Brand Story

Oatly: Revolutionizing the Dairy Industry

Published

1 year ago

July 2, 2024

Oatly, a brand that has become synonymous with plant-based milk, has revolutionized the way we perceive and consume dairy products. Founded in the early 1990s, Oatly has transcended its humble beginnings to become a global phenomenon, challenging traditional dairy norms and inspiring a shift towards sustainable and ethical food choices.

Oatly’s rise to prominence can be attributed to its unwavering commitment to creating high-quality, delicious, and environmentally responsible products. By harnessing the power of oats, a naturally abundant and sustainable ingredient, Oatly has developed a range of dairy alternatives that not only cater to diverse dietary preferences but also address the growing concerns surrounding the environmental impact of traditional dairy farming.

As we delve into the remarkable success story of Oatly, we uncover a brand that has masterfully navigated the challenges of disrupting a well-established industry, captivating consumers with its innovative products, and leaving an indelible mark on the global food landscape.

The rise of plant-based milk alternatives

The demand for plant-based milk alternatives has been steadily increasing in recent years, driven by a multitude of factors. Consumers have become increasingly conscious of their dietary choices, seeking options that align with their health, ethical, and environmental values. Additionally, the prevalence of lactose intolerance and dairy allergies has further fueled the need for alternative milk sources.

Plant-based milk alternatives offer a versatile and sustainable solution, catering to diverse dietary preferences while addressing the environmental concerns associated with traditional dairy farming. From almond and soy milk to coconut and rice milk, the market has witnessed a proliferation of options, each with its unique flavor profile and nutritional benefits.

Oatly’s emergence as a leading player in this burgeoning market can be attributed to its innovative approach and commitment to creating a product that not only meets consumer demands but also exceeds expectations in terms of taste, texture, and environmental responsibility.

Credit: Oatly youtube

Oatly’s journey: From humble beginnings to global success

Oatly’s journey began in the early 1990s, when a group of researchers at Lund University in Sweden set out to develop a plant-based alternative to cow’s milk. Their goal was to create a product that could provide the same nutritional benefits as dairy milk while addressing the growing concerns surrounding lactose intolerance and the environmental impact of traditional dairy farming.

Through extensive research and experimentation, the team discovered the potential of oats as a viable and sustainable alternative to dairy. Oats, a crop abundant in Sweden, offered a unique combination of nutrients, including fiber, protein, and healthy fats, making it an ideal base for a dairy-free milk alternative.

Initially, Oatly’s products were primarily targeted towards the Swedish market, but as word of their innovative and delicious offerings spread, the brand quickly gained international recognition. In the early 2000s, Oatly began expanding its operations, establishing partnerships and distribution channels across Europe and beyond.

Today, Oatly is a global powerhouse, with its products available in over 20 countries across Europe, North America, and Asia. The brand’s meteoric rise can be attributed to its unwavering commitment to innovation, sustainability, and creating products that resonate with consumers seeking healthier and more environmentally conscious options.

Oatly’s unique approach to marketing and branding

One of the key factors contributing to Oatly’s success is its unique and unconventional approach to marketing and branding. From the very beginning, the company has embraced a bold and irreverent tone, challenging traditional advertising norms and capturing the attention of consumers with its witty and thought-provoking campaigns.

Oatly’s marketing strategy is rooted in transparency, authenticity, and a deep understanding of its target audience. The brand has masterfully tapped into the growing consumer demand for products that align with ethical and sustainable values, positioning itself as a champion of environmental responsibility and animal welfare.

Oatly’s packaging and branding are equally distinctive, featuring quirky designs and playful messaging that resonate with consumers seeking a refreshing and relatable brand experience. The company’s bold and unapologetic approach to marketing has not only helped it stand out in a crowded market but has also fostered a strong emotional connection with its loyal customer base.

The Oatly effect: How the brand disrupted the dairy industry

Oatly’s impact on the dairy industry has been nothing short of seismic. By offering a delicious and sustainable alternative to traditional dairy products, the brand has challenged long-held assumptions and sparked a revolution in consumer behavior.

Oatly’s success has not only inspired other companies to explore plant-based alternatives but has also forced traditional dairy producers to adapt and innovate. Many established dairy brands have begun to diversify their product offerings, introducing their own plant-based milk alternatives in an attempt to capture a share of the rapidly growing market.

Moreover, Oatly’s commitment to sustainability and ethical practices has raised the bar for the entire industry, prompting a broader discussion about the environmental impact of dairy farming and the need for more responsible and sustainable practices.

Oatly’s sustainable and ethical practices

Sustainability and ethical practices are at the core of Oatly’s brand ethos. From the sourcing of its ingredients to the production and distribution of its products, the company has implemented a comprehensive approach to minimize its environmental footprint and promote ethical business practices.

Oatly sources its primary ingredient, oats, from sustainable and responsible suppliers, ensuring that its products are not only delicious but also environmentally friendly. Additionally, the company has implemented various measures to reduce its carbon footprint, such as utilizing renewable energy sources and optimizing its transportation and logistics operations.

Oatly’s commitment to ethical practices extends beyond its environmental initiatives. The company has been a vocal advocate for animal welfare, promoting a plant-based lifestyle and challenging the traditional practices of the dairy industry. Oatly’s products are certified vegan, ensuring that no animal-derived ingredients are used in their production.

Furthermore, Oatly has fostered a culture of transparency and accountability, regularly publishing sustainability reports and engaging with stakeholders to address concerns and implement best practices.

Oatly’s product range and innovation

Oatly’s product portfolio is a testament to the company’s commitment to innovation and meeting the evolving needs of consumers. While the brand’s flagship product, oat milk, remains the cornerstone of its offerings, Oatly has continuously expanded its range to include a variety of dairy alternatives.

From creamy oat-based yogurts and ice creams to spreadable oat-based alternatives to butter and cream cheese, Oatly’s products cater to a wide range of dietary preferences and culinary applications. The brand’s commitment to innovation has also led to the development of specialized products, such as barista-grade oat milk specifically designed for use in coffee beverages.

Oatly’s dedication to research and development has enabled the company to stay ahead of the curve, continuously improving the taste, texture, and nutritional profile of its products. By leveraging cutting-edge technology and collaborating with industry experts, Oatly has been able to create products that not only meet but exceed consumer expectations.

Oatly’s global expansion and market presence

Oatly’s success has transcended national boundaries, with the brand establishing a strong presence in markets around the world. From its humble beginnings in Sweden, Oatly has expanded its operations to multiple countries, including the United States, Canada, the United Kingdom, Germany, and China, among others.

The brand’s global expansion strategy has been driven by a combination of strategic partnerships, targeted marketing campaigns, and a deep understanding of local consumer preferences and market dynamics. Oatly has forged collaborations with major retailers, food service providers, and influential figures in the culinary world, further solidifying its position as a leading player in the plant-based dairy alternative market.

Oatly’s global presence has not only increased its brand visibility but has also enabled the company to tap into new markets and consumer segments. By adapting its products and marketing strategies to cater to local tastes and preferences, Oatly has successfully navigated cultural and regulatory differences, establishing itself as a trusted and beloved brand worldwide.

Oatly’s impact on consumer behavior and the future of the dairy industry

Oatly’s success has had a profound impact on consumer behavior and the broader food industry. The brand’s ability to create delicious and sustainable dairy alternatives has inspired consumers to rethink their dietary choices and embrace plant-based options.

As consumers become increasingly conscious of the environmental and ethical implications of their food choices, Oatly’s products have emerged as a viable and attractive alternative to traditional dairy products. The brand’s commitment to transparency, sustainability, and animal welfare has resonated with consumers seeking products that align with their values and beliefs.

Furthermore, Oatly’s success has sparked a broader conversation about the future of the dairy industry. As consumer demand for plant-based alternatives continues to grow, traditional dairy producers are being forced to adapt and innovate to remain competitive. This shift has the potential to drive positive change within the industry, encouraging more sustainable and ethical practices while fostering innovation and diversification.

Conclusion: Oatly’s continued success and its role in shaping the future of food

Oatly’s remarkable journey from a small Swedish startup to a global powerhouse in the plant-based dairy alternative market is a testament to the power of innovation, sustainability, and consumer-driven demand. The brand’s success has not only disrupted the traditional dairy industry but has also inspired a broader shift towards more conscious and responsible food choices.

As the world grapples with the challenges of climate change, resource scarcity, and the ethical implications of traditional farming practices, Oatly’s commitment to sustainability and ethical practices positions it as a leader in shaping the future of the food industry.

Looking ahead, Oatly’s continued success will depend on its ability to maintain its innovative edge, adapt to evolving consumer preferences, and remain steadfast in its commitment to sustainability and ethical practices. By doing so, the brand has the potential to not only solidify its position as a leader in the plant-based dairy alternative market but also to inspire positive change across the entire food industry.Embrace the plant-based revolution and experience the delicious and sustainable offerings from Oatly. Discover a world of dairy alternatives that not only satisfy your taste buds but also align with your values of environmental responsibility and ethical practices. Join the growing community of conscious consumers by incorporating Oatly’s innovative products into your daily routine. Visit [Oatly’s website](https://www.oatly.com/) today to explore their diverse range of oat-based dairy alternatives and be a part of the movement shaping the future of food.

Brand Story

MAGGI’s Environment Day Campaign Blends Humor and Impact with ‘Fridge Follies & Clothesline Capers

Published

2 months ago

June 10, 2025

thecoverstory

Of Fridge Follies and Clothesline Capers; MAGGI launches thought-provoking campaign on Environment Day

Just like the blue dustbin for MAGGI wrappers, everything has its place. This World Environment Day, MAGGI is delivering this simple, yet important message in its new campaign. The campaign drives home this message through a series of playful yet thought provoking visuals. Each scene gently points out how things “feel out of place” when kept in places where they do not belong – shoes in a refrigerator, sunglasses in a microwave oven and laptop on a clothesline.

The film reinforces MAGGI’s sustainability initiatives by showcasing its efforts to responsibly manage its plastic footprint. It highlights how the brand collects and recycles the same amount of plastic it uses for its packaging. The film is a part of the larger campaign “2-minute desh ke naam” which encourages consumers to take small yet meaningful steps every day towards responsible waste disposal.

Ms. Rupali Rattan, Head, Foods business, Nestle India, said, “For many decades, MAGGI has been a cherished part of Indian households — a connection we value deeply. This campaign encourages a positive behavioural shift that can lead to long-term positive impact. With this campaign, we urge everyone to take a small step — starting with just two minutes of mindful action each day so that we can responsibly collect and dispose for rightful re-use of waste.”

As one of India’s most loved brands, MAGGI continues to champion the message of sustainability through innovation and responsible action. This World Environment Day, MAGGI renews its commitment to driving awareness around plastic waste management – reminding us all that the journey to a cleaner planet begins with small steps.

Automotive

Harrier.ev unleashes a Bold New League of SUVs

Published

2 months ago

June 10, 2025

thecoverstory

~ India’s most powerful homegrown SUV, launched at ₹ 21.49 lakh*

Key Highlights

Experience Supercar-like performance
- With dual motor power of 158 PS (116 kW) at the front, and 238 PS (175 kW)
- 504 Nm torque from the dual-motor setup
- 0–100 km/h in segment-best 6.3 seconds
- Powered by a 75 kWh battery, giving 250 km worth of range with a 15 minute charge
Enjoy Go-Anywhere off-road capability an SUV has to offer
- Get the ultimate off-road experience with the Quad Wheel Drive system
- Impossible is nothing with Six terrain modes, giving the confidence to go everywhere
- View around and under with the Transparent Mode
Savor Indulgent Technology and Luxurious Comfort like never before
- Float on the Ultra Glide Suspension with Frequency Dependent Damping for exceptional handling & ride comfort
- Boasting of World’s first: 36.9cm (14.53″) Cinematic Infotainment Screen by Harman powered by Samsung Neo QLED, which is the world’s 1st Neo QLED automotive display, JBL Black 10 speaker system with JBL audio modes and Dolby Atmos – for a Theatre Maax Experience
- Backed by convenience in your hands with e-Valet, Digi Access, and DrivePay
Brings together superlative power, the ability to explore freely, and features from the luxury segment at the price of an ICE powered high SUV
Introduces lifetime warranty on the battery pack for a carefree ownership experience

Tata Motors, the leader of India’s electric vehicle revolution and the nation’s leading SUV manufacturer, today launched the Harrier.ev – India’s most powerful, most capable, and most intelligent SUV yet. Crafted to embody the SUV of tomorrow, the Harrier.ev ushers in a new mindset—where capability meets sophistication. It’s an SUV, that doesn’t make you choose between adventure and indulgence; it delivers both. From conquering untamed terrains to gliding through urban landscapes, the Harrier.ev envelops every journey in a cocoon of unmatched luxury. With 504 Nm torque and a QWD dual-motor, the Harrier.ev is the best homegrown SUV in India, yet. Available in four striking colour options, the Harrier.ev starts at an introductory price* of ₹ 21.49 lakh.

Powered by the next-gen acti.ev+ pure EV architecture, it’s an SUV in a league of its own – capable of super-sprinting from 0-100 km/h in just a segment-best 6.3 seconds with boost mode. Its six advanced terrain modes coupled with exceptional ground clearance allows the Harrier.ev to decimate roads less travelled, all while its occupants indulge in opulent luxury inside the Zenith Suite, aided by an advanced collection of features that are not just segment-first or industry-first, but even world-first. It is the most intelligent SUV created by Tata Motors – from Digi Access using Ultra Wide Band for hands-free unlocking, to an e-Valet, to a 540° Surround View system that reveals even what’s underneath, this tech first product is designed not just to assist, but to anticipate.

Furthermore, underscoring its confidence in the maturity of battery technology and dedication to an effortless ownership experience, Tata Motors has introduced a lifetime warranty on the battery pack of the Harrier.ev, bringing peace of mind to the EV community.

Launching the most powerful SUV made in India, Shailesh Chandra, Managing Director, Tata Motors Passenger Vehicle Ltd. and Tata Passenger Electric Mobility Ltd., said, “From defining the SUV segment in the 1990s with iconic nameplates to democratizing it by boldly entering new whitespaces in the 2020s, our journey has always been driven by innovation and leadership. With the launch of Harrier.ev, we are not just introducing a new electric SUV or challenging convention—we are rewriting the rules of what’s possible. Born of legendary pedigree and engineered for tomorrow, the Harrier.ev is India’s most capable SUV.

Built on the cutting-edge Acti.ev+ architecture and powered by a robust QWD that generates the highest torque and unleashes fastest acceleration ever seen in an Indian SUV, the Harrier.ev redefines performance. This commanding power is paired with a suite of first-in-world and segment-first luxuries, including a display by Harman, powered by Samsung Neo QLED, immersive Dolby Atmos acoustics, and a revolutionary 540° Surround View system that eliminates blind spots—even beneath the vehicle. Crafted to lead with intelligence, indulgence and intent, the Harrier.ev shatters the barriers of range anxiety and infrastructure limitations to make EV ownership not just aspirational, but effortlessly attainable. It is a bold reaffirmation of our commitment to lead India’s transition to the future of mobility and to ‘Delete-Impossible’ from the vocabulary of Indian automotive capability.”

*Introductory price, ex-showroom, Mumbai. Price does not include charger & installation cost. Charger options will be available on a chargeable basis.

Know more about the Harrier.ev

Experience Supercar-like performance

Underpinned by the acti.ev + architecture, the Harrier.ev delivers unmatched acceleration, control, and confidence across varied terrains. From everyday city commutes to cruising through off-road trails, the Harrier.ev ensures a commanding experience with its advanced capabilities and enhanced supercar-like performance.

Dual motor power of 158 PS (116 kW) at the front, and 238 PS (175 kW).
504 Nm torque from the dual-motor setup.
0–100 km/h in segment-best 6.3 seconds.
Long-range 65 kWh and 75 kWh battery packs.
C75 estimated real-world range of 480 – 505 KM.
Fast charging at 1.5 C delivers up to 250 KM in just 15 minutes.

Enjoy Go-Anywhere off-road capability any SUV has to offer
The Harrier.ev brings together power with the tools to instill confidence in the occupant to not be bound by the road. Whether it’s about navigating urban jungles or venturing deep into rugged terrains, the Harrier.ev will carve the road and go anywhere and venture beyond the limits of conventional SUVs.

Six terrain modes: Normal, Grass/Snow, Mud/Gravel, Sand, Rock Crawl, Custom.
Boost Mode, Drift Mode, and Off-road Assist with cruise control (as low as 5 km/h).
Transparent Mode for obstacle visibility beneath the vehicle.

Savor Indulgent Technology and Luxurious Comfort like never before

Built to elevate every journey with a perfect blend of cutting-edge technology and refined luxury, the Harrier.ev makes every drive smarter and more seamless – redefining indulgence on the road. From intuitive interfaces to world first and segment-first technological integrations, Harrier.ev is not just an SUV it is an experience where innovation meets opulence.

e-Valet
1. Auto Park Assist (APA): APA automatically maneuvers the vehicle into parallel or perpendicular spots at your command. Anywhere Parking – a segment-first innovation – takes this a step further. It allows you to define custom parking spaces, eliminating the need for conventional marked spots. This next-gen technology gives you the freedom to park wherever it’s safe and suitable, not just where lines are drawn.
2. Reverse Assist: Automatically retrace the exact path in reverse (upto last 50m), taking you out of tight situations without breaking a sweat.
3. Summon Mode: Enables you to remotely summon Harrier.ev in forward or reverse direction, perfect for tight spaces.
Clear View Assist
1. 540 degree surround view
  1. 360 surround view monitor: Get a crystal-clear view of your entire driving environment. See more, drive smarter, and park with confidence.
  2. Transparent mode: See exactly what’s beneath your car. Whether it’s off-road terrain, potholes, or curbs, navigate with confidence and precision like never before.
  3. Blind spot view monitor: Brings you a live video feed of your left and right blind spots, displayed right on your infotainment screen and instrument cluster.
2. HD Rear view mirror (e-IRVM): Experience an unobstructed, crystal-clear wide view of both the front and rear—regardless of passengers or luggage blocking your line of sight. The integrated smart mirror doubles as a built-in dashcam, continuously recording in Full HD: 1920×1080 at the front and 1920×384 at the rear. With support for up to 128GB of storage, it captures hours of driving footage. Sharing or saving clips is effortless – simply scan the QR code displayed on the mirror to access videos directly on your phone.
Digi Access
1. Digital key: With the Harrier.ev, your iPhone, Apple Watch, or compatible Android Smartphones become your smart key – no need to carry a physical key anymore. Thanks to Ultra-Wide Band (UWB) technology, the vehicle recognizes your proximity, allowing you to lock, unlock, and drive without even reaching for your device. It’s a seamless, truly hands-free experience – leaving behind the outdated need to tap your phone on the car handle.
2. Smart Card: Your sleek, space-saving backup key, lets you lock, unlock, and even start your car with ease.
3. Remote Key: With 11 powerful commands at your fingertips, from locking and unlocking to even Remote Park and Summon Mode.
Theatre Maax Experience
1. 36.9cm (14.53″) Cinematic Infotainment Screen by Harman powered by Samsung Neo QLED, which is the world’s 1st Neo QLED automotive display.
2. World’s first JBL Black: High powered 10 strategically positioned JBL Black speakers with JBL Audio modes perfectly tuned for an immersive experience.
3. Dolby Atmos: Listen exactly as the artist intended — even while on the go. Whether it’s intimate dialogue or a complex soundscape, every detail comes alive in rich clarity and depth.
4. Arcade.ev in car app suite: Drivers and passengers have instant access to a diverse range of apps right from the infotainment system (25+ apps). Enjoy seamless entertainment options including music, podcasts, FM radio, OTT content, and more during the journey.
Built in navigation – Mappls: Navigate safely and efficiently with feature-rich, highly detailed maps that update rapidly and are available even offline. Designed specifically for electric vehicles, the system includes EV-focused features like spider range visualization, battery-efficient routing, and real-time discovery of nearby charging stations. It even suggests the nearest chargers based on your current State of Charge (SOC), ensuring you’re always within reach of your next top-up.
iRA.ev:
1. 55+ connected car features like car location tracking, locate charge point aggregators, remote operations etc.
2. DrivePay: Experience true convenience with India’s first in-car UPI-based payment system, enabling secure, seamless, and compliant transactions for EV charging and FASTag. Discover charging stations, make decisions, and complete payments—all directly from your car’s interface, with no need to reach for your phone.
3. With 4 years of complementary subscription services
Acti.ev+: Tata Motors’ acti.ev architecture has been enhanced from every perspective for it to become acti.ev+ in the Harrier.ev.
1. Layer 1: Powertrain: Inclusion of QWD and RWD, 75 kWh battery pack, faster 1.5C Charging, and changeable terrain modes.
2. Layer 2: Chassis: Introduction of the Ultra Glide suspension with FDD, enhanced crash performance, advanced driving and regenerative braking modes
3. Layer 3: Electrical and Electronics: Powered by t.idal, Tata Intelligent Digital Architecture Layer, our SDV foundation built on the acti.ev+ architecture. Designed to seamlessly integrate safety, entertainment, and connectivity, t.idal is powered by over 500 million lines of code and cutting-edge domain controllers. industry-first Harman Infotainment powered by Neo QLED automotive display, multilingual voice recognition, and ADAS with Mobileye EyeQ, to over-the-air updates and digital key integration — t.idal turns the Harrier.ev into a truly intelligent, software-defined SUV.
4. Layer 4: Cloud Architecture: Innovative Digi Access and enhanced Arcade.ev

Zenith Suite – Luxury, Redefined

The Harrier.ev is a premium lounge on wheels that elevates comfort to a new standard. The Zenith Suite delivers indulgent detailing and thoughtful ergonomics, making every journey a luxurious retreat.

Memory seats and ORVM
Powered and ventilated front seats
Power BOSS mode for extended rear legroom
Rear comfort headrests and center armrest with cupholders
Voice-assisted panoramic sunroof

These premium touches are complemented by intuitive conveniences:

Dual-zone climate control with cooled storage and air purifier
Ambient lighting synced with drive modes and music
Wireless charging and 65W USB fast chargers
Rear sunshades for privacy and glare reduction
Vehicle-to-Load (V2L) and Vehicle-to-Vehicle (V2V) power sharing
Bootspace of 502 litre, expandable to 999 litre
Frunk of 67 litre in RWD and 35 litre in AWD

Reinforcing Trust — Safety That Leads the Segment

Taking forward Tata Motors’ safety DNA, Harrier.ev offers a comprehensive ecosystem of intelligent assistance and robust protection features.

HD Rear-view mirror (e-IRVM) with Digital Video Recorder
7 airbags (6 standard + knee airbag)
ADAS Level 2 with 20+ features
Transparent mode with 540° Clear View Assist and 360° 3D camera

Further enhancing on-road safety and confidence:

ESP with i-VBAC
Acoustic Vehicle Alert System (AVAS)
SOS Call function
Hill Descent Control, Hill Hold Assist
TPMS and rain-sensing wipers with auto headlamps

Exciting Color Palette

Reverberating with boldness and elegance, the Harrier.ev will be available in four striking color options – Nainital Nocturne, Empowered Oxide, Pristine White, and Pure Grey. Additionally, the SUV will also be available in the critically appreciated STEALTH Edition – a darker, more aggressive visual identity that can’t make you take your eye of it.

Brand Story

Tata Motors Elevates Driver Comfort, Launches Air Conditioned Cabins and Cowls across its Truck Range

Published

2 months ago

June 10, 2025

thecoverstory

Tata Motors-pr-Driver-Comfort-Launches-AC-Cabins-n-Cowls-in-Truck-Range-high

Sets new benchmarks with smart upgrades designed to improve real-world performance

Tata Motors, India’s largest commercial vehicle manufacturer, announces the launch of factory-fitted air conditioning systems across its entire truck range. This significant upgrade spans the SFC, LPT, Ultra, Signa, and Prima cabins, while also extending to cowl models for the first time. Tata Motors also introduces a series of value additions, including power output enhancements, reinforcing its commitment to set new benchmarks in performance and drivability.

Commenting on the occasion, Mr. Rajesh Kaul, Vice President and Business Head – Trucks, Tata Motors Commercial Vehicles, said, “The introduction of air-conditioned cabins and cowls marks a significant step towards building a comfortable working environment for drivers, enabling higher productivity. In addition to complying with the regulatory requirements, we have leveraged this opportunity to deliver long-term value with a host of enhancements. These upgrades, shaped by extensive customer feedback, and backed by smart engineering, are designed to minimise impact on total cost of ownership, ensuring greater profitability for fleet owners.”

The new air-conditioning system offers dual-mode operation, Eco and Heavy, delivering optimal cooling with enhanced energy efficiency. Tata Motors’ range of heavy trucks, tippers and prime movers now offer higher power output of up to 320hp. Coupled with intelligent technology that maximizes fuel economy, this upgrade makes the trucks well suited for diverse applications. Furthermore, other improvements include duty-cycle based fuel efficiency features such as engine idle auto-shut, a voice messaging system for real-time alerts, amongst others.

Tata Motors’ widest commercial vehicle portfolio is complemented by a robust service network of over 3000 touchpoints coupled with a host of value-added services designed for comprehensive vehicle lifecycle management through its Sampoorna Seva 2.0 initiative. This all-inclusive solution ensures support at every step, including road-side assistance, assured service turnaround times, annual maintenance contracts, and easy access to genuine spare parts. Additionally, Tata Motors leverages Fleet Edge, its connected vehicle platform, for optimal fleet management, enabling operators to maximize vehicle uptime and minimize total cost of ownership.

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