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"Pickup trucks in India don't seem to work as a category as it is more of a versatile category relevant in a setting that focuses on outdoor or camping as well as a DIY market like the US. India on the other hand is more of a "GID" or "Get it done" market as well as a market where the camping or outdoor market is less developed."

- Alok Verma, Consulting Partner at Grant Thornton Bharat LLP

 

This article appeared in The Hindustan Times on 10 May 2021.