Learning outcomes The primary objectives of the case are to enable participants to: Case overview/synopsis The EV industry in India is growing by leaps and bounds. Tata Motors has been a pioneer in both launching EVs and creating an ecosystem for supporting EVs. KVR Automotive, headed by Sujith Ram Parayil, is one among the dealers of Tata Motors in Kerala. Sujith is anxious about the future of the automobile industry, Tata Motors and KVR Automotives, because of the burgeoning challenges and lack of capabilities observed with the onset of EVs in the Indian market. He is worried about maintaining his company’s growth amid the rising competition in this segment. He is seeking ways to seize the early market advantage opportunity in a bigger way. The question that lingers is not survival but growth in the EV segment to retain market share, improve revenue and profitability amid increasing competition and poor infrastructure in the passenger car segment. Complexity academic level This case is suitable for MBA/postgraduate students. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Supplementary Material Teaching notes are available for educators only. Subject code CSS 8: Marketing.
Srivastava et al. (2025) studied this question.