India, Sept. 8 -- Since 2019, two new car brands have entered the Indian automotive market and they have seen wildly different outcomes. The first was Korean carmaker Kia Motor, which as you can see on the roads of India, has been a huge success. The other was French carmaker Citroen, which despite having former Indian cricket captain Mshendra Singh Dhoni as a brand ambassador, has been a damp squib.

Now, there are multiple reasons why a brand succeeds or fails. In Kia's case, coming into the Indian market on the back of sister brand Hyundai played a major role. The right products at the right price helped. Citroen suffered not just because the products did not have the best features, but also global instability in their operations - as ...