Gone are the days of surviving by keeping transaction focus. Modern day competitive era calls for keeping a relationship focus with customers so that the same may stand for the company at the time of crisis. This is the way to ensure sustained earnings and growth as well. In today’s marketing environment sustainability of the consumer’s life time value with a particular organization may not have any validated assurance. In such a scenario the most important tool available with the firms is to make the customers happy. Indian automobile industry is passing through an interesting phase. On one hand, new players are finding the Indian market a lucrative one to enter into, while the existing players are finding it hard to maintain their existing market share on account of cutthroat competition, global recessionary trends and enhanced bargaining power of the customers. Relationship marketing is the best way to enhance the better brand image in the minds of the customers. The present study makes an endeavour to assess the relationship marketing efforts of prominent players of Indian passenger car industry.