Maruti Suzuki Chairman R. C. Bhargava recently signalled the company’s intent to rebalance its portfolio.For nearly a decade, India’s carmakers chased the sport utility vehicle (SUV) dream.
Higher margins, aspirational buyers and a growing appetite for larger vehicles pushed manufacturers to flood showrooms with sport utility vehicles and compact SUVs, steadily relegating hatchbacks — once the backbone of India’s passenger vehicle market — to the sidelines.
The strategy worked. Utility vehicles now account for well over half of all passenger vehicle sales in India and contributed nearly two-thirds of the 4.3 million vehicles sold in FY25.
But as economic pressures mount, vehicle prices climb and first-time buyers struggle to enter the market, India’s biggest automakers are beginning to acknowledge a reality they may have overlooked: the country’s next wave of growth could come from the very segment they left behind.
From Maruti Suzuki’s renewed commitment to entry-level cars to Tata Motors’ ambitious reinvention of the Tiago, hatchbacks are once again finding themselves at the centre of boardroom conversations.
And this time, carmakers are betting that small cars no longer have to feel small.
The forgotten customer
The shift is being driven by a growing recognition that India’s passenger vehicle market cannot rely indefinitely on premiumisation. While SUVs have transformed the industry’s revenue mix, they have also pushed average vehicle prices steadily higher, making car ownership increasingly difficult for millions of households.
Maruti Suzuki Chairman R. C. Bhargava recently signalled the company’s intent to rebalance its portfolio.
“We are planning to develop both small cars and SUVs. The small car market is growing. India is a country where small cars have a long-term future,” Bhargava said.
The comments mark a notable shift in tone from an industry that spent years focusing on larger and more expensive vehicles.
For Maruti, which built its dominance on models such as the Alto, WagonR and Swift, the renewed emphasis reflects confidence that affordability will remain central to India’s mobility story.
“A large part of the population… need small cars” for basic mobility, Bhargava said.
Industry analysts say the opportunity remains substantial.
“In the small cars segment, there is a much bigger conversion pool that carmakers can navigate. Hence, there is this renewed push towards small cars and that segment,” said Hemal Thakkar, Senior Director, Crisil Intelligence.
“India is a price sensitive market and hence, small cars will stay and customers are looking for upgrades within vehicles. If carmakers can provide small cars with new features and upgrades, then there will be more customers for the small car space,” he added.
Making hatchbacks aspirational again
If Maruti is signalling a strategic return to small cars, Tata Motors is attempting something more ambitious — making hatchbacks desirable again.
The company this week unveiled the next-generation Tiago and Tiago.ev, positioning them as technology-rich products aimed at reviving a segment many in the industry had effectively written off.
“Hatchbacks remain the gateway to personal mobility for millions of Indian families and yet, for far too long, this segment received scarce attention from the industry, when it genuinely deserved far more,” said Shailesh Chandra, Managing Director and CEO, Tata Motors Passenger Vehicles.
Calling the new Tiago “not an evolution but a full reinvention”, Chandra said the vehicle brings substantially upgraded design, connected technologies and safety features that were once largely reserved for more expensive categories.
The next-generation Tiago gets a 10.25-inch touchscreen infotainment system, wireless smartphone connectivity, a dual-screen dashboard, wireless charging and a segment-first 360-degree surround-view camera.
“The feeling of wow shouldn’t be reserved for expensive cars,” Chandra said.
“Today hatchback customers want far more than mobility, they want design, tech, safety and pride of ownership. A car they want to flaunt.”
The company has also positioned the Tiago.ev as an affordable electric mobility option, offering a lifetime battery warranty and fast-charging capability that can add up to 100 kilometres of range in 18 minutes.
“Tiago will make EV more accessible,” Chandra said.
Why affordability is back in focus
The renewed interest in hatchbacks comes as affordability re-emerges as a key concern across the industry.
Vehicle prices have risen sharply in recent years because of stricter regulations, higher commodity costs and the addition of new safety and technology features.
That has increasingly pushed first-time buyers out of the market.
According to Srikumar Krishnamurthy, Senior Vice President and Co-Group Head, Corporate Ratings, ICRA Limited, hatchbacks continue to play a critical role in expanding the customer base.
“Hatchbacks remain a preferred segment, particularly for first-time buyers and households seeking a second vehicle, as affordability and comfort are key purchase considerations,” he said.
“From an original equipment perspective, a presence across segments also helps improve reach, especially in Tier 2/3 cities.”
Krishnamurthy added that rising vehicle costs are forcing manufacturers to revisit their entry-level offerings.
“With input costs rising and vehicle prices expected to increase further, affordability is becoming even more important, especially in the mass-market segment. In response, OEs are looking to reposition entry-level hatchbacks and compact SUVs through new launches and refreshed variants that offer a stronger value proposition to consumers.”
Beyond SUVs
The industry’s renewed focus on hatchbacks does not mean SUVs are going away.
Far from it.
Utility vehicles remain India’s dominant passenger vehicle category and continue to drive growth and profitability for manufacturers.
What is changing, however, is the recognition that growth cannot come solely from moving customers up the value chain.
To sustain volumes, carmakers need to bring new buyers into the market.
That is especially important as India adds millions of young consumers entering the workforce, many of whom are seeking their first personal vehicle but remain highly sensitive to price.
Affordable electric hatchbacks could further strengthen the segment’s appeal in coming years.
“Affordable EV hatchbacks could become an attractive proposition as charging infrastructure improves, range-anxiety concerns ease, and the financing environment becomes more supportive,” Krishnamurthy said.
For much of the past decade, India’s hatchbacks were treated as yesterday’s story while SUVs became the industry’s obsession.
Now, as automakers search for their next growth engine, the segment that once put millions of Indians behind the wheel is beginning to look relevant again.
The future of India’s auto market may still be taller, bolder and SUV-shaped. But increasingly, carmakers are recognising that the road to scale may once again begin with a hatchback.
