FOR LONG the preserve of scooters and some clunky motorcycles, India’s two-wheeler market revved up with the first sign of real action in the mid-1980s, when the Japanese rolled into the country through collaborations with local firms. Escorts brought in Yamaha, which launched the iconic RX100—adored and cherished to this day. Bajaj tied up with Kawasaki to launch a few models that extolled the virtues of speed and performance.
Yet, the one that laughed all the way to the bank was Hero, which tied up with Honda. While Yamaha and Kawasaki focused on style and power, Hero Honda catered to middle-class India’s primary concerns— affordability, manoeuvrability and, above all, mileage.
Through unforgettable campaigns like ‘Fill it, shut it, forget it’, Hero Honda became India’s, and then the world’s, largest-selling two-wheeler brand. Hero retained its numero uno position even after exiting the partnership with Honda in 2011. And this continued value proposition meant competitors had to rework their strategies, as India over the decades became a commuter bike market firmly focused on low-power (mostly in the 100cc-125cc range) and high fuel efficiency.
This story is from the October 22, 2023 edition of THE WEEK India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the October 22, 2023 edition of THE WEEK India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Trump And The Crisis Of Liberalism
Although Donald Trump's election to a non-consecutive second term to the US presidency is not unprecedented—Grover Cleveland had done it in 1893—it is nevertheless a watershed moment.
What Will It Take To Clean Up Delhi Air?
IT IS ASKED, year after year, why Delhi’s air remains unbreathable despite several interventions to reduce pollution.
Men eye the woman's purse
A couple of months ago, I chanced upon a young 20-something man at my gym walking out with a women’s sling bag.
When trees hold hands
A filmmaker explores the human-nature connect through the living root bridges
Ms Gee & Gen Z
The vibrant Anuja Chauhan and her daughter Nayantara on the generational gap in romance writing
Vikram Seth-a suitable man
Our golden boy of literature was the star attraction at the recent Shillong Literary Festival in mysterious Meghalaya.
Superman bites the dust
When my granddaughter Kim was about three, I often took her to play in a nearby park.
OLD MAN AND THE SEA
Meet G. Govinda Menon, the 102-year-old engineer who had a key role in surveying the Vizhinjam coast in the 1940s, assessing its potential for an international port
Managing volatility: smarter equity choices in uncertain markets
THE INDIAN STOCK MARKET has delivered a strong 11 per cent CAGR over the past decade, with positive returns for eight straight years.
Investing in actively managed low-volatility portfolios keeps risks at bay
AFTER A ROARING bull market over the past year, equity markets in the recent months have gone into a correction mode as FIIs go on a selling spree. Volatility has risen and investment returns are hurt.
