Vijay Mallya has called on Bernie Ecclestone to "uncrap" Formula 1 if the 84-year-old thinks it is not a product worth selling at the moment.
Mallya's remark referenced a recent misquoted comment from the commercial rights holder as numerous news outlets reported Ecclestone had described F1 as 'crap'.
Ecclestone's comment, heard by AUTOSPORT, was actually in relation to the power units - a long-time bug bear of Ecclestone's - following a meeting he had with various team engineers.
At the time Ecclestone said of the current engines: "As you may or may not know I used to be a used-car dealer.
"I was good at my job, and I'm still reasonably good at running things, but you [the engineers] have given me a shitty product to sell."
The mistranslated version has made headlines since, and various team chiefs were asked about it in the FIA press conference ahead of this weekend's British Grand Prix.
With the question aired as to Ecclestone's remark, Force India team principal Mallya said: "How would I respond to the chief executive's comment that he had a crappy product to sell? He shouldn't be selling the product if he thought it was crap.
"Considering he sells the product he calls crap, but he makes billions (of pounds) out of it, he needs to work with the participants to uncrap it."
Following this week's latest Strategy Group meeting at Biggin Hill, ideas are being discussed to make F1 more entertaining for fans.
While Mallya backed those ideas, he questioned the focus of the Strategy Group.
"If it makes the sport more attractive, the racing more competitive, then I'm all for it.
"I've always held the opinion there are more fundamental issues the Strategy Group should be focusing on, but having said that, every small step to make F1 more attractive is a welcome step.
"The most important thing for us is to sustain all the teams in F1.
"If that is addressed, as it should be, even the small teams can be very competitive.
"If Williams beat Ferrari the racing will be really exciting; if a Sauber can beat a Williams it will be even more exciting.
"If all teams are strong enough to be sustainable and can focus on producing a competitive car rather than worrying about how to survive, that will be the best thing for F1.
"There are multiple ways to reduce costs. There were ideas discussed at the Strategy Group about teams agreeing to a cost cap and being allowed more tech freedom in return.
"There are many ways to skin this cat. The prize at the end is sustainability. That will lead to more exciting competition."