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Buy the Nano Online?

by Subodh Marathe, Head (Marketing Services), Tata Motors Ltd.

There is a very interesting thread in the forums section of this site which talks about online booking and purchase of the Tata Nano. Thanks to our user Mathew Vattolil for sparking off such an interesting discussion.

Selling cars on the net. How real is this option for a manufacturer? Does the web really stand in competition to a conventional dealer?

Conventional automobile wisdom says that if a car dealer is any way required to complete the transaction, a web based option is a mere information window. It can never really be an alternative to a 'brick-and-mortar' dealer.

But in this age of e-commerce where you can even buy a house online selling a car online cannot be ruled out. In the Indian context, where a car purchase is maybe the second most important purchase for most consumers, why would a consumer prefer to buy a car online rather than going to the dealer nearby. Is convenience of making the purchase at home enough to make an Indian consumer buy online? Or is an online discount the incentive?

The option of online car sales is certainly worth exploring and your comments will help us design the right service.

The views expressed are personal and not necessarily of Tata Motors.

Comments (71)Add Comment
Booking Nano online
written by nsv, April 02, 2009
I WANT TO BOOK TATA NANO ONLINE, PL. TELL US THE ROUTE
HUSSAIN KUTTIKKATTIL
written by kunhan7862008, August 30, 2008
If Nano is available online, right now i would purchase it by transferring funds from becuase Tata's products never cheat
...
written by ulmehta, August 20, 2008
Dear Sir,

On-line booking will surely be a convenient booking option. But, prior to that I would certainly like to take a test drive at the closest TATA dealer.
I would also welcome an on-line delivery date confirmation once I place an order on-line.
Meanwhile I am eagerly awaiting an e-mail from TATA informing that online booking is open. Please do send out such a mail to all interested buyers who have been active on your web site.

Regards,

U L Mehta
Great Idea
written by sujitkumar_shirkar, August 10, 2008
Hi.

Its a great idea to purchase nano online. it will help owner to select his car accesaries, color, and all details online. congrats for this idea.

Cheers
Sujitkumar
JUST GET IT DONE.
written by san9sawant, August 06, 2008
ecommerce is the new face and TATA is making things happen. So "JUST GET IT DONE", lets book it online.
Quite intresting
written by dinesh_sahitya, July 17, 2008
Purchasing NANO on net.But without knowing its performances and without test drive but if you see the price its gr8.
Fabulous Idea, I wish to book the nano online now!!
written by somnath.sil, July 17, 2008
I wish to become the proud owner of nano, and am just waiting to book it online whenever it opens. Can someone tell me when it will open?
Superb Option
written by rwik78, June 30, 2008
The online buy option would be a perfect option, but would need to be followed up by a good backend where following points are taken care of:

1) Secure payment (Online banking should be a preferred mode, as CC is not secure). Could also have payment on delivery with some advance payable online.
2) During delivery, all papers should be kept ready so buyer can complete the process in less than 30 minutes.
3) Good list of customization/accessories with virtual experience.
4) Online insurance partnership.
5) Status of delivery with dynamic updation/intimation of change in delivery dates.
6) Delivery@residence as a gift should be an awesome option for NRIs like me.
WOW WHAT AN IDEA !!!!
written by sachinjd, June 15, 2008
Just Imagine being able to book your nano online...please start ASAP
I LIKE TO BOOK ONLINE NANO CAR WHEN IT WILL BE INTRODUCED. PLEASE INFORM ME.
written by royak2008, June 13, 2008
I WANT TO BOOKING MY NANO CAR ONLINE
e-mail me the online booking date
written by divyesh_agarwal, April 09, 2008
This is a fabulous idea
I WOULD LIKE TO BOOK NANO ONLINE
written by yogendu, April 07, 2008
YA, IDEA IS GREAT. EVEN I WOULD LIKE TO BOOK NANO ONLINE, BUT AGAIN I NEED TO HAVE TEST DRIVE FIRST THEN ONLY I CAN THINK. AND FOR THE TEST RIDE, YOU HAVE TO VISIT NEAR MOST DEALER...

YOGENDU
Excellent idea!
written by brutus, March 31, 2008
Selling the Nano on-line is a good idea. However, You need to amke sure it is homologated everywhere.
Yes Yes YES!
written by avivscrewvalla, March 30, 2008
Subodh,

Tata prides itself with innovation. The Nano is the perfect example of this. Online sales for vehicles is not a foreign concept in the West . . but in India, discounts and ease of use (friendly web design) are key.

A deep/ strong integration with dealer sales networks are key (The consumer will need to pick up their car from somewhere, won't they?). Essentially, the online sales concept should be persued as more than just an online showplace yet NOT with the intent to replace a dealership.

Another great model to emulate is the MCC SMART sales model.

Good luck,

Aviv Screwvala
Fabulous Idea!
written by Ravichandran, March 27, 2008
Please start booking online nowitself so that Ardent Enthusiasts like me won't have to wait for a prolonged time! This is the view of the almost everyone , who is longing for the glimpse of the same atleast on the show room of their town! Will you do it? I remain, Ravichandran, M.
WANTS TO BUY NANO ONLINE
written by DARA, March 26, 2008
IT'S REALLY GREAT FACILITY TO BUY NANO ONLINE. I AM INTERETED TO BOOK & BUY NANO ONLINE.
Online booking for
written by Ravichandran, March 25, 2008
Please make any suitable arrangements to obtain this "Little Wonder"at the earliest to fulfil the desire of enthusiasts like me! Let the Indians' dream come true as early as possible! Kudos to entire Tata Team for their Wonderful Achievement! With regards, I remain
By Ravichandran, M.
ganesh123
written by ganesh123, March 18, 2008
yes i am ready to book online tata nano.please send me further information about online booking
MEGA IDEA
written by jawharjlb, March 13, 2008
ON LINE MARKETING OF "TATANANO" WILL HELP MANY PEOPLE LIKE ME. IT WILL REDUCED THE COST OF CAR AND LIMIT THE PRICE OF THE CAR .NO SHOWROOM,NO DEALER ,NO COMISSION,PEOPLE CAN BUY DIRECTLY FROM THE COMPANY.
THIS IS A MEGA IDEA!!!!!!!!!!!!!!!!!!!!!!
written by jawharjlb, March 13, 2008
THANKS TO SUBODH MARATHE.ON LINE MARKETING OF "TATANANO" WILL HELP MANY PEOPLE LIKE ME. IT WILL REDUCED THE COST OF CAR AND LIMIT THE PRICE OF THE CAR .JAWHARLAL BANERJEE
ASHOKENAGAR/N-24 PGS
Online Nano sales
written by shreej, March 12, 2008
While the idea of going online for car sales sounds tempting due to savings in distribution and adv costs, it doesn't seem too feasible as the ONLY sales medium for the Nano. A couple of reasons:

People's car: Since Nano is targeted as a car for the masses, an online sales medium will not enable the Nano to reach the intended audience as they do not have access to the internet. Instead it might only reach the low hanging fruit (college students) who have access to the web.

Cost of the car: Since 1 lac is still a big sum for the common man, there may be a need for Tata to coax its customers into purchasing the Nano compared to the next best alternative (a bike or a Maruti 800). This kind of sale is only possible if the customer gets to experience (touch and feel) the car before making a purchase. In the online path, customers are unaware of what they are getting until the purchase is made.

Negotiate better terms with dealers: Since Tata has taken a huge leap ahead of its competition by introducing the Nano, it is time they leverage the benefits of the car in its distribution channel as well before the competition catches up with them. Since the Nano is expected to be a high volume sale (which is what dealers want the most), Tata could offer the Nano as a reward i.e. Nano is offered only through dealers that push their remaining lineup (Indica/Indigo etc) over the competition or provide them with exclusivity.

Just my 2 cents!
Shree
a big thank you To Mr.Subhod & Mr.Mathew
written by cheeto, March 08, 2008
dear Subodhji thank you very much for taking initiative for our requests in this forum on the be half of TATA MOTORS. I think you guys should act immidietly start on line bookings, Internet has reached at every corner,nook of the country cyber cafes ,mobile phones,cable tvs etc. you will find every where I have also visited the link which you have favoured of Mr Mathew. Govt has also reduced the excise duty, the atmosphere is feel good take 10,000 as an advance amount and confirm those willing to buy but preference to be given to them those who have two wheelers only and genuine buyers pl. make criteria and technical aspects on that term otherwise some will make fake online bookings and sell it at a premium and thank you for this web site too.
nano
written by alekhnihar, March 01, 2008
hi its nihar from UTTROLl a small village situated in ORISSA. I like to buy my dream car NANO through online because i trust TATA.KINDLY IN inform me when its available.THANX TATA GROUP FOR FULFULING MY DREAM.
Fantastic idea
written by ramasamy59, February 27, 2008
Introducing online booking of Nano is really a fantastic idea. I would like to book my Nano through online. Online booking would be a revolution and Nano deserves as it has already created a revolution in the small car industry. Thank you Tata. Keep it up.
its a good idea with some cons
written by jaimltr, February 27, 2008
i think the idea of selling online is very novel. But i would suggest letting the customer have a test drive at home, where in the team arrives at your doorstep with a test vehicle, and the customer can then have a look at the vehicle.

Also by putting the purchase online, all hidden costs, and issues pertaining to accessories, and paperwork should and will be more transparent.

The customer should be handed over the vehicle only after he/ she is fully satisfied with the condition of the vehicle.

Negatives -
1) Allowing more versatility in the ability to purchase online, it will also add to cost of manufacture and sale, by investment in infrastructure, for online payment, transactions, security, co-ordination etc. Its not exactly a C or D segment vehicle that should warrant so much support.

2) By keeping the Nano on display and booking vehicles at various strategic locations will automatically draw enough people, those even un willing to step out of their houses.
This will allow for more reach and also coming to grips with the market response.

3) Is online selling of a vehicle the same as going into a dealership and buying one?? i mean a lot of people will agree to the feeling of walking into a showroom, checking out the vehicle, seeing all those new vehicles standing there, and then driving out a proud owner, is a feeling in itself, and its a feeling, no matter if u buy a nano or a safari.

IMHO

Jai Malhotra
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
BUY ON LINE ..HIYAAAAAAAAAAAAAA
written by nagarajansubramaniam, February 27, 2008
I want to by nano online and it is a great idea to book the car online.
Pls do inform me about the details of launch and when can i book.
There should be an alternate Online booking
written by billsnat, February 25, 2008
Today PC's with internet connection is very common and 3 out of 10 houses are having intenet PC's. With the improvement of online transaction use of Credit Cards now a days its very convinient to purchase and sell online. If TATA bring the online booking of its car NANO it will be a gr8 idea and the way NANO was a hit at the Auto Expo 08 the car will be booked by a lot of poeple and there will be a good rush at the dealers. So as an alternative there should be an online booking.
SOS SOS SOS
written by kumarsrinivasan, February 23, 2008
Dudes,do you know that there is a large population not connected and they deserve as much a chance in getting NANO. Is reservation the answer? !!
rajveeshri - Should not Tata motors set some rule
written by rajveeshri, February 23, 2008
Hi all,

I think there is heavy chances.. where multimillionaires would get few at their house for each of their kid and even servants???... which might lead to heavy black market? and again the common man car will no more be commonly available at the base price.....
Use Hybrid Model
written by AlVA, February 23, 2008
This is definately great idea. However an average Indian buyer will even taste a grape before buying it. So I would like to suggest that in all target cities(where you are planning to launch Nano) display the car at a centralised location where customer can go and have a look at it. And then only thing you can make sure is that you deliver exactly what you have displayed (unlike many of the showroom where the articles for display and for sell are different). Once this is ensured, I believe you will need your site running on one of the real good web server at the number of people accessing site will be hugh.
Just like car this can hughly revolutionalized the car marketing in India as well.
Cheers!!
I will book online
written by amnigos, February 23, 2008
I would love to book NANO online using either my credit card/netbanking for making payment.Even the Company can reduce distribution cost by having one dealer to deliver the responsibility of online bookings in every city. The dealer can be just a point of contact where user's can show their booking copy and drive away car. U guys SHOULD consider online booking as first option and I am sure if people can book a dell laptop online ( worth of 50 to 75k) then they will buy NANO. What matter is the brand and trust people have on product vendor , which works for TATA MOTORS...I hope I will book my NANO online !!!!!!!!!!!

better idea
written by annthara, February 23, 2008
It's better idea
Start Booking online
written by Anupambhattacharya, February 22, 2008
I am ready to book online to get proper services. Please start it soon. You can treat this corespondence as a que.
gr8 Nano
written by Jasdhi, February 21, 2008
I want to by nano online and it is a great idea to book the car online.
Pls do inform me about the details of launch and when can i book.

Regards,

Jasbir.
Online booking,great!
written by ggg47, February 21, 2008
Very great idea booking online.I`am interesed.
I`am from Romania,and I`am very interest contacting with the company directly for cooperation(dealer in my country)
I LOVE NANO.
Best regards
Gabriela
I want to book Nano!
written by vikramsofz, February 20, 2008
With the advancement in Technology and IT, everyone will prefer the Online Registration and Booking of Cars

My God, Luxurious Nano.. Awesome
Another Revolution
written by simplysand1, February 11, 2008
Another Revolution on the auto world.but have to think about tbe mode of payment,extra fittings (optional) can be booked on line,distance from showroom to door etc.just going thru some of gentelmans view about womens car etc etc .even if so i dont mind for once after marriage i can drive a lady on my wish.
A Great Idea
written by gupta_atul, February 11, 2008
This way the cost of distribution can b e reduced to the minimum. Only thing to be taken care of is the easy access to the people and documentation and after sale service process simplification.

Atleast online booking should be started immediately.
Tata Can take advance booking amount too.
written by gayatriec, February 10, 2008
Since the Production capacity is just 200000/annum tatas wont be able to satisfy demand of Indian market and hence instead of setting up huge plant they should set up small plants at different location and initially if they can take 20,000/- as booking amount than they can easily collect atleaset 600 crores ( for 3,00,000 bookings) from the market ( without loosing any equity) and from this amount atleast they can start commissioning of another plant and can satisfy the demand in better way. since internet banking is part of todays life they can generate whole amount withing 10~15 days.

regards
anil patel
gayatriec
Fantastic Thought.
written by nuthigattu, February 08, 2008
Would also be great if you have agents (Internet booking agents) similar to that of Railway ticket agents. This would make even the not so tech savy to book a car without having to walk into any of your dealers. Moreover all this will make sence if there is a demo car to touch and feel it may be near retail stores like Subhiksha, Spencers etc.
Tajuudin Shaikh - Ahmedabad - Eagerly awaiting the reality of dream
written by Tajuddin, February 05, 2008
Go ahead ! please ensure that the common man can easily access the purchase procedure.

Thanks and regards,

Tajuddin Shaikh
Ahmedabad
Why not?
written by sandev, February 05, 2008
Ever since I visited US, I always wonder when will this concept start in India?

This would give benefit of directly dealing with company with an assurance of quality of service and there commitment to there customers. Infact I did customized NANO, online on this portal and it gives the feeling of belongingness of Nano and TATA Motors. Definitely I would be one of the online buyer for NANO.

All the Best!
On line Purchase
written by samratpoddar, February 04, 2008
When it is starting please let me know. I would definitely like to Buy 1 online with less of trouble and more of service. Pleaseeeeeeeeee inform when the service starts
Tanveer Giri
written by tanveergiri, February 04, 2008
Ahh.......... That would be great. It would reduce the gestation period (read "Endless Queues"). It would Be the First of Its kind initiative to Book cars online. And also It would be helpful in reaching the consumers fast.
tata should open its own showrooms
written by chennu.siva, February 03, 2008
For future shopping tata should implement online booking........because future will be e-world........
why dont tata open its own showrooms and servicing centers than depending on dealers.........what ever profit dealer getting can be reduce cost on them as well as consumer......
so that booking can be done through web.....and delivery at showrooms.............
any many companies are opening retail shops in the same way tata can start it own retail for selling cars.......................
all of thier product in passenger segment are performing in outstanding way.........
regards
sambasiva rao
shrimangal
written by shrimangal, February 03, 2008
Till nano hits market you should launch a flash nano driving on the site so one can enjoy his dreams online, hurry up keep tempo ahead.
Online payment in installments
written by aayushd, February 03, 2008
Hi,

There should be a provision of purchasing the car online on installments as well. TATA can tie up with various banks which can provide loans in easy installments. Tata need not worry then about the payment as its the bank which bears the risk. Banks do not worry as they have customer data and loyal customers. User need not worry as it is TATA... :)
...
written by rosasmar, February 01, 2008
Im from the US and I'm looking forward to buying this reasonable very cute car. An online buy will be great, because I have a feeling that when the rest of the Americans see this car at such a reasonable price everyone will want one, and even if you do sell in the dealers they will still be sold out.
Great Idea
written by madfat, February 01, 2008
This would drastically increase the sale of this vehicle, which I can easily see selling as fast as it can be manufactured, already. If this vehicle was offered for sale in the U.S., at the same price (Or reasonably adjusted for shipping), it would be a common sight on the roads.

First, even the most economically minded individuals would purchase one, simply because they are so inexpensive that it would be silly not to have one for an extra car, in town driving, a first vehicle for a learning driver, an economic road trip vehicle, and cheaper insurance.

Gas prices are so crazy these days that even if people wouldn't want to give up their current, more luxurious vehicles, they'd probably opt to have one of these, since the price is nominal, to begin with.

Used vehicles are usually because either someone wants that specific vehicle, and is willing to buy it used because of that desire, or because they can't afford a better option. I don't know anyone what would rather spend $2500 on a used car than on a new one, unless it is a specific desired vehicle, as stated before. Most of the time, people would rather have a good, dependable new vehicle than a used one with a dubious lifespan remaining, but they can't afford a new car. With this vehicle, you would be able to capitalize on that demographic, and sell each of them a new, optioned vehicle.

This is a good medium ground between hybrids and normal vehicles, as it has better gas mileage than most normal cars, and is IMMENSELY cheaper to purchase than a hybrid. Therefore, those who would like to drive a more environmentally friendly vehicle, but don't have the money to replace their daily driver, or add another vehicle to the family fleet, would have the option of doing either, at a very low price.

Granted, this isn't the most pleasing vehicle to look at, but in this day and age, it's become cool to look beyond aesthetics. This vehicle will be a HUGE hit with the younger crowd, especially once aftermarket modifications become available to it. Between the money that's saved from insurance, purchase, and fuel, there will be plenty left to trick their own personal Nano out to their liking, and they will respond to that. Even the guys who can't live without their jacked up trucks, sports cars, and 4x4 jeeps will probably tool around in one of these, while they're working on their dream cars.

This looks like it would be EASILY redesigned into a minivan configuration, so you could capitalize on the family market, as well.

The idea is just like Wal-Mart. Stick to your guns, offer the vehicle as widely as possible for as low a price as possible, and you'll sell too many to imagine. The profit will come from volume of sale, not a wider profit margin. I'll purchase one as soon as the option is available to me, here in the U.S.. Thanks.
SUPERB
written by licvivek, January 31, 2008
YES ITS A GREAT IDEA ,BUT THE AFTER SALES SERVICE BY ALL TATA DEALERS SHOULD BE EQUEAL TO ALL TATA CUSTOMERS
It would be
written by scorpianakki, January 31, 2008
I n my view launching such a cheap and best quality car is a step foward to new revolution of cheap automobile and now a middle class family could think to afford a luxury. Selling tata Nano online would another add on to this revolution and i think company would accelerate their selling rate by providing such an opton. Nodoubt now a son think for a gift to his family like i am thinking. As i m in united kingdom but if i get a option to book the car online i can give surpirse to my family by giving them a car sitting here. So in nutshell it would be great viewpoint if company could provide that on internet.
great idea....
written by srujanavuppala, January 31, 2008
i would be very thankful to MR.Tata if this optin is provided.this.please do lemme know ..
shrimangal
written by shrimangal, January 30, 2008
It is truely good idea but service network should also develope according to common man through low investemnt service center frenchisee.online selling will rewduce cost of car
On-line Purchase
written by fox_john33, January 30, 2008
I'm with the person from South Africa, if we could buy one online, I'd be doing it now. How do I get one in the US?
Online Booking of Nano
written by mads2849, January 29, 2008
Me and my wife are great online shoppers. We buy something evrymonth online. I would buy the Nano for my wife immediatly, if we can do it online. Gr8 suggestion...as buying the Nano online will be a superb experience..I can tell my kids that I bought your moms car online...fantastic idea....
Go Ahead - Great Idea
written by araafat, January 28, 2008
please do it, i will buy it immediatly, i have a two VW beetle model 64 & 79 and i am buying everything for them online

Ahmed Raafat
Egypt
Go Ahead
written by mondal82, January 28, 2008
We already have two wheeler companies providing online booking facilities, but NANO should break all rules and set the Autombile Market go crazy by making it not only available for booking onlie but for purchasing it online as well for the 1st time in India. As regards to test drive people can have it at the nearest dealer point with the demo car. So best wishes to TATA MOTORS ,keep up the spirit whole INDIA is beside you. Go ahead.........
Go Ahead
written by sahmedbijnori, January 28, 2008
I would book /purchase it immediately.
...
written by vjhaver, January 28, 2008
Ever since I read about the Rs 1L initiative, I had decided to get one just to support idea that many including me never thought or dreamed of. most of the shopping I do is online and if I could configure and buy a car online that would be great. But for this idea to be successful the online price tag should be equal to or even less than what would be available with a dealer...

gr8 work. Let me know when I can place my order...
bharathshanker
written by bharathshanker, January 27, 2008
If Nano is available online, right now i would purchase it by transferring funds from becuase Tata's products never cheat
Great Idea
written by raja_11, January 27, 2008
Idea of online booking is great It will reduce the monopoly of the dealers because i think dealers may book thousands of nano for themselvs and they sell in market after charging thousnds of rupees premium
For the price!
written by JeanS, January 27, 2008
I'm from Quebec, Canada and i am very interest to buy a new car like that. For that price, in my contry you got a old rusty and polluant car you have to fix again and again.
I like to see if this car can beat the Quebec winter! That's why i'm ready to buy, at least one, online.

Thanks, Aurevoir

Jean-Simon
ONLINE PURCHASE CHALLENGES
written by kgshriram, January 26, 2008
THE INTERNET PENETRATION IS NOT THAT HIGH, AND THE CONTENT LANGUAGE USED HERE AT INDIA IS MOSTLY ENGLISH. THE TARGET AUDIENCE OF NANO IS MORE IN LINE WITH THE TARGET AUDIENCE OF THE MOTOROLA F3, WHICH MIGHT MEAN REGIONAL LANGUAGE VOICE PROMPTS. YOU MIGHT CONSIDER USING A MOBILE SCENARIO. OR A GOOD OLD MAIL ORDER PURCHASE ORDER FORM. WHICH MIGHT BE PICKED UP AT THE LOCAL POST OFFICE.
A fantastic Move !!!
written by Saptarshimitra, January 26, 2008
I am always interested in contacting the company directly for the better professional services and cooperation.
If TATA starts selling online I will be one the first line of customers...

Kindly prepare a comparison chart of features and prices of the different models of the Nano...
Buy Nano Online
written by smallcar, January 26, 2008
The TATA's are known for their innovative approach. The demo cars can be made available at the various TATA MOTORS showrooms, but the Nano should be sold only online.
Divide the sale in two, the regular application process like an IPO and then an auction for those who can't wait.
Count me in for 5 of them!
written by wjnels, January 25, 2008
I would gladly purchase the auto online if available.
...
written by van, January 24, 2008
Dear Subodh, I am a member of the advisory council of Customerthink-the global leader in customer centric business strategy. We have an interesting discussion going on about the tata nano and use ofthe social media initiatives at the forum...request u to particpate..
http://www.customerthink.com/blog/peoplecentricity_or_customercentricity
YES PLEASE!!
written by anina, January 24, 2008
If the Nano could be bought online, I would be buying one right now, instead of just looking at photos of the cheapest new car on the market! Make it available - we want to buy!
Anina
South Africa
I just want to see Nano not the dealer!
written by chandra1975, January 24, 2008
I bought my laptop, Refrigerator, Washing Machine online. Given an option, I would never like to see dealers faces. What's there in a car that buying from a dealer will make the car better? If the models and options are well defined and put in the site, I will prefer to buy online. I just don't understand why Tata Motors is taking so long to open bookings Online or Offline??
A Novel Idea
written by meewheelz, January 23, 2008
If you could offer a "virtual" experience online, it just might be possible. Only one drawback, you can't road test a car online, but then again for $2,500 what's the drawback? And if you add a further incentive to purchase online, I might do just that.
Let's make a deal :) I'm in...
...
written by mondal82, January 23, 2008
Please pick this option as the 1st step for purchasing NANO.This will not only avoid huge ques in front of the showroom as well as will help in making the deal much more faster and efficient.
Regards
Tapan

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