Santro: The Car That Built A Company

B.V.R. Subbu

Within months of its launch in late 1998, Hyundai Motor India's debut production, the Santro, emerged as a force to reckon with, making a big impact in a small-car market almost monopolized by Maruti Udyog Limited. The first car to be conceptualized and designed for - and then developed and manufactured in - India, the 'Sunshine Car' set the record for the quickest small-car brand to go from zero to one million units sold.

In Santro: The Car That Built a Company, BVR Subbu, who spearheaded much of the Santro's success, reveals its hitherto untold story. Through vivid anecdotes he details the challenges of introducing a new product in a new market, the canny business strategies employed to get the better of rival brands, the unforgettable marketing campaigns that made all the difference - and the thrills of the high-stakes power battles and everyday drama that characterize corporate India.

By turns revelatory, insightful and delightfully engaging, this is a business story with a difference about a car like no other.