Abstract
An Indigenous endeavor of a business tycoon shielded with a marvelous ethical cause resulted in a revolution in the automobile industry. This dream project situated in Sanand on a 450 hectare complex comprised of five sections like Press shop, Weld shop etc. State of the art automation was employed. The dream project came true but got distorted under an uncanny catastrophe. It was finally the serenity of the brand and its external communication strategies that withstood the odds to some extent yet in a volatile market and fluctuating buyer's penchants the strategy to survival is correct positioning. Tata Nano is an instance of positioning and repositioning where both tactics were futile. In the present case the author proceeds through a thorough analysis of external communication and positioning strategies of the ‘People's Car’ and impact on customer psychology
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