Frugal Innovation Recipes – Part 3

Shivkumar Kalyanaraman, who is Program Director, Special Initiatives, IBM Research – India has written an excellent article on how to realise the rapid adoption of Electric Vehicles in India.

He has a highly informative article on ownership vs sharing and how circular economy (products as a service) can play a role in markets like India.

In his article titled “Understanding Shared EV Transportation for India: Electric Cabs vs Electric Buses (& RBT) and Metro Rail” he has this to say:
Conventional wisdom is that electric vehicles are VERY VERY costly for India… Or are they really? How quickly can we see meaningful penetration in India? To first approximation solar was expensive in 2009, but has achieved grid parity now, similarly energy storage and EVs are expensive now, but will be where solar is today by 2020 (i.e. 4-5 year lag w.r.t solar).

Shivkumar goes on to list that since the Indian government has stated that they want to have an aggressive policy of 2030 as a deadline year to have All-Electric Vehicle sales in the automotive space. He talks about how to achieve this via three major areas:
– EVs as Electric Cabs
– Electric Buses and Rapid Bus Transit (RBT)
– (Electric) Metro Transport Systems

The key contributor to the EV affordability case is the dropping price of LiIon batteries, the major cost component of EVs. The recent BNEF forecast indicates a EV learning rate of 20-25% to continue through 2030.

Pawan Goenka Of Mahindra & Mahindra Says Disruptive Innovation That Combines Frugal Engineering & IT Expertise Is A Must For Indian Automotive Players

Pawan Goenka, Executive Director of Mahindra & Mahindra, says disruptive innovation that combines frugal engineering and IT expertise is a must for Indian Automotive players.

Source: http://www.mahindra.com/business/automotive
Source: http://www.mahindra.com/business/automotive

Today, almost all major global OEMs have an India development centre with plans to increase sourcing and use India as its manufacturing base. With the government’s support, OEMs and suppliers have put in herculean efforts in shaping the industry’s achievements. There’s no surprise that India is ranked 10th in the auto segment of the Future Brand’s Country Brand Index (CBI) for 2014-15 – the only segment where India is featured among the Top 10 across industry sectors like FMCG, electronics, fashion and luxury.

Having said that, one still needs to wonder, ‘Have we established a rational and emotional value proposition of Brand India?’ It is still associated as an LCC (Low Cost Country) with lower level of manufacturing quality and has a long way to go to improve its aspiration quotient. Will a customer in the UK aspire to own a car because it is ‘Made in India’ or will he rather pay a premium for one designed and made in Germany?

……..

We do need to find the platform on which to build (automotive) Brand India. I believe we have two platforms to build on – frugal engineering and IT expertise. The latter has been an acknowledged strength of India for some time but more in terms of providing software expertise to the world and not in terms of building this expertise into our own (automotive) products. Can we take a pole position in this? In the last several years, frugal engineering is being recognised globally as a strength and not a way to cut corners. The world acknowledges that India invented it and frankly all others are now imitating it, thanks to the exposure they now have to Indian engineering ecosystem. Can we translate these two strengths into a brand image of India – not that of an LCC with low labour cost as the only advantage, but of a country that has the ability to design products differently and use its IT expertise to give customers a product that others cannot?

Brand building has an extremely long gestation period to reap any formidable result. In spite of challenges, the automotive industry has continuously steered the path of creating world-class products, building a manufacturing ecosystem and frugal innovation.

Read his entire column written for Autocar Professional here.