TATA have everything in their pocket, all good VFM cars at their price range. But their marketing, sales and A$$ have always let them down.
Look at Mahindra, although there were initial niggles in XUV, but now they have worked really hard to regain their image and releasing timely updates and what not. If today in market for UV, I will definitely consider XUV, as it comes out as winner. And small niggles here and there one can expect from both TATA and Mahindra.