For years now, the Alto K10 has been a top seller in the Indian market, with its popularity unaffected by the rise of competition and changing consumer tastes. The success of the product has endured for so long that it begs the question why. Others say it is due to Maruti Suzuki's strong brand image and the trust Indian consumers have in the company's products. There are some who argue that the K10 still represents genuine value for money purchase price, running costs, reliability, etc. It often becomes a debate of newer entrants in the market providing better all around package and whether the Alto K10's sales are more a result of habit and familiarity than the merits of a modern vehicle. The discussion of this also includes the exclusive automotive market conditions and the consumer behavior in India.