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100			_aDhote, T., _938633
245			_aMahindra Electric Cars: Challenges of Driving a Revolution in the Indian Market
300			_a35-46 p.
520			_aSmall cars accounted for 75% of the cars sold in India; electrification of these cars and making them affordable was one of the major challenges apart from the infrastructure. Hence, leading automakers saw this as highly impracticable. However, Mahindra Electric Cars Pvt. Ltd., India’s only electric car maker, firmly believed that electric mobility, though in the nascent stage, is the future of the automotive sector. The case tries to deals with Mahindra Electric Cars Pvt. Ltd.’s opportunities and challenges, the pioneers in electric mobility in India in the wake of government decision. It raises certain imperative questions like: Is the Indian market ready for electric cars? What will be the likely impact on the current market scenario? Can the automaker create a favourable perception in consumers’ minds towards electric cars? Will this new category thrive in a hyper-competitive conventional market? This case is written based on insights provided by the company. The case authors interacted with the four-member Mahindra team in Bangalore, India, and got first-hand input.
653			_aElectric cars,
653			_aIndian market,
653			_amarketing,
653			_a marketing mix
700			_a Chaitanya P.K., _938634
710			_aMandot, J _938635
773	0		_026021 _982609 _aSHAIKH, SHAZIB _bmaharashtra _dSage Publication NEW DELHI _o55513475 _tAsian Journal of Management Cases _x0972-8201
942			_2ddc _cCS
999			_c54793 _d54793