January 4, 1999

TATA INDICA
Swadeshi on Wheels

The year-end launch could see this desi sizzler of a car score big, with several state-of-the-art features and a smart pricing strategy.

The small car with smooth Italian lines isn't just a statement for Ratan Tata, one he is banking on to save face for his flagship company, TELCO. Tata's pet project is also being seen as a statement for India, a practical swadeshi effort to take on and beat back the onslaught of the Hyundais, Daewoos, Fords, Toyotas and the Suzukis of the world.

Indica is all this. It does 0-140 kmph in a few heartbeats, an easy glide on the test track. But its biggest test lies ahead this February when it will go on the road, bumper to bumper with the competition in a comatose market . The country bought the idea of the car ever since it was unveiled at an auto show early last year. People almost stampeded to glimpse India's answer to the world, and an answer too, to the workhorse India has adopted as its own: the Maruti.

The Tatas have built a reputation by taking the best international concepts and adapting them for India. The Sumo -- ignore unkind comments on its shape -- is one such effort. The sleek Safari is the other. But none of them has the country's name riding on it. Indica does.

© Living Media India Ltd