JSW MG Motor India is pushing to raise localisation levels of its bestselling MG Windsor EV beyond 70%. This move marks a strategic evolution from aggressive sales-volume expansion to fortifying its supply chain around the model that has become the cornerstone of the company’s electric vehicle ambitions in India.
The company’s Managing Director, Anurag Mehrotra, highlighted that as demand for the Windsor continues to grow, increasing localisation to over 70% will help mitigate supply chain risks. This deeper integration of local components aims to shield the EV strategy from global volatility in battery materials, semiconductors, and other imported parts.
Windsor’s Steady Performance as Growth Engine
Since its launch in October 2024, the Windsor EV has delivered remarkably consistent results. Over 21 months, it has averaged approximately 3,700 units per month, with cumulative wholesales crossing 75,000 units. In 2025 alone, it emerged as India’s top-selling passenger EV with over 46,000 units sold.
This steady performance has positioned the Windsor as JSW MG Motor’s primary growth lever. The company, which recorded total sales of around 70,554 units in 2025, is targeting double-digit overall sales growth in 2026, with the Windsor expected to remain a flagship contributor. Recent monthly figures, such as 4,056 units in June 2026, underscore its ongoing momentum.
EV Demand Broadens Beyond Metros
A notable aspect of the Windsor’s success is its geographic reach. Only about 30% of its sales come from India’s four major metros (Delhi, Mumbai, Kolkata, and Chennai). The remaining ~70% originate from smaller cities and towns, demonstrating that EV adoption is no longer confined to traditional urban, premium-buyer segments.
This broadening appeal reflects improving infrastructure, greater awareness, competitive pricing (including the innovative Battery-as-a-Service or BaaS option that lowers upfront costs), and the model’s practical features suited to diverse Indian driving conditions. JSW MG’s expanding dealer network, with a majority of outlets outside the metros, has supported this penetration into Tier-2 and Tier-3 markets.
Strategic Implications for India’s EV Market
By prioritising localisation, JSW MG is not only aiming to improve cost competitiveness and margins but also to create a more robust domestic supply ecosystem. This approach aligns with broader industry trends toward self-reliance while reducing exposure to international disruptions.
For India’s EV sector, the Windsor story signals maturing demand dynamics. As the market moves beyond early adopters in big cities, models that offer strong value, accessibility, and reliability — paired with supportive policies and infrastructure — can drive mainstream adoption.
JSW MG Motor’s focus on the Windsor, alongside plans for new energy vehicles (including plug-in hybrids) and capacity expansion, positions the company to capture a larger share in what is expected to be a double-digit growth year for the industry in 2026. The combination of deeper localisation and widening geographic traction could provide a resilient foundation for sustained EV growth in India.
