Skip to main content Accessibility help
×
Home
Hostname: page-component-888d5979f-22jsc Total loading time: 0.218 Render date: 2021-10-26T09:45:52.279Z Has data issue: true Feature Flags: { "shouldUseShareProductTool": true, "shouldUseHypothesis": true, "isUnsiloEnabled": true, "metricsAbstractViews": false, "figures": true, "newCiteModal": false, "newCitedByModal": true, "newEcommerce": true, "newUsageEvents": true }

1 - The Limits of Industrialisation

Published online by Cambridge University Press:  23 October 2018

Tom Barnes
Affiliation:
Australian Catholic University, Melbourne
Get access

Summary

There are few people as famous in contemporary India as sporting great Sachin Tendulkar. So, for German luxury vehicle manufacturer BMW, the decision to hire Tendulkar as a brand ambassador represented a major foray into India's vast and rapidly-expanding automobile market.

While not among the largest vehicle manufacturers in the country, BMW's passenger cars and Sports Utility Vehicles (SUVs) represent an upmarket product range for a small minority of affluent, aspiring buyers. This growing consumer base has emerged in a country where, just a single generation ago, any model of passenger car was considered a rare luxury. Even today, cars represent rare opulence for the tens of millions of Indians who continue to live and work in poverty.

Nevertheless, BMW's Indian manufacturing operations and extensive marketing, spearheaded by Tendulkar, signify something important about the transformation of Indian society and its economy over the last quarter of a century. It suggests that there is a growing market for foreign-branded luxury consumption.

BMW has recently taken steps to align itself with the ‘Make in India’ initiative, which was announced by Prime Minister Narendra Modi in September 2014 to market India as the global ‘destination of choice’ for Foreign Direct Investment (FDI) in manufacturing. In 2015, BMW announced plans to increase locally-manufactured content in its cars and SUVs from 20 per cent to 50 per cent and openly identified with Modi's industrial policy agenda (Subramaniam, 2015).

To help promote this decision, BMW marketed a video with Sachin Tendulkar, tagged on social media as ‘#SachinMakingBMW: Legendary sportsman Mr. Sachin Tendulkar marked the occasion in a unique way by assembling a BMW 5 Series using parts from Indian auto component suppliers’ (BMW India, 2015). This video encapsulates much of the face of Indian automobile production today, including branded luxury consumption, celebrity glitz and social emulation. It also demonstrates how these features of the industry are complementing efforts by local states to encourage the world to set-up new bases for mass production and consumption across India.

Type
Chapter
Information
Making Cars in the New India
Industry, Precarity and Informality
, pp. 1 - 35
Publisher: Cambridge University Press
Print publication year: 2018

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

Send book to Kindle

To send this book to your Kindle, first ensure no-reply@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about sending to your Kindle.

Note you can select to send to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be sent to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

  • The Limits of Industrialisation
  • Tom Barnes, Australian Catholic University, Melbourne
  • Book: Making Cars in the New India
  • Online publication: 23 October 2018
  • Chapter DOI: https://doi.org/10.1017/9781108380836.001
Available formats
×

Send book to Dropbox

To send content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about sending content to Dropbox.

  • The Limits of Industrialisation
  • Tom Barnes, Australian Catholic University, Melbourne
  • Book: Making Cars in the New India
  • Online publication: 23 October 2018
  • Chapter DOI: https://doi.org/10.1017/9781108380836.001
Available formats
×

Send book to Google Drive

To send content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about sending content to Google Drive.

  • The Limits of Industrialisation
  • Tom Barnes, Australian Catholic University, Melbourne
  • Book: Making Cars in the New India
  • Online publication: 23 October 2018
  • Chapter DOI: https://doi.org/10.1017/9781108380836.001
Available formats
×