This ride into the C-segment faced challenges on various fronts. The first challenge was to create an image would be distinct from the Indica and reflect the needs of the sedan buyer. The first requirement for this was a name for the new offering. Given that the luxury car reflected the aspiration of a country on the go, the name chosen was the Indigo-India on the Go.

The class leading product advantages with regards to interior space and suspension, of the Tata Indigo, were the perfect anchor for the promise of luxury and indulgence. The creative route chosen was ‘Comfort that indulges you’ - Spoil yourself.

The Indigo became a success story right from the day of its launch. Within months, it became the category leader. Competition soon resorted to price-offs and offers to arrest falling market shares. Discounts on brands ranged from between Rs.70,000 to Rs. 1,00,000.

The objective was to build on the existing equity and strengthen the proposition. Indigo very clearly stands for Comfort and Luxury. The Indigo became the top seller in its segment continuously for the first two years and the fastest to cross the 50,000 sales milestone.