08 May 2025
Leadership Reshuffle Aims to Stabilise Declining Small Commercial Vehicle Business
Tata Motors has appointed Pinaki Haldar as the Vice President and Business Head of the Small Commercial Vehicle Product Unit (SCVPU) under its CV division. Haldar, who will be based in Mumbai, will report directly to Girish Wagh, Executive Director of Tata Motors Commercial Vehicles (TMCV).
This leadership transition comes at a critical time as Tata Motors' SCV business faces persistent pressure due to declining sales, intensifying competition, and structural market shifts.
A Veteran from Outside the Auto Industry
Pinaki Haldar brings over two decades of experience in sales, channel management, and business development across industries like paints, insurance, and consumer durables. His most recent role was Vice President – India Sales and International Business at Whirlpool Corporation.
A Tata Motors spokesperson confirmed the appointment but declined to comment further due to the company being in a silent period ahead of Q4 FY25 earnings.
Key Highlights
The appointment marks a critical leadership shift at a time when Tata Motors is facing sustained pressure in the SCV segment.
- Pinaki Haldar joins Tata Motors from Whirlpool as VP and Head of SCV Business Unit
- Tata Motors' SCV sales declined by ~13% YoY in FY25
- Market share dropped from 32.1% in FY24 to 29.7% in FY25
- Haldar's appointment follows leadership exits and internal restructuring
- SCV segment sees stiff competition from Mahindra, Maruti Suzuki, and Ashok Leyland
Declining Volumes and Competitive Pressure
The Small Commercial Vehicle (SCV) segment, once a major growth driver for Tata Motors, has witnessed sharp declines. The iconic Tata Ace, a pioneer in the mini-truck category, has seen its dominance erode. Meanwhile, newer models like Intra and Yodha have not gained enough momentum to offset these losses.
FY25 Sales Snapshot
- A1 Segment (Mini Trucks ≤ 2T GVW): 82,440 units (↓16% YoY)
- A2 Segment (Pickups 2T–3.5T GVW): 56,302 units (↓7.4% YoY)
- Total SCV Sales: 138,742 units (↓13% YoY)
Tata Motors’ overall market share in SCVs dropped to 29.7% in FY25, down from 32.1% in FY24. While Tata remains the leader in the A1 mini-truck segment with 52.9% share, it is trailing in pickups with just 18.1%, far behind Mahindra’s 61.1% and Ashok Leyland’s 19.9%.
Internal Restructuring and Strategic Pivot
Haldar’s appointment follows a wave of internal changes, including the exit of Vinay Pathak, the previous SCV business head. Tata Motors has also consolidated national sales roles, shifted dealer responsibilities to zonal truck and bus managers, and sought consulting input from BCG, McKinsey, and Egon Zehnder.
Despite these efforts, the company has struggled to regain momentum. The launch of Yodha in pickups and a strategic push through the B2B2C model—designed to align with e-commerce and digital logistics platforms—has yet to yield significant results.
Statements from Industry Insiders
The decision to hire leadership from outside the commercial vehicle space is seen as a bold and experimental move. Some insiders view it as a "nothing to lose" approach amid Tata’s dwindling SCV share. Others believe Haldar’s consumer-centric background could offer a fresh perspective in a traditional, dealer-heavy segment.
Outlook for the SCV Business
With the Commercial Vehicle division slated for a separate listing in the coming months, Haldar’s role becomes even more critical. He is expected to:
- Revive the ACE brand value
- Accelerate the performance of Intra and Yodha
- Rebuild trust among channel partners
- Execute the B2B2C model more effectively
The SCV unit, once the crown jewel of Tata Motors’ commercial portfolio, now stands at an inflection point. Haldar must navigate market realignments, rising competition, and internal execution challenges to reposition Tata Motors as a resilient force in the SCV segment.
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