Nothing CEO Carl Pei has offered Tesla’s Elon Musk a quirky tip for setting up shop in India: just change your username to “Elon Bhai” on social media.

What Happened? This playful advice reflects the cultural nuances of Indian nicknames, suggesting a more localized approach could ease Tesla’s entry into the Indian market. Pei, known for his innovative approaches, even rebranded his own social media handle to ‘Carl Bhai’, embracing the trend.

Pei’s tweet sparked a flurry of reactions. One user quipped that while Pei is ‘Bhai’, Musk could be ‘Mamu’. Others joined in, suggesting variations like ‘Elon Bhau’ in Maharashtra, ‘Elon Gaaru’ in Telangana, and ‘Elon Dada’ in West Bengal, highlighting the diverse cultural tapestry of India.

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What to know: Meanwhile, Tesla is revving up for a significant move into the Indian market. The government is ironing out a policy to offer reduced import duties on electric vehicles over ₹30 lakh for a couple of years. Presently, high import duties — 100% for cars above ₹33 lakh and 60% below — are a roadblock for Tesla. The company has shown readiness to invest a hefty $2 billion in India, contingent on a more favourable import duty of 15% in the initial years.

The Indian government is considering lowering these duties temporarily. And the buzz is that Tesla’s first Indian factory might just be set up in Gujarat, with the final negotiations likely wrapping up soon.

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