SOURCE: AFI
India’s Tejas Light Combat Aircraft (LCA) program, while initially aimed at addressing the Indian Air Force’s (IAF) need for an indigenous fighter jet, has also presented an opportunity to showcase Indian aerospace capabilities on the global market.
However, India’s first attempt to export the Tejas Mk1A faced significant challenges, from limited marketing to tough international competition, which has underscored the need for a more strategic approach with the upcoming Tejas MkII. Learning from the Mk1A’s marketing shortfalls, India can take several key steps to create a competitive export strategy for the Tejas MkII, positioning it as a viable, cost-effective option for countries seeking modern fighters without the high price tags of Western alternatives.
The Tejas MkII is designed with substantial upgrades, making it more capable than the Mk1A. However, to appeal to prospective buyers, it is essential to emphasize specific advantages the MkII offers over competing jets.
The Tejas MkII is expected to be priced more competitively than Western fighters like the F-16 or Saab Gripen. Emphasizing its cost-effectiveness, including its operational and maintenance costs, will appeal to countries seeking affordable defense solutions.
Many nations are wary of over-reliance on a single country for military supplies. By positioning the MkII as a fighter with minimal dependence on foreign technology and a high degree of local content, India can appeal to countries that prioritize sovereignty in defense.
India could partner with countries interested in aerospace co-production. Engaging nations in South-East Asia, the Middle East, and Africa could yield fruitful collaborations that would open markets for the Tejas MkII.
By partnering with international defense companies for marketing and after-sales support, India can leverage their established networks. For example, tying up with companies experienced in global defense sales could help market the MkII effectively in competitive regions like Africa and Latin America.
Establishing regional facilities for manufacturing parts, maintenance, and training in countries that purchase the MkII will ensure long-term partnerships. This move can enhance buyer confidence, given the assured support and localized infrastructure for maintenance.
Offering government-backed financial assistance or structured payment plans could make the MkII more accessible to potential buyers. China and Russia often use financing options to secure deals in emerging markets, and India could adopt a similar approach.
Providing leasing alternatives allows countries to access advanced fighter capabilities without committing to full purchases, catering to countries with lower budgets but urgent defense needs. This strategy has worked well for countries acquiring equipment on a trial basis before full purchase.
Offering buyers the chance to participate in manufacturing components or assembling the aircraft locally can enhance the appeal. Offsets create jobs, transfer skills, and stimulate local industry, making it easier for governments to justify the acquisition politically and economically.
Like many other countries, India can showcase the Tejas MkII at international defense exhibitions, air shows, and combat exercises to highlight its capabilities. Demos and live performances can provide tangible proof of its combat-readiness.
If the IAF deploys the MkII in real-time defense missions or peacekeeping operations, showcasing these in marketing materials would build credibility. Combat-proven aircraft generally have higher appeal due to the assurance of reliability under actual operational conditions.
The perception of Tejas has suffered due to marketing missteps. Rebranding the MkII as a capable, indigenous, cost-effective solution can appeal to emerging economies that are looking to diversify their sources of defense technology.
The Tejas MkII fighter jet holds promise for India’s defense export ambitions. By learning from past challenges faced with the Mk1A, India can adopt a more strategic approach to market the MkII on the global stage. From establishing strong partnerships and flexible financing options to ensuring reliable after-sales support, a comprehensive strategy will enable India to position the Tejas MkII as a competitive choice in the global fighter jet market.