Mumbai/Bengaluru, Nov. 26 -- Tata Motors Passenger Vehicles Ltd has revived a beast from the past in the Sierra to muscle into India's crowded mid-sized sport utility vehicle market, dominated by Maruti Suzuki Ltd and Hyundai Motor India Ltd. The company launched the new Sierra on Tuesday, 22 years after it was discontinued because of low demand. Originally unveiled in 1991, the Sierra was the first SUV built by the Tatas and among the first made-in-India models in the category. Starting at Rs.11.49 lakh, the new Sierra will take on the Creta (starting at Rs.10.7 lakh) from India's second-largest carmaker Hyundai, and the Grand Vitara (starting at Rs.10.7 lakh) from market leader Maruti Suzuki. Tata's Curvv has failed to contest Hyundai's domination in the mid-sized segment, which accounts for about a fifth of all 2.7 million SUVs sold in the country. Tata Motors shares fell 1.59% versus a 0.23% fall in Nifty Auto on Tuesday. The company needs a blockbuster product to build on the momentum, said Puneet Gupta, director at S&P Global Mobility, adding that this will help them hold on to their mid-size segment and challenge the dominance of other brands. "Hyundai's Creta and Kia's Seltos are on their target, along with Maruti's newly launched Victoris. For the Tatas, this launch is crucial as it looks to gain market share from its rivals," he said. "What remains to be seen is how Tata can maintain the momentum in the coming months, too, with new powertrain options." The first vehicle launch by Tata Motors PV unit, after demerging from the commercial vehicle unit in October this year, signalled the high stakes. The company displayed 12 Sierras in red, yellow and silver finishes at the launch in Mumbai's Bandra Kurla Complex. "The mid-SUV segment has long been India's favourite. But in recent years, it has stagnated in terms of innovation. Even as the customer has evolved dramatically, today's buyers are willing to pay more for a richer experience," Shailesh Chandra, managing director and chief executive officer at Tata Motors PV, said at the launch of the vehicle in Mumbai. "They want to premiumize their mid-SUV experience with more technology, more comfort, more refinement, and thoughtful design within the same footprint, and that is exactly where the Sierra fits in," Chandra said. Martin Uhlarik, chief design officer; Mohan Savarkar, chief product designer; and Vivek Srivatsa, chief commercial officer at Tata Motors, were also present. For Tata Motors, which is eying the second spot in India's car market, the launch becomes even more crucial. In the first nine months of 2025, Hyundai ranked third with 425,330 sales, while Tata Motors snapped at its wheels with 410,155. The company is now challenging Hyundai's highest-selling Creta....