Tata's Chief Commercial Officer discusses how the Punch captured first-time buyers, the evolution of India's entry car segment, pricing pressures, feature expectations, and strategic gaps in affordable EVs and clutchless vehicles.
19 Jan 2026 | 173 Views | By Prerna Lidhoo
In this conversation with Prerna Lidhoo, Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility, breaks down why the Tata Punch has struck such a strong chord with first-time car buyers, who now account for nearly 70% of its customer base.
The discussion explores how changing buyer expectations, rising ...
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In this conversation with Prerna Lidhoo, Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility, breaks down why the Tata Punch has struck such a strong chord with first-time car buyers, who now account for nearly 70% of its customer base.
The discussion explores how changing buyer expectations, rising feature demand and tight price sensitivity are reshaping India’s entry and compact car segments. Srivatsa explains the challenges of retaining an acceptable price point for first-time buyers, the role of design and product definition in differentiation, and why the traditional hatchback market needs reinvention.
The conversation also touches upon emerging trends such as clutchless driving adoption, overlaps between Tata’s own models, gaps in the entry EV space, and how consumer upgrading behaviour has evolved post GST changes.
Together, these insights offer a clear view into how Tata Motors is navigating affordability, features and future readiness in one of India’s most competitive car segments.
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