Tata Motors has launched its most aggressive discount campaign of 2025, aptly named “Festival of Cars,” offering unprecedented savings of over ₹1 lakh across multiple models. This strategic move comes as the Indian automotive giant aims to boost sales during the festive season while clearing inventory ahead of new model launches.
Flagship Festival of Cars Campaign
The company’s Festival of Cars initiative, valid from August 8 through October 31, 2025, represents Tata Motors’ biggest discount offensive to date. The campaign encompasses both internal combustion engine (ICE) and electric vehicle (EV) portfolios, with cumulative benefits reaching up to ₹2.25 lakh on premium SUVs.
Vivek Srivatsa, Chief Commercial Officer at Tata Passenger Electric Mobility Ltd, emphasized the campaign’s significance: “With total benefits of up to ₹2.05 lakh on ICE vehicles, this year’s festive celebration includes limited-time attractive price reductions, along with attractive exchange and cash benefits, making it the perfect moment to embrace the spirit of new beginnings”.
ICE Vehicle Discounts: Safari Leads the Pack
The traditional fuel-powered lineup sees substantial price reductions, with Tata’s flagship three-row Safari SUV commanding the highest discount of ₹1.80 lakh. The five-seater Harrier follows closely with savings up to ₹1.60 lakh, making both premium SUVs significantly more accessible to buyers.
Model-Wise ICE Discount Breakdown:
| Model | New Starting Price | Maximum Discount | Additional Benefits | Total Max Benefits |
|---|---|---|---|---|
| Safari | ₹15.49 lakh | ₹1.80 lakh | Up to ₹45,000 | ₹2.25 lakh |
| Harrier | ₹14.99 lakh | ₹1.60 lakh | Up to ₹45,000 | ₹2.05 lakh |
| Nexon | ₹7.99 lakh | ₹80,000 | Up to ₹45,000 | ₹1.25 lakh |
| Tiago | ₹4.99 lakh | ₹65,000 | Up to ₹45,000 | ₹1.10 lakh |
| Altroz | ₹6.49 lakh | ₹45,000 | Up to ₹45,000 | ₹90,000 |
| Tigor | ₹5.99 lakh | ₹30,000 | Up to ₹45,000 | ₹75,000 |
The compact SUV Nexon receives an ₹80,000 price reduction, while entry-level models like the Tiago hatchback benefit from ₹65,000 savings. Notably, the popular Punch and recently launched Curvv ICE variants are excluded from this particular campaign.
Tata Motors August 2025 discount offers across ICE and EV models, with Safari leading at ₹1.80 lakh maximum discount
Electric Vehicle Portfolio: Curvv EV Tops Discount Charts
Tata’s electric vehicle range receives separate but equally compelling offers, with the newly launched Curvv EV leading with discounts up to ₹1.40 lakh. This aggressive pricing strategy aims to accelerate EV adoption while maintaining Tata’s market leadership in India’s electric passenger vehicle segment.
EV Discount Highlights:
- Curvv EV: Up to ₹1.40 lakh (highest EV discount)
- Punch EV: Up to ₹1.20 lakh (significant savings on micro SUV)
- Nexon EV: ₹30,000 (achieving ICE price parity)
- Tiago EV: ₹40,000 (maintains ₹7.99 lakh starting price)
The Punch EV now starts at just ₹9.99 lakh, while the Nexon EV achieves price parity with its ICE counterpart at ₹12.49 lakh. The newly launched Harrier EV offers loyalty benefits exclusively for existing Tata customers.
Strategic Market Positioning
This discount blitz comes amid a broader industry trend of aggressive festive season pricing. According to Business Standard, festive discounts across mass-market passenger vehicles in August 2025 range between ₹40,000 to over ₹1 lakh, as manufacturers rush to clear inventory ahead of upcoming launches.
Tata’s strategy is particularly focused on:
Inventory Management: Clearing Model Year 2024 stock before fiscal year transitions
Market Share Defense: Competing against aggressive pricing from rivals like Maruti Suzuki and Hyundai
EV Adoption: Making electric vehicles more accessible through substantial price reductions
Festive Season Capture: Leveraging traditional high-sales periods like Raksha Bandhan and Ganesh Chaturthi
Additional Consumer Benefits
Beyond headline discounts, Tata Motors is offering comprehensive benefit packages including:
- Exchange bonuses up to ₹45,000 across select models
- Corporate discounts for employees of partner companies
- Scrappage benefits for customers retiring older vehicles
- Free charging for six months at Tata Power charging stations (EVs)
- Finance schemes with attractive EMI options
Market Impact and Timing
The August 2025 discount campaign represents Tata Motors’ most comprehensive pricing strategy to date, surpassing previous campaigns in both scope and quantum of benefits. With electric vehicle sales in India growing 93% year-over-year in July 2025, reaching 15,423 units, Tata is positioning itself to capitalize on this momentum while maintaining its dominant market position.
Industry analysts view this as a strategic pre-emptive move ahead of increased competition from new entrants and model refreshes from existing players. The company’s dual approach of discounting both ICE and EV portfolios ensures broad market coverage while supporting its electrification agenda.
Availability and Terms
All discount offers are subject to stock availability and vary by dealership location. Customers are advised to contact authorized Tata Motors dealerships for specific variant-wise pricing and final negotiated rates. The Festival of Cars campaign remains valid through October 31, 2025, coinciding with major Indian festivals including Dussehra and Diwali.
For buyers considering a Tata vehicle, August 2025 presents an exceptional opportunity to secure significant savings across the company’s most popular models, whether choosing traditional powertrains or embracing electric mobility.