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Indian car buyers prioritise safety over mileage

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The Indian automotive industry has been predominantly driven by cost and fuel efficiency. The buying decision has largely been based on best possible mileage for the least amount of cost possible. However, the latest trends show that this status quo is changing, as the safety ratings of vehicles are now the most important consideration while buying a car.

According to McKinsey’s Automotive Consumer Survey, over 70% of car buyers in India now view safety ratings as the most important aspect of vehicles, with 58% of respondents willing to spend a little more money on a safer vehicle.

This change of consumer preference is indicative of a more mature market that is beginning to prefer the long term benefits to avoid the cheaper alternatives.

What is driving this change?

Several factors contribute to this shift in priorities. Awareness on road safety among Indian consumers is the primary factor with frequent road accidents being reported. The purchase decision is also impacted by more buyers being aware and informed about the risks associated with driving unsafe vehicles. 

Safety expectations and norms are also being ingrained through government efforts like the AIS-197 BNCAP. BNCAP requires that all models of all vehicles sold in India are subject to detailed safety testing, crash tests including. It also advocates for comprehensive safety measures such as the installation of six airbags in various classes of vehicles. The program has incorporated safety ratings which consumers have access and understanding of; and hence increased the need for safe cars. Such consumer centered initiatives by the government to enhance safety measures are facilitating change in consumer behavior in the right direction.

The impact on consumer behaviour

In 2023, 28% of car owners in India with low vehicle safety rating planned to upgrade their vehicles, according to a report by LocalCircles. This underscores the growing importance of safety in the decision-making process. Today, safety is not an optional feature but a necessity.

Additionally, 48% of buyers now ensure compliance with speed limit and seatbelt, reflecting a broader shift towards responsible driving behaviour. The Deloitte 2023 Global Automotive Consumer Study further highlights that 8% of car owners would avoid using their vehicles on high-speed roads if they believe their car is not sufficiently safe. This level of caution indicates a fundamental change in how Indian consumers perceive vehicle safety. .

Safety features and industry response

As safety becomes a priority, car manufacturers are responding by enhancing safety protocols and incorporating advanced technologies into their vehicles. Major players like Tata Motors, Hyundai, Kia, and Citroen are known for the models introduced by them that boast 5-star safety ratings. These companies have recognised the growing demand for safer vehicles and are actively investing in safety innovations.

The Global NCAP ratings for 2024 announced Tata Harrier and Tata Safari as the safest cars in India, both scoring 5 stars in adult and child occupant protection. These models are equipped with a range of safety features, including six airbags, Electronic Stability Program (ESP), and ISOFIX seat anchorage.

Other high rating models include the Volkswagen Virtus, Skoda Slavia, and Mahindra XUV700–equipped with safety technologies such as Vehicle Stability Management (VSM) and rear seatbelt reminders. The focus on safety is not limited to high-end models; even entry-level and mid-range vehicles are now being designed with safety in mind.

Changing Preferences

5-star crash ratings are now the most preferred safety standard among Indian consumers, with the demand for such vehicles growing by 15% year-on-year. This data points to an unprecedented and prolonged focus on safety, which will influence the behaviour of the Indian auto market for years to come. Customers are not satisfied with minimum safety limits any longer, they are looking for the most protective cars.

Conclusion: a new era for Indian car buyers

The Indian automotive market is witnessing a paradigm shift, with safety taking precedence over traditional concerns like price and fuel efficiency. While car manufacturers are prioritising safety features, consumers are willing to invest in vehicles that offer enhanced protection.

As safety becomes the defining factor in vehicle purchases, the industry is set to evolve with new standards and expectations, shaping the future of automotive design and manufacturing in India. The focus on safety is not just a passing trend but a fundamental shift that will continue to influence the market for years to come.

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)





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ED searches 19 premises of Amazon, Flipkart vendors in FEMA probe

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The Enforcement Directorate Thursday conducted searches against some of the “main vendors” operating on platforms of ecommerce giants Amazon and Flipkart as part of a foreign investment “violation” investigation, official sources said.

A total of 19 premises of these “preferred” vendors located in Delhi, Gurugram and Panchkula (Haryana), Hyderabad (Telangana), and Bengaluru (Karnataka) were covered as part of the action, the sources said.

It is learnt that the ED inspected documents and took copies of some from the premises of about six such vendors who were not named.

The sources said a probe has been initiated by the federal agency under the provisions of the Foreign Exchange Management Act (FEMA) after it received several complaints against the two large ecommerce companies, where it is alleged that they were “violating India’s FDI (foreign direct investment) rules by directly or indirectly influencing the sale price of goods or services and not providing level playing field for all the vendors”.

There was no immediate response from the two ecommerce companies.

Meanwhile, the Confederation of All India Traders (CAIT) welcomed the ED action.

“The CAIT, along with several other trade bodies, has been raising these issues for the past few years. I welcome the Enforcement Directorate’s actions as a step in the right direction,” CAIT Secretary General Praveen Khandelwal said in a statement.

He claimed that the Competition Commission of India (CCI) had also issued “penalty notices” to Amazon and Flipkart, and their “preferred” sellers, for “engaging” in anti-competitive practices that have adversely affected small traders and ‘kirana’ (grocery) stores.

It has been reported in the past that the CCI, which works to ensure fair business practices across sectors in the marketplace, is already looking into alleged anti-competitive ways of ecommerce companies.

The CAIT and mainline mobile retailers’ association AIMRA had also petitioned the CCI sometime back seeking immediate suspension of operations of Flipkart and Amazon as they alleged that the companies engaged in predatory pricing and were burning cash to offer heavy discounts on products.

These practices, in turn, are creating a grey market of mobile phones, causing losses to the exchequer “as players in the grey market evade taxes”, they had said.

Commerce and Industry Minister Piyush Goyal had recently flagged the same concerns as he had questioned Amazon’s announcement of a $1 billion investment in India, saying the US retailer was not doing any great service to the Indian economy but filling up for the losses it had suffered in the country.

He had said in August that their huge losses in India “smells of predatory pricing”, which is not good for the country as it impacts crores of small retailers.

Goyal said e-commerce companies were eating into the small retailers’ high-value, high-margin products that are the only items through which the mom-and-pop stores survive.

The minister had said that with the fast-growing online retailing in the country, “are we going to cause huge social disruption with this massive growth of ecommerce”.

Khandelwal said that the CAIT has urged the CCI and the ED to protect the businesses of small traders.

“In the new Bharat, led by Prime Minister Narendra Modi Ji, no one is above the law. I am hopeful that now the law will take its rightful course and protect the livelihoods of small shopkeepers.

“This government is committed to ensuring that no entity can harm the trading community. In response to multiple complaints filed by the trading community regarding FDI violations and the anti-competitive practices of quick-commerce companies such as Blinkit, Swiggy, and Zepto, we urge both the CCI and the ED to take swift action and prevent any further, irreparable damage to the businesses of small traders,” he said in the statement.





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Irdai proposes to amend regulatory sandbox norms

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Regulator Irdai has proposed to amend the norms related to ‘regulatory sandbox’ by incorporating principle-based approach and further facilitating the adoption of innovative ideas and new concepts across the insurance value chain.

Regulatory sandbox usually refers to live testing of new products or services in a controlled/test regulatory environment for which regulators may or may not permit certain relaxations.

The Insurance Regulatory and Development Authority of India (Irdai) constituted an internal committee to review the Irdai (Regulatory Sandbox) Regulations.

Based on the recommendations of the committee, it has proposed amendments to the regulatory sandbox regulations and seeks comments from the public at large on the proposed amendments.

Issuing an exposure draft on regulatory sandbox regulations, Irdai said the amendment seeks adoption of principle based approach over rule based approach.

The changes to the norms are also aimed to facilitate the introduction of innovative ideas/new concepts across the insurance value chain, Irdai said.

Irdai has invited comments from the stakeholders on ‘Exposure draft – Irdai (Regulatory Sandbox) (Amendment) Regulations, 2024’ by November 25.





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Prodigy Finance secures $310M financing from DFC

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Prodigy Finance, a global higher education finance company, has secured financing of up to $310 million with a funding commitment from the US International Development Finance Corporation (DFC).

This latest financing, building on the previous partnership with DFC, prioritises social impact with a minimum financing threshold of 30% for women and 50% for individuals from low- and lower-middle-income countries, it said in a statement.

“Together, we are empowering a new generation of global leaders to unlock opportunities that shape a brighter future,” said Prodigy Finance Chief Financial Officer Neha Sethi.

The higher education finance company’s borderless lending model allows students to apply for loans based on their future earning potential rather than their current circumstances or credit history.

Since its founding in 2007, the international student lender has enabled over 43,000 postgraduate master’s students to attend top universities, disbursing over $2.3 billion in funding to students from more than 150 countries.

Sonal Kapoor, Global Chief Commercial Officer of Prodigy Finance, told YourStory that India is its core market and has the largest share of its funding.

According to the Prodigy Finance 2022 Impact Report, students reported that the company’s loan helped them to pursue their dream career (91%), achieve success in their personal life (83%), and at least double their salary (74%).

In September, Prodigy Finance launched a $30 million blended finance programme in collaboration with The Standard Bank of South Africa Limited and Allan & Gill Gray Philanthropies.





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