We are offering a variety of features while keeping a tight leash on costs. For Mirchandani, packaging holds the key in the market where technology is flat. And his package is built around features which enhance the auditory experience. For most Indians, sound is the equivalent of mirch masala in food. And buyers, Onida believes, do not mind paying a premium for such hooks.
Most rivals dismiss the move.
This was made possible by the fact that a large set of people chose the more expensive Zen or Santro over the cheaper Maruti 800 as their first car. However, Sundar does not rule out price cuts should things get tight. And giving him the option of dropping prices is the second part of Mirchandani's gameplan. That will mean different sales teams will peddle Onida and Igo. Eventually, Igo too will retail through this channel.