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Daicel Corporation (Daicel), a Japanese firm, announced setting up of an airbag inflator manufacturing plant in Chennai, during the beginning of 2021. The facility was to be located within CapitaLand's OneHub Industrial Township, close to Old Mahabalipuram Road, in Chennai, India. Investing about INR2.3 billion, Daicel was all set to start operations during the year 2023 in the domestic market. The Managing Director of Indian operations, Takase Yoshifumi had admitted that Daicel was ready to invest, considering the huge growth potential in the Indian market. Till the year 2020, the brand was known to supply products to the domestic market through Thailand's production hub. A major objective of Daicel for investing in the Indian market was to strengthen brand presence coupled with building up a seamless supply chain network in the domestic airbags market. It was interesting to note that, during October 2018, the brand had built up a sales office in India at Gurugram, Haryana. Experts had acknowledged that, the rising competition in the Indian market would be a major challenge in the future. With an appropriately positioned technology based business model, would Daicel be able to address the rising demand of airbags in a growing market?