufacturing, and

marketing expenses to determine the economic feasibility of EV
production.
 Strategies for Pricing: ensures that, despite the increased initial
costs of batteries and other EV-specific components, the
vehicles can be profitably priced competitively.

3.Validation of Technology

 Technical viability: Verifies that the electric motors,

batteries, and charging systems used in EVs adhere to safety,
performance, and efficiency requirements.
 Infrastructure Requirements: Evaluates grid capacity,
maintenance assistance, and charging station availability, all
of which are critical to EV success.

3.Adherence to Regulations

 Environmental Standards: Assesses if the EV complies with emission

standards and helps to lower carbon emissions.
 Policies and Incentives: Guarantees conformity with tax breaks,
government subsidies, and legislative frameworks that promote the
adoption of EVs.
4. Risk Reduction

 Economic Risks: Identifies possible obstacles that might impact

manufacturing costs, such as fluctuations in the price of raw
materials or economic downturns.
 Market risks: By comprehending customer reluctance, such as
range anxiety or excessive pricing, it lowers the chance that a
product would fail.

5. Risk Reduction
 Economic Risks: Identifies possible obstacles that might
impact manufacturing costs, such as fluctuations in the price
of raw materials or economic downturns
 Market risks: By comprehending customer reluctance, such
as range anxiety or excessive pricing, it lowers the chance
that a product would fail.

6.Sustainability Objectives
 Eco-Friendliness: Evaluates if the EV supports sustainability
objectives including encouraging the use of renewable energy
sources and lowering dependency on fossil fuels.
 Lifecycle Analysis: Assesses how the manufacture, use, and
disposal of EVs affect the environment.
7.Planning for the Long Term and Scalability

 Future Growth: Assesses the EV project's capacity to grow in

order to satisfy rising demand.
 Adaptability: Gets ready for new developments in technology,
such improved battery technology and features for autonomous
driving.
 ANALYSIS

Due to shifting customer choices, environmental concerns, and

technology breakthroughs, the automobile industry is experiencing a
dramatic upheaval. Some of the example’s are as follows:

1.Electric Vehicles

 Change to EVs: In order to comply with legal requirements and

sustainability targets, automakers are switching from internal
combustion engines (ICE) to electric powertrains.
Battery innovation is the creation of cutting-edge batteries such as
sodium-ion, solid-state, and lithium-sulfur to increase cost, charging
speed, and range.
 Infrastructure for Charging: Development of both public and private
charging networks, encompassing wireless charging and ultra-fast
chargers.

2.Driving on autopilot
 Self-Driving Cars: Thanks to developments in machine learning and
artificial intelligence (AI), cars can now carry out activities without the
need for human assistance.
 Autonomy Levels: From completely autonomous cars (Level 5) to
driver assistance systems (Level 1-2), development is underway.
Important Players: Leading innovators in this field include Tesla,
Waymo, and GM Cruise.

3. Connectivity and IoT Integration

 Integration of IoT and Connectivity

Cars with sensors, internet access, and communication systems for
sharing data in real time are known as connected cars.
 Vehicle-to-Everything (V2X): Using V2X technology to improve safety
and traffic efficiency by facilitating communication between cars,
infrastructure, and pedestrians.
Voice assistants, wireless updates, and customized infotainment systems
are examples of features that enhance the in-car experience.
4. Shared Mobility
 Ride-Sharing Services: By lowering individual automobile ownership,
companies such as Uber and Lyft are revolutionizing transportation
through shared vehicle services.
 Models of Auto Subscriptions: Due to its ease and diversity, flexible
subscription-based auto ownership is becoming more and more popular.
Micro-transportation: The rise of electric bicycles, scooters, and other
small-scale urban transportation options.

5. The Circular Economy and Sustainability

 Green Manufacturing: Automakers are implementing environmentally
friendly production techniques, such employing renewable energy
sources and recyclable materials.
 Vehicle Recycling: To lessen waste and the impact on the environment,
concentrate on recycling end-of-life vehicles, particularly EV batteries.
Carbon Neutral Objectives: A lot of businesses have made the
commitment to become carbon neutral by 2030–2040.

6.Advanced Driver Assistance Systems (ADAS)

 Improved Safety: Automatic emergency braking, adaptive cruise
control, and lane-keeping assistance are increasingly commonplace.
AI and Machine Learning: Algorithms improve ADAS functionality,
allowing cars to anticipate and avert collisions.
 Regulations: To lower the number of accidents and fatalities,
governments everywhere are requiring safety measures.

7. Vehicles that are defined by software (SDVs)

 Emphasis on Software: Over-the-air upgrades are increasingly

commonplace as cars transform into software-driven devices.
Customizable Features: After a purchase, drivers may choose whether to
activate or disable features thanks to software.

Such trends are an upheaval in the industry in the direction of better consumer
experience, digital transition, and sustainability. The next generation of mobility
solutions will emerge from a business that put into practice these technologies
and adapts to changing consumer demands.
 CONCLUSION

Tata Motors has thus become a powerful force in India's electric vehicle
segment with innovation and smart market insight and commitment to
sustainability. In essence, Tata's successes in the rapidly growing market reflect
an ability to adapt to the changes in consumer preferences and government
policy, supported by in-house R&D and a holistic approach to value creation.
Tata Motors has been a frontrunner in the adoption of electric motors in India
with a wide and accessible range of electric cars, such as Nexon EV, Tigor EV,
and Tiago EV. In doing so, Tata Motors has set itself as a key partner to the
government in its ambitious plans under the Faster Adoption and Manufacturing
of Hybrid and Electric Vehicles (FAME) scheme. By keeping its pricing
competitive and performance high, the company has facilitated the entry of EVs
into the target market, effectively taking advantage of the low profit margins
within the Indian atmosphere. One distinct advantage of Tata Motors lies in its
synergies with other Tata Group companies-including Tata Power, Tata
Chemicals, and Tata Consultancy Services (TCS), consequent of smooth
integration in charging stations, battery manufacture, and software solutions
through its EV value chain. Tata Power has also been an important player in
expanding the network for EV charging stations so that range anxiety does not
become a barrier for the owners. The importance given to sustainability is
visible in the company's investment in the most recent technology and
environmentally friendly manufacturing techniques. Tata Motors uses state-of-
the-art battery management systems and designs with high energy-efficiency in
order to provide better vehicle performance and longevity. It is consistently
innovative and enjoys a strong R&D pipeline that helps in its continuous
development and competitiveness in the global EV landscape. Tata Motors,
despite being a leader in the automotive industry, faces challenges such as high
battery costs, supply chain constraints, and competition from global automakers
based in India. The proactive approach taken by the company in dealing with
these problems-local manufacturing, partnerships, and aggressive pricing
strategies-embodies its resilience and vision. The Indian government’s zeal for
electrifying the country and increasing customer awareness of electric vehicles
seem to suggest exponential growth in the EV market. Tata Motors stands to
benefit handsomely as the frontrunner. The company has its eyes beyond India,
seeking to target international markets and establishing its stance as a global
leader in EV.

To summarize, through the transition within India, Tata Motors truly stands out
to metamorphosize the Indian transportation sector towards achieving a greener
future. The hybrid vision of quality, affordability, innovation, and sustainability
not only encompasses its dominance in the Indian EV sector but also showcases
its pioneering example for the global sector. On a continued focus, Tata Motors
will continue to stay ahead and possibly lead the EV revolution, making
significant contributions to India's aspirations for a sustainable, self-reliant
future