Since the late 1960s, it has been the philosophy and vision of J.R.D. Tata to produce an indigenous Indian car for the masses. Telco was already a huge success in the heavy commercial vehicles segment and its entry into the light commercial vehicles group was a natural progression. Here, too, the company had its share of competition but as always, the Tata Group’s hard work and sincere efforts paid dividends. "After the positive response to those segments, we were ready to enter the car business," says Dube. "The genesis of the car business unit dates back to the early ‘90s. India had opened its doors to global competition and we knew what we were getting into. Based on our experience and superior technology, we launched Tata Sierra and Tata Estate in 1991. After getting a feel of the market sentiment, we launched Tata Sumo in 1994 and Tata Safari in 1998. All these vehicles got a good response in the market, but we were not satisfied with just being good. Nowadays customers are not happy with products that are ‘just good’, they need a very good product in line with global standards and the market scenario. In our country, buying a car is the second most important decision taken in a household. Cities are getting crowded and the masses are looking for a vehicle that is easy to drive and park and is safe and fuel-efficient. While designing Tata Indica V2, these were the priority areas."

It was the first time that Telco was entering the volume car business. Like all big ventures, this too was met with a lot of criticism in the beginning. "The thought behind Indica V2 was this — if India could make its own satellite, why not a car? The spirit of entrepreneurship, belief in our engineers and a commitment to build India’s own car guided us along our venture," adds Dube. Today Indica V2 with its 1,400cc engine has the highest fuel-efficiency in its class. This factor along with enough interior space to seat large families comfortably and a 980 kg rigid steel body for safety has created a tidal wave in its segment and fulfilled the needs of the customers as well. The buyers are being pampered thoroughly by inducting them into the Indica club — they can avail themselves of all its privileges. Thus Telco fulfils the promise of extending customer confidence beyond the purchase of the car.

Companies with a conscience always endeavour to deliver the best and more. The latest from the Tata stable, Indigo, has also made heads turn. "Indigo has taken us to an area where we have not played in before. The sedan segment in India is a very popular market segment. Beyond the volume, there is the visibility factor," says Dube. The road ahead seems and express highway but Dube in his charismatic style and modesty reiterates, "There is plenty to do, but I think we are headed on the right road."