If you are new to the Indian car industry, locating the offices of the Society of Indian Automotive Manufacturers (SIAM) is no easy task. Sure, the red brick, majestic building of the India Habitat Centre on Lodhi Road in New Delhi is easy enough to locate. But once inside, it is easy to become lost in its sheer size and numerous 'Cores'. Eventually, a good Samaritan may tell you that SIAM is located in Core IV B, right next to a famous food court, write Deepesh Rathore and Tilak Swarup.