1.
A Presentation on FAD products in India (Part I)
Jay Shah, Student (Marketing),
Faculty of Management Studies- Baroda.

2.
1) Daewoo Matiz
Daewoo Motors India Ltd the subsidiary of the ailing South Korean car
maker Daewoo Motor Corp launched Matiz in Indian market in the year
1998. It was rated the most environment-friendly car manufacturer in
India by the Centre for Science & Environment. They had a collaboration
with ICICI Personal Financial Services for enabling car buyers to purchase
Matiz at low interest rates. jayshah316@gmail.com

3.
2) Eureka Forbes Vaccum Cleaner
Eureka Forbes had its reliance on direct sales. Its 8,000 Eurochamps went
from door-to-door conducting demonstrations of its Vaccum Cleaner.
However, with the emergence of gated communities, cold calling as a
strategy discontinued to be effective. It forced the company to seek new
ways of reaching out to customers.
jayshah316@gmail.com

4.
3) Aiwa Televisions
Kabir Mulchandani and
his Baron group gambled
to offer money back on
Aiwa TVs sold/bought
during the World Cup
cricket season reaped
them sensational
dividends.
It was considered the
latest entrant in the
fiercely competitive
color tv market. Aiwa
slid towards bankruptcy
and was purchased by
Sony Corporation in
2002.
jayshah316@gmail.com

5.
4) Reva Car
The Reva Electric Car Company (RECC) launched the REVAi electric
vehicle in the year 2001. The government's inability to implement the
ambitious National Electric Mobility Mission Plan (NEMMP) was a key
reason for the failure of electric vehicles apart from the poor domestic
demand. Reva was acquired by Mahindra & Mahindra in May 2010.
jayshah316@gmail.com

6.
5) Virgin Mobile
Virgin Mobile was India's first national youth-
focused mobile service. It was judged the
"Buzziest Brands of 2009" i.e. the most
searched for brands by surfers, in a survey
carried out by a leading online portal in India.
It also came up with a "Yoyo tariff" which
allowed friends to keep calls between them
free by getting 10p for incoming and paying
10p for outgoing.
Tata Teleservices merged Virgin Mobile India
into its other subsidiary Tata DoCoMo.
jayshah316@gmail.com

7.
6) Maruti Suzuki Estilo
Introduced as a
replacement for the iconic
Maruti Suzuki Zen, the
Estilo was launched as the
Zen Estilo but due to its
bipolar characteristics
compared to its
predecessor, sales figures
were never really anything
to write home about. The
‘Zen’ name too was
dropped. Poor sales
figures were the primary
reason for the Estilo being
axed.
jayshah316@gmail.com

8.
7) TVS Flame
TVS Motor Company launched the revolutionary 125cc Flame in March
2008. They roped-in the Indian Cricket Team Captain M.S.Dhoni to
boost-up the sales but it only picked-up in the rural market. TVS had a
problem Bajaj Automobiles during this phase.
jayshah316@gmail.com

9.
8) Cadbury Bournville
Cadbury relaunched its Bournville brand of dark chocolates in India in
2009 by a campaign with a punchline of “You don’t buy a Bournville you
earn it”. People started associating the Bournville brand with the idea
of earning it but Cadbury ruined the entire brand perception by releasing
an offer of free Bournville with Dairy Milk Silk.
You no longer needed to earn Bournville, you got it for free! What a
waste.
jayshah316@gmail.com

10.
9) Suzuki Hayate
Suzuki Motorcycle India recorded a growth of 22 percent in sales during
the month of May 2012 fueled by the launch of the new mass segment
bike Hayate. But even the lights of the Bollywood star could not help the
declining sales of Hayate.
jayshah316@gmail.com

11.
10) China’s Apple: Xiaomi Smartphones
The Chinese manufacturer entered the Indian market only with its Mi 3
smartphone and so the feat is quite impressive. Xiaomi was panned for
creating hype and artificial scarcity with claims to go out of stock in a few
seconds. It stopped selling its flagship Mi 3. Xiaomi had few patent issues
with Ericsson which may have affected its image.
jayshah316@gmail.com

12.
Thank you 
FAD products in India (Part II) will be updated soon.
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Did I missed something?
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Jay Shah,
Student (Marketing),
Faculty of Management Studies- Baroda.