To read the full version of this content please select one of the options below:

Maruti’s Nexa – enhancing customer experience beyond buying

Arun Kumar Kaushik (Department of Marketing, Indian Institute of Management, Amritsar, India)
Geetha Mohan (Department of Marketing, Indian Institute of Management, Kozhikode, India)

The CASE Journal

ISSN: 1544-9106

Publication date: 8 July 2020

Issue publication date: 2 October 2020


Research methodology

The case collates secondary data pertaining to Maruti’s current position, Nexa, the premium retail sales channel of Maruti, and recent developments in the Indian automobile industry. It presents the facts and data published on websites, newspapers and magazines in the form of a case study.

Case overview/synopsis

Nexa was launched by Maruti in 2015 to enhance the buying experience of its premium customers and to re-position itself as a premium brand. It started offering customized services to car purchasers through its well-trained employees, attractive store environment and omni channel experience. Through all these facilities, though Nexa had a bumpy ride for selling its first product, it managed to pace up and perform better in the next few years. It remained to be seen how Maruti would handle competitor and cost challenges and how it would strategize its efforts to strengthen its footprint in the Indian automotive industry.

Complexity academic level

This case can be used in retail management, sales and distribution management, marketing management and related courses/modules at the master’s level.



Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.


Kaushik, A.K. and Mohan, G. (2020), "Maruti’s Nexa – enhancing customer experience beyond buying", The CASE Journal, Vol. 16 No. 4, pp. 497-512.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited