Innovation in the Midst of Uncertainty – A Case Study of Mahindra Reva Electric Vehicles Private Limited

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This case deals with the unforeseen uncertainties faced by Reva, the first electric car of India, when it was launched in the Indian market. Mahindra Reva Electric Vehicles had taken up the challenge of manufacturing an energy efficient concept car and tried to achieve operational success. However, with its limited consumer pull, the company had to strengthen its marketing strategies to gain consumer acceptance. On the other hand, at the global level, the ecosystem lacked support from governments on the concept and infrastructure of this product category.

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