JSW Group’s automotive business is preparing to open a clutch of company-owned showrooms in India ahead of its first vehicle launch later this year, a bid by the conglomerate to firmly establish the new brand, according to people familiar with the matter.

JSW Motors, part of the billionaire Sajjan Jindal-led conglomerate, plans to set up at least four “experience centers” across key Indian cities, including Mumbai, New Delhi and Ahmedabad, before rolling out its debut product in the second half of the year, the people familiar said, asking not to be identified as the discussions are private. The new car will be an upscale plug-in gas-electric hybrid model, they said.