| INTRODUCTION:Maruti which has established itself as a niche player in the small car segment,providing customers with multiple options of small cars,Alto,Alto K10,Estilo,Wagon R,Omni,Eeco and 800.These cars constitute more than 60% of its monthly sales.But with increasing competition from players like Hyundai,Toyota,GM,Renault,and Ford it is becoming increasingly difficult for Maruti to hold its iron grip of 50% market share in India.To provide different offerings to the customers Maruti is focusing to enter other segments such as MUVs.Maruti Ertiga is on such effort to enter into the new segment bymaruti and looks like it will create a segment LUV of its own.We look into the Maruti Ertiga which is aimed at competing with Toyota Innova and Mahindra Xylo |  |