JSW Group's automotive business is preparing to enter India's electrified vehicle market through the launch of company-owned "experience centres" ahead of its first vehicle introduction in the second half of 2026.

According to a media report citing people familiar with the matter, JSW Motors plans to set up at least four such centres across key cities, including Mumbai, New Delhi and Ahmedabad, prior to rolling out its debut model. These outlets will serve as spaces where customers can interact with the company's products, understand underlying technologies and engage with the brand.

In response to queries from media sources, a spokesperson for JSW Motors stated that the company will begin with experience centres to offer a controlled customer environment. The spokesperson added that JSW Motors intends to launch a plug-in hybrid vehicle and a range extender model in 2026, followed by a phased expansion of its portfolio across multiple segments and powertrains. The first model is expected to be positioned as an upscale plug-in hybrid.

The new outlets will be owned and operated directly by the company during the initial phase, with the objective of maintaining control over customer experience, pricing and brand positioning. This approach is expected to precede a broader rollout through traditional dealership networks. At the same time, JSW Motors has begun engaging with prospective dealer partners as part of its long-term retail strategy.

The company is also expected to showcase its initial product line-up around June or July. This will include vehicles developed under its separate partnership with Chery Automobile, although all such models will be marketed under the JSW brand.

JSW's entry into the passenger vehicle segment represents its first independent automotive brand, despite its existing joint venture with SAIC Motor through JSW MG Motor India. The move comes at a time when demand for electrified vehicles in India is increasing, supported by tightening emission norms and rising consumer focus on operating costs. The broader market landscape includes established domestic players such as Tata Motors Passenger Vehicles and Mahindra & Mahindra, along with new entrants exploring alternative retail and sales models.

To support its automotive plans, JSW Group is constructing a manufacturing facility in Maharashtra. This plant will produce new-energy passenger vehicles for JSW Motors, as well as electrified trucks and buses under JSW Greentech. The commercial vehicle operations will initially cater to the group's internal fleet requirements before being expanded to external customers.