Globalization and liberalisation began in India in the early 1990s, with the automotive industry leading the way among many other industries. Until then, there were only a few players in the automotive industry who provided very few options for the Indian customer. But with the globalisation process, major automotive players from all over the world, like Honda and Suzuki, to name a few, were already setting up their roots in India. Owing to the success of this initial liberalisation policy, many other automotive giants around the world started looking towards India to exploit the potential market. Companies like Hyundai, Ford, and Volvo set up their manufacturing facilities in India. Looking at the potential market in India, they contemplated going a step further and setting up R&D facilities in India, which would help them study the needs of the Indian market and accordingly develop products, right from the concept stage to the manufacturing stage. Owing to this potential, a large scope is envisaged for the styling and design industry in India.

Considering this potential and the competition faced due to foreign manufacturers, the automotive styling industry in the country started gearing up, and a few vehicles in the country rolled out with improved styling. But despite all the sincere efforts, the industry has failed to attract, or rather, distract, the Indian consumer from opting for a foreign vehicle. The major factor behind this phenomenon seems to be the design itself. Typically, the designer creates his designs with some preconceived notions that almost always fail when the customer purchases the car. This happens due to improper or misjudged communication between the designer and his immediate audience.