Business Case Studies, Marketing Strategies Case Study, Indian Auto Component Industry

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Case Title:

Indian Auto Component Industry

Publication Month and Year :  July 2009

Authors: Uma Shanker Shastry, T Phani Madhav

Industry: Automobile


Case Code: MM0018

Teaching Note:  Not Available

Structured Assignment: Not Available


Contrary to popular perception that liberalisation stifles the growth of domestic manufacturers, Indian auto components industry has evolved to compete with global companies. During this process of evolution, the industry produced some of the world-class component manufacturers like Sundaram Fasteners and Bharat Forge Ltd. Not just domestic manufacturers, even global giants like Delphi and Visteon have set up their manufacturing bases in India. But the industry had its own challenges in terms of meeting quality norms, sound logistics and the like. These problems were further coupled by the fewer number of tier1 suppliers. Analysts attributed the problems to the nascent state of the industry.

Pedagogical Objective:

  • To highlight the growth of Indian auto components industry in the context of liberalisation
  • To discuss the challenges faced by the industry.

Keywords : Industrial markets; characteristics of industrial markets; Industrial Marketing, Business buying behavior; challenges in industrial markets; Low cost auto components; Indian auto components industry; Original equipment manufacturers, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • Introduction
  • IndianAuto Component Industry – An Overview
  • Class Segregation
  • The New Wave
  • The Quality Drive and its Implications
  • Challenges Ahead

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