TVS Motor's Venu Srinivasan Calls for Quality-Driven 'Made in India' Strategy
Venu Srinivasan, Chairman Emeritus of TVS Motor Company and Chairman of the Indian Foundation for Quality Management (IFQM), has urged Indian manufacturers to prioritize quality and innovation to secure a greater share of the global market. Speaking at the IFQM Symposium 2026, Srinivasan emphasized that India's ambition to become a developed economy by 2047 requires moving beyond cost competitiveness to establish 'Made in India' as a mark of trusted quality.
Tata Sons Executive Chairman N Chandrasekaran spoke at the symposium. The event also featured remarks from Venu Srinivasan regarding international market standards.
The Quality Imperative
Srinivasan noted that while many Indian companies have achieved international standards, the country must bridge the quality gap to compete with established manufacturing leaders like Japan, Korea, and China. He argued that global buyers should choose Indian products because they are associated with reliability and excellence, similar to the reputation historically built by German and Japanese manufacturers. He cautioned that quality is a continuous pursuit, as companies must constantly evolve to avoid being overtaken by newer waves of development.
Technology Neutrality and Customer Choice
Addressing the automotive sector's transition, Srinivasan advocated for a technology-neutral approach, stating that consumers should have the freedom to choose the vehicle technology that best suits their needs. He listed internal combustion engines, hybrids, battery electric vehicles (BEVs), and future options like CNG and ethanol as viable paths. Srinivasan emphasized that EVs should not be viewed as the sole solution for India's mobility requirements and that their adoption should develop organically based on market demand. He noted that TVS Motor opposes government mandates that prescribe or prohibit specific vehicle technologies.
Strategic Benefits of Ethanol
Srinivasan highlighted the strategic importance of ethanol for India, given the country's heavy dependence on imported crude oil. He noted that India also relies significantly on imports of batteries and electric motors from China, making domestic ethanol production a key contributor to energy self-sufficiency. He suggested that ethanol blends up to E10 should be treated as a standard, while higher blends could be offered as an option depending on vehicle compatibility. He cited Brazil's extensive use of ethanol as a successful model for viability, noting that the performance impact of such blends is relatively marginal.
Global Expansion and Customer Satisfaction
Reflecting on the industry's global footprint, Srinivasan noted that Indian two-wheelers are now exported to 151 countries. South America and Africa were highlighted as vital expansion regions, with African nations holding top priority. He stated that Indian products have gained strong acceptance in these regions, with the reputation for quality becoming a significant competitive advantage. Srinivasan reiterated that customer satisfaction remains central to TVS Motor's strategy, noting the company's long-standing focus on quality systems and its history of J.D. Power customer satisfaction rankings.