If the supply of rare earth magnets is not resolved soon, India's auto sector could be looking at production disruptions by early August, thwarting the festive season which accounts for 30-35 percent annual sales
Electric SUVs XEV9e and BE6 on the production line at Mahindra & Mahindra’s Chakan plant near Pune
Image: Amit Verma
Jaideep Wadhwa, managing director of Sterling Gtake E-mobility, an auto components manufacturer, has a word of advice for India’s automakers. “Fold your hands and pray to God this crisis is over soon,” he says, “because there is no other option in the immediate future.”
Wadhwa’s reference is to the ongoing shortage of rare earth magnets, which seems to be hurting India’s 20 lakh vehicles-a-year automotive industry—counting all two-wheelers, three-wheelers and passenger vehicles sold in the world’s third-largest market. Although most automakers are tight-lipped about the crisis, reports of unavoidable delays and disruption abound, specifically in the production of electric vehicles (EVs), for which rare earth magnets are critical.
If the supply of rare earth magnets is not resolved by the end of June, India’s auto sector could be looking at production disruptions by early August, causing delays in sales leading up to the festive season, which begins in October and usually accounts for between 30 percent and 35 percent of annual sales. Unconfirmed estimates peg the potential delays in production at two to six months with a possible price rise at 5 to 8 percent.
“I must point out a dark cloud on the horizon in terms of continued supply of rare earth magnets from China, which are an essential component of high-performance EV motors... any delay or disruption will start to seriously impact production by July,” Rakesh Sharma, executive director, Bajaj Auto, said during the fourth quarter results conference call on May 29. Bajaj has emerged as the largest in the electric scooter market during the quarter between January and March 2025 with a 29 percent market share.
Already, this year is not going too well for India’s automakers, with the passenger vehicles segment growing only 3 percent during April-May this year over last year. Two-wheelers haven’t done any better, with a 7 percent decline, and with a decisive shift in the market towards electric, the rare earth shortage bodes ill. “Limited supplies mean that vehicles could become expensive or that discounts may disappear,” Ravi Bhatia, president and director at Jato Dynamics India, an automotive data and intelligence company, tells Forbes India.
(This story appears in the 11 July, 2025 issue of Forbes India. To visit our Archives, click here.)