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 NEW PRODUCT DEVELOPMENT
TATA NANO
Submitted by :- Adhiraj Sengupta - 907Amit Kumar Madaan - 911Arif Masud – 918Avinash Kumar – 920Chaman Rai – 925Kushagra Charan - 935
 
 
IDEA GENERATION
So , how did TATA known for making lumbering trucks come out with a “cuteas a bug “ car that its rivals could not built to a target price of 1 lakh?
“
 In India , a middle class family would travel by scooter in the classic, death-defying Indian fashion. The father would drive with his son on the floorboard in front of him and the mother seated pillion, cradling her infant daughter in her arms. In India at that time, CARS for a young family were far out of reach and is still the same
.”-
Ratan TataIt all started with a dream which was translated into a reality on the 10
th
of January, 2008 at the Auto Expo, Delhi.The concept behind the creation of the People’s Car was to fill the status voidthat was felt by the middle class families.
IDEA SCREENING
The next step was the screening of idea. How is this dream possible? Whatshould they make?
A scooter with two extra wheels at the back for better stability?
An Auto-rickshaw with four wheels?
A three wheeled car like a closed auto- rickshaw??
A four wheeled car made of Engineering Plastics?
 
A Four wheeled rural car?
Rolled up Plastic curtains in place of windows?
Openings like Auto rickshaws from the side
A four wheeled open car with safety side bars?But the market wanted a car and if they build a people’s car it should be a carand not something that people would say,“ Ah! That’s just a scooter with fourwheels or an auto-rickshaw with four wheels & not really a Car.”Trying to build a car cheap enough for motorcycle buyers seems to make sensenow but seemed crazy several years ago when Ratan Tata, longtime chairman of Tata Motors , first mentioned his dream of building a one-lakh car in 2003."They are still saying it can't be done," he says, insisting that it can and will.After we get done with it, there will hopefully be a new definition of low-cost."
CONCEPT TESTING AND DEVLOPMENT
Before starting the project, Wagh did something no one at Tata Motors everhad: He talked to customers. The three-wheeler men inevitably insisted on acheap, dependable truck that could go from village to market carrying, say, aton of onions or potatoes, one night, as sunset approached, Wagh stuck with onerickshaw driver. He says, "I kept asking the question. Why? Why? Why do youwant a four-wheeler?" Wagh remembered. Finally, he got the real answer. Itturned out it wasn't really a problem of transportation of vegetables “If I had a
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