NEXA has failed Maruti Suzuki

Despite new models and an increasing footprint, the premium sales channel has done little to help the country’s largest car manufacturer transition to segments with higher profitability.

In April 2015, Kenichi Ayukawa, managing director and CEO of Maruti Suzuki India, at a glitzy event to launch the company’s premium NEXA sales channel, outlined the reason behind the shift in the hitherto small car and volume-focused company: “The Indian market and society is rapidly changing and new segments of customers are emerging. We have to take new initiatives to meet diversifying expectations from our customers. The mission of NEXA is to offer innovative value and direction so that we can adequately respond to the new segments of Indian customers and offer them the experience which they value.” 

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Ujval Nanavati

Ujval leads our Business vertical at The Morning Context. In a corporate career spanning 14 years, he has worked across startups, consulting firms, multinational corporations and large Indian companies, including India Infoline, ICICI, KPMG, Tata Steel and Jubilant Pharma. Ujval has been a freelance writer and trainer for eight years, with bylines in Forbes India and The Economic Times.

Editor, Business