Why Do Great Companies Make Bad Products - Indian Case Studies

Disclaimer: If this article sounds like a personal rant, that’s because it is.

Let me get this off my chest right away: I have a love-hate relationship with big companies. They can be geniuses one day and clumsy fools the next.

They have all the money, brains, and manpower in the world, but sometimes they churn out products so bad, you wonder if an intern accidentally hit the "Send to Market" button on a prank design.

So, why do they make such mistakes?

Let's explore this conundrum.

It's not just a lack of innovation I believe. Often, it's a fundamental misunderstanding of design. Whether it's arrogance, poor communication, or sheer overconfidence, flawed design is often at the heart of these failures.

It's like trying to make a Bollywood blockbuster with a great cast but no script - it's bound to flop.

If you've ever wondered why the “next big thing” from a billion-dollar company ended up as a clearance-rack disaster, buckle up! We're now diving into the design sins that turn great intentions into epic flops.

Here are 9 failed products by great companies:

1. Tata Nano: The "Cheapest Car" Nobody Wanted

Oh, Tata Nano. The "affordable car for the masses" that no one wanted to be seen in.

Marketed as "the people's car," the Tata Nano ended up being the butt of jokes. Why? Because no one aspires to own something labeled "cheap". It's like slapping a "discounted" sticker on someone's ego.?

The design was functional but lacked emotional appeal - a cardinal sin in a country where cars are status symbols. Middle-class India wants to flaunt their cars, not whisper about them in shame.

Fix: Nano could've been the Maruti 800 of its time if only it had been marketed as a "compact marvel" instead of an "EMI ke liye bhi EMI" deal. Perhaps, rebranding it as a "smart urban vehicle" with clever design elements could have changed its story. Design isn't just about functionality, it's about aspiration.

2. Paytm Inbox: A Feature Nobody Asked For

Remember when Paytm , known for revolutionizing digital payments in India, decided it wanted to be WhatsApp? They introduced "Paytm Inbox," a messaging feature in their app.

Let me ask you this: when was the last time you opened Paytm thinking, "You know what, I'd love to chat with my friends here"?

Exactly.

This unnecessary feature cluttered the user experience and died faster than free Wi-Fi in a crowded mall.

Lesson: Great digital products focus on core functionalities. Adding features for the sake of it often dilutes the user experience.

3. Tata Cliq: When Premium Felt Subpar

TATA CLIQ positioned itself as a premium e-commerce platform, but navigating it felt like searching for Golgappas at a dosa stall.

The design was clunky, the product availability was hit-or-miss, and the entire experience screamed "Beta version."

For a brand with "premium" ambitions, it delivered anything but that. It's like ordering biryani and getting pulao - close, but not close enough to justify the hype.

Fix: User-centric design with smoother navigation and better curation could have made Tata Cliq live up to its premium promise. Premium isn't just a label, it's a feeling you deliver.

4. Reliance LYF Phones: The Free SIM gamble with Subpar Design

Reliance Retail bundled LYF phones with Jio SIMs, but the hardware felt like an afterthought. Overheating, poor quality, and basically being disposable SIM card holders disguised as phones.

Fix: A focus on build quality and usability would've complemented the stellar Jio network. Great design amplifies great strategy.

5. Zomato's Infinity Dining: Too Much, Too Soon

Zomato launched "Infinity Dining," an all-you-can-eat scheme at premium restaurants.

While it sounded like a foodie's dream, restaurants struggled to manage the economics, and customers gamed the system.

Lesson: For digital products, balancing innovation with practical execution is key. Overpromising without delivering is a surefire way to break trust.

6. Kingfisher Airlines: Luxury Without Logic

Remember Kingfisher Airlines ? Luxury in the skies, they said. Only, they forgot that Indian travelers want two things: low fares and punctual flights. Kingfisher was like that friend who insists on ordering avocado toast when all you want is chai and samosas.

The service was top-notch, sure, but when IndiGo showed up with affordable tickets and a no-frills attitude, Kingfisher's dream crash-landed.

Lesson: Design isn't just about aesthetics, it's about delivering value where it matters.

7. Pepsi Atom: The "Extra Strong" Dud

百事 decided to make a macho cola and called it Atom. It was supposed to be "extra strong" for India's youth. Turns out, it was "extra bitter" and made people's faces scrunch up like they'd bitten into a Karela.

Seriously, they designed for an imagined audience rather than conducting real user testing? Instead of a "strong" cola, they delivered a flavor that alienated everyone.

Lesson: Validate your design assumptions. Just because the marketing team loves an idea doesn't mean the public will.

8. The Air India Maharaja: Great Branding, Poor Execution

Air India’s Maharaja mascot was once the epitome of hospitality.

Fast forward to delayed flights, lost baggage, and inflight meals that looked like punishment, and a disconnect between brand promise and reality made the Maharaja a tragic figure.

Branding is great, but if your reality doesn’t match, even the Maharaja can't save you.

Lesson: Design doesn't stop at visuals. Consistency across the user journey is key to maintaining trust.

9. Ola Play: Entertainment That Entertained No One

Ola 's "Ola Play" was a fancy in-cab entertainment system that promised music, movies, and more. Sounds great, right? Except for one tiny detail: most rides in India are too short to even finish an ad, let alone a movie.

And when you're stuck in traffic for hours, let's be honest: you're more worried about your bladder than Bollywood.

Lesson: Innovate with context in mind. A feature that doesn't fit the user's environment is just extra baggage.

Design Lessons from the Greats (and the Not-So-Greats)

So here's my unsolicited advice, because ranting without a takeaway feels incomplete:

1. Have a Clear Vision: Like a great UI, your product's purpose should be obvious and intuitive. Vagueness kills.
2. Listen to Feedback: Focus groups and user testing aren't optional. They're your reality check.
3. Avoid Design by Committee: Too many opinions dilute clarity. Assign decision-makers who understand design.
4. Match Branding with Execution: A flashy website or ad campaign means nothing if the product disappoints.
5. Think Beyond Functionality: Emotional design creates connections. People don't just use products - they experience them.

Wrapping It Up: My Two Rupees

Design isn't just about aesthetics or functionality - it's about connection. The best designs resonate with users on an emotional level, creating loyalty and delight.

Indian companies have immense potential, but sometimes they trip over their own ambition.

They don't fail because they lack resources. They fail because they overlook the basics of design - clarity, usability, and empathy.

Next time you're brainstorming the next big thing, ask yourself: does this solve real problems? Does it make users feel something?

Innovate and adapt, but for heaven's sake, listen to your customers. If not, you will be missing out on the most important element of all: connection.

I hope you all either enjoyed reading or found this article helpful. Follow me for more. :)