“I don’t think we can ever make a launcher the size of Vega for the price of what they do in India,” said Avio CEO Giulio Ranzo, citing Europe’s higher labor costs and stringent environmental regulations. “But I think we can differentiate ourselves by providing a more sophisticated, more performing service that’s more accurate, more reliable, more flexible, etc.”

Avio’s product mix includes a suite of advanced offerings meant to challenge PSLV on grounds other than price — a factor both Avio and the European Space Agency admit plays to India’s advantage — as well as a possible “mini-launcher” variant, to perform dedicated missions for cubesats and larger but still low-mass satellites.

Designers of Europe’s light-lift Vega rocket are creating a slew of new products intended to lure prospective customers away from India’s Polar Satellite Launch Vehicle and to fend off the coming wave of launch startups that are developing dedicated rockets for cubesats and other small satellites.

Ranzo briefed reporters during a Nov. 22 media event at Avio’s rocket factory near Rome. Avio covered travel expenses for journalists to attend the event.

The Indian Space Research Organisation’s PLSV is Vega’s No. 1 competitor. Both rockets are designed to launch roughly the same size payloads to low Earth orbit. Though mostly used for domestic missions, PSLV has launched Vega-class satellites weighing several hundred kilograms, and has gained a favored status among comercial smallsat operators as a go-to rideshare opportunity. PSLV had its first failure in 20 years Aug. 31 when its payload fairing failed to separate, preventing a navigation satellite from releasing into orbit. A return-to-flight mission is slated for January.

Vega has launched 11 times since debuting in 2012, all of which were successful. Arianespace of Evry, France, which markets Vega along with Soyuz and the Ariane 5, launched three Vega rockets this year, and in September ordered six more Vega and four next-generation Vega C’s from Avio in anticipation of future business.

Avio and Arianespace are seeking a commitment by European governments to launch at least twice a year using Vega C, which can carry 2,300 kilograms to low Earth orbit — about 800 kilograms more than today’s Vega. ESA officials said Vega C will be stable with a minimum of three, but preferably three to four missions per year. Ranzo said Vega can launch four times a year, but he wants to be able to launch up to six times, and that launches are currently booked out to 2021.