Baldi said, "India's young population is affluent and dynamic, the environment is just right." Aventador LP 700-4 by Lamborghini was launched in India in November, priced at 36.9 million rupees($693,000). More than 20 Aventadors were ordered in India and the buyers have to wait for 18 months to take delivery. Earlier, Honda Accord or Toyota Camry was measured as a luxury car in India and small, cheap cars like Maruti Suzuki Alto were priced at 2,32, 247. Mariwala said, "There is a distinctive shift happening. People are jumping segments...from a Honda Civic into a Mercedes Benz E-class." Mariwala sold around 100 Mercedes vehicles a month from his four Mumbai showrooms. Not only do India's biggest cities demand for luxury cars but demand goes well beyond it. BMW sells around 70 percent cars in Mumbai and Delhi and is now coming up with 36 new showrooms in smaller cities. Around 150 Mercedes-Benz cars were ordered by the residents of Aurangabad in 2010. According to global research firm McKinsey & Co, India has annual incomes of more than $36,000 with 2 million households. Also, a rise of around 8-10 million household by 2015 is expected, which will keep country's economic growth on track. Rajat Dhawan, partner at McKinsey in India, said, "The mindset of the luxury autos customer has shifted from being a discreet buyer who wants to stay under the radar to someone who is not shy of flaunting their wealth. This trend will further accelerate...It is one of the biggest things you can have to flaunt that you have arrived." BMW was rewarded as the Best Luxury Car for the Year 2011, selling 7,079 vehicles in contrast to 6,670 for Mercedes. Both the companies target to sell 10,000 cars this year. But India is still behind when compared to China, where Mercedes and BMW sold a combined 3,20,000 vehicles in the first nine months of 2011. Taxes of up to 110 percent levied by the government on imported luxury goods mean supercars bought in Mumbai are far more expensive than those bought in Monaco. With increasing demand, manufacturers can cut down the tax to 40 percent on domestically assembled models. According to dealers, monetary policies by Central Bank have cut down the demand as financing costs rise. The imported models turned more costly as the value of rupee fell by 16 percent in 2011. Crowded, pot-hole scarred roads and the lack of a robust highway network are also a few reasons why carmakers consider India as a drawback in this sector.