Maruti Suzuki Accelerates Rural Push with Nexa Studio Network Expansion
Maruti Suzuki India Limited (MSIL) is intensifying its strategic focus on smaller towns and rural regions through a significant expansion of its Nexa Studio retail network. The automotive giant has recently inaugurated its 200th Nexa Studio outlet, marking a rapid rollout since the concept's introduction in August 2024.
What Are Nexa Studios?
Nexa Studio outlets represent compact versions of the standard Nexa showrooms, specifically designed to cater to tier-two and tier-three cities. These studios aim to deliver a premium retail experience to customers in less urbanized locations, bridging the gap between urban and rural automotive markets.
In an impressive span of just 18 months, Maruti Suzuki has successfully launched 200 Nexa Studios across 173 districts nationwide. This expansion has already facilitated vehicle deliveries to approximately 42,000 customers through these outlets. The company has ambitious plans to further grow this network, targeting between 600 and 700 Nexa Studio outlets by the year 2031.
Sales Impact and Future Projections
Currently, sales generated through the Nexa Studio network contribute around 8 to 10 percent of MSIL's total sales volumes. As the network continues to expand, this share is projected to increase significantly, reaching nearly 25 percent by 2031. This growth underscores the strategic importance of rural and semi-urban markets in Maruti Suzuki's overall business strategy.
All Nexa Studios are equipped to be EV-ready, supporting the upcoming electric vehicle models, including the recently launched e-Vitara. This forward-thinking approach ensures that the network is prepared for the evolving automotive landscape and the increasing demand for electric mobility solutions.
Rural Market Contribution on the Rise
Rural markets have become a pivotal component of MSIL's sales performance, now accounting for over 50 percent of the company's total sales. The contribution from rural areas has seen a substantial increase, rising from about 38 percent in the 2019–20 period to approximately 52 percent in 2025–26 (data up to January).
This upward trend is also evident in the SUV segment, where rural contribution has grown from roughly 37 percent to 47 percent over the same timeframe. Maruti Suzuki categorizes areas outside the top 100 cities as emerging markets, where consumer demand is steadily converging with urban regions.
Monthly per capita spending in these emerging markets stands at about Rs 4,122, compared to Rs 6,996 in urban cities. This disparity highlights the potential for growth and the importance of tailored retail strategies like the Nexa Studios to tap into these markets effectively.
Vehicle Range and Offerings
The Nexa Studios will retail a comprehensive range of Nexa-branded vehicles, including popular models such as the Baleno, Fronx, Grand Vitara, XL6, Jimny, Ignis, and Invicto. Additionally, these outlets will feature the company's maiden electric vehicle offering, the e-Vitara, aligning with the broader shift towards sustainable transportation.
This expansion not only enhances Maruti Suzuki's retail footprint but also reinforces its commitment to making premium automotive experiences accessible across diverse geographical landscapes, driving future growth in India's automotive sector.
