TaMo to rebrand its small CVs to claw back mkt share

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Tata Motors, commercial India's largest vehicle maker whose mini truck Tata Ace has long been synonymous with the segment, is now looking at ways to rebrand its SCV (small commercial vehicle) business to capture share it has lost to rival Mahindra & Mahindra and Ashok Leyland, even as the segment itself has shrunk in the first three quarters of the fiscal, due to the high base of the last financial year, when the segment had grown 27% year-onyear.

Now, Tata Motors is taking a more B2C (business-to-customer) focused approach to claw back share in the business. "We need to increase market share in this segment. We need to respond to the fact that it's (small commercial vehicles) a B2C business rather than a B2B (business-to-business) business and that'll have new facets in terms of how to build the brand, how to build the entire product offering which is more consumer facing rather than a B2B kind of a thought process," P.B. Balaji, group CFO, said.