THE IMPACT OF SCOOTERISATION IN INDIA

1. Product
Management
‘Mapping the
Product Manager’s
Big Idea’
By - Sakina Husaini
MBA Executive Perspective
Honda ActivaVsTVS Jupiter
Sales Ratio 3:1

2. India is among the few nations on the planet where every second person has a two wheeler.
Following is a list of the best performing two wheeler companies in the country:
Hero MotoCorp:
• Hero claims to be the country’s largest two-wheeler manufacturer as it dominates in over 70% of
India’s 625 cities and towns.
• Hero clinches the number 1 spot with total sales of over 5 lakh 2-wheelers, mainly motorcycles.
• Known for the planet’s most fuel efficient motorcycle– Splendor iSmart- mileage 102 kilometres.
• The company commenced operations in 1984 as Hero Honda, but soon a merger between Hero
Cycles of India and Honda Motors of Japan ensued, and following the split between both
companies in 2010, Hero Cycles and Honda Motors turned into competitors.
Honda Motorcycle and Scooter India
• The first name that pops into every individual’s mind when considering the purchase of a two
wheeler is Activa.
• HMSI is India’s second biggest two wheeler manufacturer.
• The Honda Activa model, which has been in production since 2000 in India, is the country’s best
selling two wheeler with more than 2 lakh unit per month.
Bajaj Auto
• The company was established during the 1930s in Rajasthan, and has since grown into one of
the biggest two wheeler manufacturers in India.
• Bajaj introduced first Indian made scooter ,Chetak in India, based on ItalianVespa Sprint.
• Bajaj is well known today for its motorcycle Pulsar.
The two wheelers industry in India:

3. The two wheelers industry in India:
TVS Motor Company
• Having commenced operations in 1877,TVS Motor Company initially plied its trade in
sectors such as automobile, finance and insurance. Since 1955, however,TVS began shifting
its focus on automobile alone.
• So far as the scooter market is concerned,TVS’s Scooty brand is among the best performers
over the past two decades. Scooty, as a brand, remains the most preferred scooter among
working women and college girls. Jupiter andWego are two of the other scooters
manufactured by the company, and they are both doing substantially well in the Indian
market.
IndiaYamaha Motor
• A segment ofYamaha Motor Company of Japan, IndiaYamaha Motor holds 4% of country’s
motorcycle market, and about 7.5% of the nation’s scooter market. Around 15,000 scooters
are sold every month by IndiaYamaha Motor, Fascino.
Apart from the aforementioned two wheeler manufacturers in the country, the other brands
that seem to be catching up include Mahindra, Harley Davidson, Suzuki,Triumph Motorcycles,
Piaggio and Royal Enfield.

4. Two-Wheeler Sales November 2017: Manufacturers Report Double
Digit Growth In Sales
Top Two Wheelers Players in India
Company Models Nov-16 Nov-17 Growth Rate
Hero MotoCorp
Honda Motorcycle and Scooter India
Bajaj Auto
TVS Motor Company
India Yamaha Motor
Royal Enfield
Suzuki
Other Players
479,856 605,270 26%
325,480 460,017 44%
Exports Exports
269,948 326,458 21%
219,088 243,323 11%
Exports Exports
NA 86,266 NA
57,313 70,126 22%
36,098 49,535 37%
Motorcycles Splendor, Glamour, CBZ, Achiever, Karizma, Hunk, Passion and CB series 525,224
Scooters Pleasure , Maestro Edge and Duet 80,046
Motorcycles Shine, Unicorn, CBR 150R and 250R, Dream Yuga, CB Trigger 150,606
Scooters Activa, Grazia, Dio, Aviator 281,744
27,667
Motorcycles Avenger, Pulsar, Platina and Discover, other popular bikes - Kawasaki Ninja and KTM Duke. 263,970
Commercial Vehicles 62,488
Motorcycles Apache RTR 200 4V, Apache RR 310, Victor, Star City Plus, Sport, Apache RTR 180
Scooters Jupiter and Wego , TVS Scooty PEP, Zest 110
Total Sales Domestic 203,138
40,185
Motorcycles R15, SZ-X, FZ16, Fazer, SS 125, Crux, YBR 110 and YBR 125
Scooters Fascino
Racing super bikes R1 and YZF R1M. R1 costs around Rs.22 lacs, the YZF-R1M is priced at around Rs.29 lacs.
Mahindra, Harley Davidson, Suzki, Triumph Motorcycles, Piaggio.
Sales in Oct-17
https://auto.ndtv.com/news/two-wheeler-sales-november-2017-manufacturers-report-double-digit-growth-in-sales-1782539

5. The growing impact of scooterisation on the two-wheeler industry can be seen in the fact that three models have wrestled
their way into theTop 10 two-wheelers list.
In the two-wheeler market, all the excitement seems to be in the scooter segment.
In India, Bajaj Auto manufactured its line of scooters from 1972 to 2009, which included the Chetak, Legend, Super and Priya
Today ,the model Honda Activa is positioned at number one both in two wheelers and in scooters, then comes the 3 models
of Hero motorcycles in best selling , then at 5th the next rival scooter model TVS Jupiter , followed by the Hero Maestro
scooter from Hero.
Scooter Sales Report: October 2017
Model Name Monthly Sales
1. Honda Activa 2,59,071 Units
2.TVS Jupiter 81,326 Units
3. Hero Maestro 46,799 Units
4. SuzukiAccess 38,300 Units
5.Yamaha Fascino 24,785 Units
6. Hero Duet 21,515 Units
7.Yamaha Ray 16,694 Units
8. Honda Dio 15,682 Units
9. Hero Pleasure 12,221Units
10.TVS Pep+ 11,288 Units
Let us make the comparative study of the
top two Scooters :
Honda Activa vs.TVS Jupiter
3:1
The impact of Scooterisation in India

6. • From its debut in 2001, Honda 2Wheelers India re-activated
the automatic scooter segment with the iconicActiva on
back of its two core strengths - advance technology and
innovation.
• Activa’s biggest strength lies in its continuous evolution
ahead of the time which has fortified its universal appeal
that cuts across generations, geographies and genders.
• Over the years, Activa grew from No. 1 selling automatic
scooter to overtaking all motorcycles and become No. 1
selling two-wheeler of India.
• In 2017, Honda 2Wheelers launched the 4th generation BS-IV
andAHO compliant ‘ACTIVA 4G’ with new style and features
like mobile charging port for connectivity on the go.
Honda Activa 4G
Blue Ocean Strategy as employed by Honda
while launching itsActiva scooter model in 2001:
• Survey was conducted to understand the
need of the users/ customers in considering
scooter for commuting needs.
• Large base was designed with a unisex
appeal, prioritizing the pricing, mileage and
maintenance.
• Comfortable seating.
• Self start for women and elderly.
• Women Education and Empowerment
brought about scooterisation in the economy.
• Working women preferred and accepted
mode of commuting was the scooter.
• With motorisation, rural roads supported
scooterisation too.
Initial Model Latest Model
Pune Rs. 59,813

7. TVS Jupiter
• TVS Jupiter is a variomatic scooter launched in
September 2013 that mainly targets males.
• The Jupiter's USP is its large 12-inch wheels,
telescopic front suspension and terrific ride quality,
that allows the Jupiter to handle bad roads with
utmost composure.
• Appealing to those who are in the market for an easy,
practical and comfortable automatic scooter.
• The Jupiter gets an external fuel filler cap makes it
easier to fill fuel.
• Jupiter is available in 4 variants and 7 colours.
• TVS Jupiter revolves around ‘more’.The scooter
offers more mileage, more space, more safety, more
convenience and several other ‘more’ features than
other scooters in its class.
• Jupiter availability in a range of unique colours in a
matte finish, gives it a premium feel.
Rs. 52,097
• In 2014, the NDTV Car & BikeAwards named theTVS
Jupiter as the Scooter of theYear.
• TheTVS Jupiter is the Honda Activa's biggest rival.
Segment-first features make the Jupiter a popular
alternative to the Activa.The frugal engine,
comfortable ride quality and the fact that it is
cheaper than the Honda Activa despite offering much
more make it our pick as the best 110cc scooter on
sale.
“Apne Se Bhi Zyada, Apno Ke Liye”, a thought which truly defines a
Jupiter man, who puts his family and their happiness ahead of his own.

8. • Out of the 17.8 million two-wheelers sold in India, 11,094,543 units are motorcycles
which grew at 3.68 percent while scooters amounted to 5,604,601 units, which is a
growth of 11.39 percent.
• Since scooters are having more potential growth, and they are targeted to the
family members be it teenagers ,men or women or elderly in the home,TV
Commercials are best advertising media.
India has emerged as the world’s largest two-wheeler market, beating China.
A total of 17,589,511 units were retailed in the country between April 1, 2016, to March 31, 2017
India :Two wheelers largest market
https://www.youtube.com/watch?v=pGaklq5cmyk
https://www.youtube.com/watch?v=vuQEMqSaY30
https://www.youtube.com/watch?v=5CORDdZXuMU