Stellantis taps Kashmir market with first dual-brand auto hub in Srinagar

Stellantis India inaugurated its first Stellantis Brand House (SBH) in Srinagar, marking the entry of Jeep and Citroën into the Kashmir market through a dual-brand retail format.

Developed in partnership with ARSH Automobiles Pvt. Ltd., the integrated facility is designed to cater to the Valley’s evolving automotive needs by offering complete 3S support—sales, service and spare parts—for both brands under a single roof.

The “Brand House” concept enables Stellantis to present two distinct automotive propositions. Jeep, backed by an 80-year legacy, is positioned around rugged SUV capability suited to the region’s challenging terrain and weather conditions. Citroën, on the other hand, brings its “Advanced Comfort” positioning, targeting customers seeking refined ride quality and contemporary design.

Shailesh Hazela, CEO & MD of Stellantis India, highlighted the strategic importance of the launch: “Srinagar is a key market where customers increasingly seek reliability and capability. We are ensuring seamless access to our global portfolio, whether they desire the adventure DNA of Jeep or the comfort-first approach of Citroën.”

The 12,000 sq. ft. facility is set to serve as a central hub not just for Srinagar, but for neighbouring districts including Ganderbal, Budgam, Pulwama, Anantnag, and Baramulla.

Mohammad Anwar Khan, Dealership Principal at ARSH Automobiles, noted that the partnership aims to fulfill the growing aspirations of local buyers. “This facility allows us to deliver world-class service and an exceptional ownership experience backed by a deep understanding of the local market,” he said.

The launch reflects Stellantis’ aggressive expansion strategy in Northern India, focusing on premium, value-led markets to drive long-term growth.