Why own when you can subscribe? This mantra is slowly catching on in urban India, just like it has in the western world. As per the media reports, the country's two biggest automobile manufacturers, Maruti and Hyundai, are seeing good traction in subscription-based flexible ownership of vehicles.
Shashank Srivastava, executive director-marketing & sales, Maruti Suzuki, says, "This seems to be a consumer-behaviour phenomenon, especially in larger cities, where people prefer to rent instead of owning. Our research observations indicated that 20-24 per cent of people preferred renting cars than buying them. This trend is seen also in other items such