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Citroen, a leading French automobile brand, entered India in April 2019. The company's management was buoyant on the Indian market and hoped to capture a modest 2% of the Indian passenger vehicle market in the next five years. The company saw itself as a long-term player in this market and was in no hurry to capture the market share aggressively. It was confident of its products and formulated a comprehensive branding strategy for its success in the Indian market. However, communicating convincingly and creating a favourable brand perception in a highly competitive market like India was not easy. The critics were not impressed with the initial steps taken by Citroen in India and predicted a challenging path for the firm.