Brands for refined aristocrats: jaguar and land rover
The Hindu Business Line — March 27, 2008

Riyhad Kundanmal and Rishad Kundanmal, directors at Ocean Crest Marine, drive a Jaguar bought in 1946 by their father. “My brother Rishad and I own two Jaguars — he owns the Mark IV model and I own a Jaguar Sovereign. We use these cars every day and find them to be beautiful, elegant and timeless,” says Riyhad Kundanmal. He feels since these cars are special because the British have given the world some of its best cars.

Like the Kundanmals, big names in business and entertainment own this iconic brand. Actor Hrithik Roshan was gifted a Jaguar by his father Rakesh Roshan some time back. Director Shekhar Kapur and actor Jackie Shroff also have owned Jaguars. Corporate czar Anil Ambani owns a Range Rover. There are not too many owners of these cars in India. “There could be about 50 Jaguar owners and 200 Land Rover owners in India,” says Hormazd Sorabjee, editor, Autocar India. The price range of the models is Rs 40 lakh-Rs 1 crore, he adds.

Santosh Desai, CEO and managing director of Future Brands, says there is a classical touch to the brands. “These brands have a certain amount of pedigree. There is a distinct element of grace and refinement as well,” he adds. Extending his understanding of the brands to the target profile of their owners, Desai says since these are understated labels, their consumers would be people who want a subtle form of luxury. They do not feel the need to make a splash.