Tata Eyes Higher Market Share With Avinya Range – Big Investments Planned

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The first model from the flagship Avinya range from Tata will arrive before the closure of next calendar year

Tata Motors has its eyes firmly on the premium end of the market. At the centre of its new EV lineup sits the Avinya brand which will operate as a flagship offering upon confirmed arrive late next year. The company has earmarked an investment in the range of Rs. 16,000–18,000 crore between FY25 and FY30 to support new products, platforms and growing electric ecosystem.

Models such as the Sierra EV which is set to arrive in early 2026 and the Punch EV, due a facelift soon, will form the bridge between mass-market offerings and the forthcoming premium offerings spawned out of the Avinya series. The Nexon EV, Tiago EV, Punch EV, Harrier EV and Curvv EV have crossed cumulative sales of 2.5 lakh units already in India.

Over the last five years, Tata’s electric range has been driving volumes as it reaps benefits from the first-mover advantage in the volume-based EV space with the Nexon EV garnering over one lakh units. The first vehicle under the more premium Avinya range will more likely be an SUV or a sportback with multiple body styles waiting to follow in the near future.

Distinct from the existing range, the Tata Avinya models are expected to adopt a blended sales approach – combining physical dealerships with a digital interface. Rivals are expected to include globally recognised electric models such as the Hyundai Ioniq 5, Kia EV6, Tesla Model Y and luxury entry-level EVs from the German trio.

Under the skin, technology development is being handled with flexibility in mind. Tata has indicated it will not restrict Avinya to a single battery chemistry – remaining open to alternatives beyond LFP depending on range targets, safety needs, charging speeds and packaging efficiency. At the same time, the company is leveraging technical collaboration with Jaguar Land Rover.

Particularly areas such as electrical architecture, safety systems and software integration are being explored. Tata is targeting around 40,000 charging points by 2027 through partnerships under an open collaboration model. Looking further ahead, the company has outlined a vision of reaching one million total chargers including one lakh public charging points by the end of the decade.

Tata says more than 50 per cent domestic value addition has already been achieved at the tier 3 supplier level – helping the company qualify for PLI benefits. Used EV batteries are also being repurposed for renewable energy storage adding a circular economy layer. With its EV market share currently hovering between 40 and 45 per cent, Tata Motors is confident of pushing this figure closer to the 45–50 per cent range in the short term.

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