The Maruti Story: How a Public Sector Put India on Wheels

'An extraordinary and rare insight into how a few determined entrepreneurs created an icon...' — C. K. Prahalad

The targets were stupendous and considered unachievable by almost everyone. Slightly over two years to find a suitable partner, finalize all legal documentation, get governmental approval to these agreements as well as to the investment proposals, build a factory, develop a supplier base to meet localization regulations, create a sales and service network, and develop and launch a people's car that would sell 100,000 a year, in a sector where Indian expertise was limited. And to do this as a public sector company, having to follow all governmental systems and procedures, and having to please both its masters in the government and Suzuki Motor Corporation.

However, the Maruti project succeeded, and in ways that were unimaginable in 1983. The car revolutionized the industry and put a country on wheels. Suddenly, ordinary middle-class men and women could aspire to own a reliable, economical and modern car, and the steep sales targets were easily met. Twenty-six years later, the company, now free of government controls and facing competition from the world's major manufacturers who have entered the Indian market, still leads the way. Not only that, cars made by Maruti can be seen in all continents.

By any yardstick, it is an incredible story, involving grit, management skill and entrepreneurship of a high order. R.C. Bhargava, who was at the helm of thecompany, and is currently its chairman, co-writing with senior journalist and author Seetha, shows how it was done in this riveting account of a landmark achievement.

PRAISE OF THE BOOK
'The industrial development of India during the last forty years needs to be discussed in greater detail. The story of Maruti is inextricably linked with the emergence of India's manufacturing and industrial capabilities. R.C. Bhargava provides an extraordinary and rare insight into how a few determined entrepreneurs created an icon, navigating through the complex interplay of political ideology, bureaucratic influence, access to technology and entrepreneurial persistence. This well-documented insider's account is a must read for those who want to understand the process of India's industrial development.'
- C.K. Prahalad, Paul and Ruth McCracken Distinguished University Professor, Ross School of Business, University of Michigan

'A new industrial revolution and resurgence in India began with the birth of Maruti. It took time to understand the full, long-term implications in terms of not only automotive industry development and growth but also engineering, manufacturing and services. All of this unfolded with the growth of Maruti. R.C. Bhargava, an exceptional thought leader, administrator and manager—who has been with Maruti from its start and is now its chairman—has put together the Maruti story, which needs to be read by everyone interested in industrial development in India.'
- Tarun Das, Former Director-General, Confederation of Indian Industry

ISBN: 9788172237806
Format: Hardback
Extent: 408 pages
On Sale: March 2010



About the author
R.C. BHARGAVA joined the Indian Administrative Service in 1956. After an eventful tenure, during which he had postings in Uttar Pradesh, Jammu and Kashmir and in the Central government, he was deputed to BHEL as its commercial director in 1979. In 1981, he moved to Maruti Udyog Limited, retiring from the IAS shortly thereafter. He was appointed managing director of MUL in 1985. In 1990, he also assumed the responsibility of chairman of the board. Except for a few years following his retirement in 1997, he has continued to be closely associated with the company, from 2007 as chairman once again.

Mr Bhargava is on the boards of a number of leading Indian companies across a diverse range of sectors. He has also been providing advisory and consultancy services to several Indian and foreign companies, and is actively involved with the Confederation of Indian Industry.

SEETHA is a Delhi-based senior journalist and the author of The Backroom Brigade: How a Few Intrepid Entrepreneurs Brought the World to India. She has over twenty-five years of experience in reputed publications that include The Times of India, Sunday Mail, Economic Times, Business World, Business Today and DNA. She is currently a contributing editor with The Telegraph, Kolkata.