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CASE STUDY ON SUCCESS AND GLORY OF TVS MOTORS IN INDIA WITH
SPECIFIC REFERENCE TO TVS SCOOTY
VARUN KESAVAN, RESEARCH SCHOLAR, PALAKKAD, Email Id –
varunkesavan@yahoo.com
INTRODUCTION
TVS Motor Company is the third largest two-wheeler manufacturer in India, with a
revenue of Rs.11,516 Cr ($1.7 billion) in 2015-16. It is the flagship company of the
Rs. 40,000 Cr ($6 billion, in 2014-15) TVS Group. The company has an annual sales
of 2.5 million units and an annual capacity of over 3 million vehicles. TVS Motor
Company is also the 2nd largest exporter in India with exports to over 60 Countries.
TVS Motor Company Ltd (TVS Motor), member of the TVS Group, is the largest
company of the group in terms of size and turnover, with more than 2.8 crore (28
million) customers riding a TVS bike.
HISTORY
TVS was established by Mr TV Sundaram Iyengar. He began with delhi first bus
service in 1911 and founded T.V.Sundaram Iyengar and Sons Limited, a company in
the transportation business with a large fleet of trucks and buses under the name of
Southern Roadways Limited.[2] When he died in 1955, his sons took the company
ahead with several forays in the automobile sector, including finance, insurance,
manufacture of two-wheelers, tyres and components. The group has managed to run
97 companies that account for a combined turnover of nearly $6 billion.

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EARLY YEARS 100
Sundaram Clayton was founded in 1962 in collaboration with Clayton Dewandre
Holdings, United Kingdom. It manufactured brakes, exhausts, compressors and
various other automotive parts. The company set up a plant at Hosur in 1978, to
manufacture mopeds as part of their new division. In 1980, TVS 50, India's first two-
seater moped rolled out of the factory at Hosur in Tamil Nadu, Southern India. A
technical collaboration with the Japanese auto giant Suzuki Ltd. resulted in the joint-
venture between Sundaram Clayton Ltd and Suzuki Motor Corporation, in 1982.
Commercial production of motorcycles began in 1984.[3]
SUZUKI RELATIONSHIP
TVS and Suzuki shared a 19-year-long relationship that was aimed at technology
transfer, to enable design and manufacture of two-wheelers specifically for the Indian
market. Re-christened TVS-Suzuki, the company brought out several models such
as the Suzuki Supra, Suzuki Samurai, Suzuki Shogun and Suzuki Shaolin. In 2001,
after separating ways with Suzuki, the company was renamed TVS Motor,
relinquishing its rights to use the Suzuki name. There was also a 30-month
moratorium period during which Suzuki promised not to enter the Indian market with
competing two-wheelers. [4]

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RECENT
Recent Launches include RTR 200, TVS Victor and TVS XL 100. TVS has recently
won 4 top awards at J.D. Power Asia Pacific Awards 2016, 3 top awards at J.D.
Power Asia Pacific Awards 2015 & Two-Wheeler Manufacturer of the Year at NDTV
Car & Bike Awards (2014–15)
In early 2015, TVS Racing became the first Indian factory team to take part in the
Dakar Rally, which is the longest and most dangerous rally in the world. TVS Racing
partnered with French motorcycle manufacturer Sherco for the Dakar rally, and
named the team Sherco TVS Rally Factory Team . TVS Racing also won the Raid
de Himalaya and the FOX Hill Super Cross held at Sri Lanka. In three decades of its
racing history, the team has won more than 90% of the races.
In 2016 TVS started manufacturing the BMW G310R, a model co-developed with
BMW Motorrad.
CHARACTERISTICS OF TVS MOTORS
TVS Motor was the first Indian company to deploy a catalytic converter in a 100 cc motorcycle
and the first to indigenously produce a four stroke 150cc motorcycle. The list of firsts from TVS:
"India’s first 2-seater moped – TVS 50", "India’s first indigenous scooterette - TVS Scooty",
"India’s first Digital Ignition - TVS Champ", "India’s first fully indigenous motorcycle - Victor",
"First Indian company to launch ABS in a motorcycle - Apache RTR Series", "The first scooter
with Body-Balance Technology – TVS Wego","The clutchless motorcycle=Jive", "Indonesia’s first
dual-tone exhaust noise technology – Tormax" & "India's first oil-cooled chamber construct with
Ram-Air assist- TVS Apache RTR 200 4V"

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CURRENT PRODUCTS
Mopeds[edit]
XL 100
XL 100 Comfort
Scooters[edit]
Scooty PEP+
Scooty Zest110
Wego 110
Jupiter
Jupiter zx
Jupiter Million R
Motorcycles[edit]
Sport
Starcity+ 110
Victor
Phoenix 125
Apache RTR160
Apache RTR180
Apache RTR180 ABS
Apache RTR200 4V
Three Wheelers[edit]
King

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MANUFACTURING CAPABILITY
TVS Motor has a production capacity of over 3 million Vehicles a year. The company
has four state of the art manufacturing plants - three located in India (Hosur, Tamil
Nadu; Mysore, Karnataka and Nalagarh, Himachal Pradesh) and one in Indonesia
(Karawang).
DISTRIBUTION
Today, TVS Motor functions through a nationwide network of more than 4000 touch
points across all the states in India.
AWARDS
TVS Motor won prestigious the Deming Application Prize in 2002.
In the same year, the work done for the TVS Victor motorcycle won TVS Motor the
National Award for successful commercialization of indigenous technology from the
Technology Development Board, Ministry of Science & Technology, Government of
India.[6] In 2004, TVS Scooty Pep won the 'Outstanding Design Excellence Award'
from BusinessWorld magazine and the National Institute of Design, Ahmedabad.

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The effective implementation of Total Productivity Maintenance practices won TVS
Motor the TPM Excellence Award given by the Japan Institute of Plant Maintenance
in 2008.
TVS Motor has won several management awards, notable among them being the
Emerging Corporate Giant in the Private Sector awarded by The Economic Times
and the Harvard Business School Association of India. Business Today magazine
awarded TVS Motor the Best Managed Company and the Most Investor Friendly
Company awards. Its advertising practices won it the Good Advertising Award by
Auto India Best Brand Awards, 2009.
The University of Warwick, United Kingdom, gave him an honorary Doctorate of
Science degree[7] while the Government of India honoured him with the Padma Shri,
one of India's highest civilian distinctions.[8] Innovative implementation of Information
Technology has won TVS Motor the Ace Award for Most Innovative NetWeaver
Implementation in 2007, awarded by technology major SAP AG and the Team Tech
2007 Award of Excellence for Integrated use of Computer-aided engineering
Technologies.

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ABOUT TVS SCOOTY
Scooty is an Indian brand of Scooters manufactured by TVS Motors. Designed for
women, Scooty is the largest selling Scooter brand in its segment.[1] It has come to
represent a generic name for any women's two-wheeler in India.[1] Anushka Sharma
endorses the brand.[2]
This TVS Scooty is one of the lightweight Scooters which is available in India for the
use of ladies and girls of India.
HISTORY
Scooty was initially conceived of as a Scooter for both sexes. However sales figures
over the first two years indicated that more women were buying the Scooty than
men. In 1996, Scooty went through a repositioning exercise to target women.
Though it was seen as a risk with the large majority of Indian two-wheeler riders
being male, TVS chose the strategy to tap the nascent segment of women
riders.[1] Over the last decade, Scooty has launched several models that cater to
different segments of the market. These include the Scooty ES (1996 - Kick start),
the Scooty Pep (2003 - Self & Kick start) and Pep+ (2005 - Self & Kick start), Scooty
Teenz (2007 - Self & Kick start) and Scooty Streak (2009 - Self & Kick start).

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Women on Wheels: Building the Riding Habit
TVS Scooty embarked on a project to provide two-wheeler riding training to women
across small and large towns in India with a view to building the habit of riding in
what is considered a low-penetration segment: less than 2% of Indian women in the
potential two-wheeler buying category of 15-60 year olds actually buy a scooter.
Rechristened the TVS Scooty Institute, 80 centers have been set up and 42,000
women have been trained to ride a two-wheeler. About 20% of women trained at the
institute buy the TVS Scooty. This campaign has won several awards, notably
amongst them the EMVIE by the Ad Club Bombay for being the best campaign
innovation.[4]
Environmental Impact
Concerns for the environment and rising fuel prices have resulted in a slew of Indian
automobile manufacturers exploring the electric two-wheeler segment, notably
amongst them Hero Honda and Kinetic. TVS Motors entered the segment in April
2008 with the brand Scooty Teenz Electric, an ungeared scooter powered by an
800 Watt motor running on a lead–acid battery.[5] The Teenz Electric can carry a load
of 130 kg with a pillion rider, up to a distance of 40 km (25 mi) on a single
charge.[6] Recognizing special needs of the young Indian woman on the road Scooty
Teenz Electric incorporates design elements such as large utility and storage
spaces, a mobile phone charger and a low battery charge indicator.[7]

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TVS Scooty in Indian Entertainment
The TVS Scooty range has been featured in a number of Bollywood movies and
Indian TV Serials, as either a prop, or in certain cases part of the plot. In the
2008film Ghajini starring Aamir Khan, lead actress Asin Thottumkal rides the TVS
Scooty Pep+ to get around in the role of Kalpana. It has also been featured in the
films Chance Per Dance starring GeneliaD'Souza and in Sunday starring Ayesha
Takia. Ranbir Kapoor in the lead role of the 2009 release Rocket Singh: Salesman of
the Year rather unwillingly has to ride the bright pink Scooty Pep+, bought lovingly
for him by his father, played by the avuncular Prem Chopra. The Scooty becomes
central to the plot as much of the time Ranbir's character Harpreet Singh spends on
the road is on this scooter.
MTV Scooty Teen Diva initiative
TVS Scooty supported the MTV Scooty Teen Diva reality television contest that
judged contestants on a variety of skills and attributes. The 2009 edition had over
3000 applicants, 11 of whom participated in a 15-day shoot on location which was
televised into an eight-episode reality series on MTV India in July–August
2009.[12] Featuring judges who were members of the Indian fashion industry,
contestants were graded on skills such as ramp-walking, cheerleading, acting and
creativity. The winner of the 2008 edition was Koyal Rana and of the 2009 edition
was Apeksha Porwal. They have both competed as India's representative at
the Miss Teen International beauty pageant in July 2009 and 2010 in Chicago, USA.
The association with a youth-oriented TV series is believed to reinforce Scoot’s
position in the minds of the target consumer.[15]

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MODELS AND FEATURES
SCOOTY STREAK
Launched in March 2009, the TVS Scooty Streak features LED tail lamps, external fuel filling and
an easy-to-use center stand: making it specifically designed for the young woman. It has 90mm
wide anti-skid tyres fashioned from wet compound giving it stronger grip in wet weather
driving.[17][18]
Indian tennis player endorsed the brand and has appeared in several commercials
around the model.[19]
Scooty Pep+
Launched in 2005 Scooty Pep Plus features a light-weight body, with a choice of 99 colours. No
other scooter in the segment offers such a choice. Pink is the largest selling colour.[20]
At various
times, Bollywood actresses Preity Zinta and Minissha Lamba have endorsed the brand.[20]
SCOOTY TEENZ AND TEENZ ELECTRIC
The Scooty Teenz has also been released in the electric edition that is designed specifically for
young women who travel short distances.
SPECIAL LIMITED EDITIONS
In July 2006 Scooty launched the limited edition Fashion Series with the Perky Pink model that
featured a shade-tested hot pink colour believed to be the rage amongst the target segment of
16- to 24-year-old girls.[21]
With Preity Zinta as its face, the campaign spoke of thoughtful
accessories such as the glow-ring around the key-hole, lit luggage compartment and the mobile
charger socket.[22]
Scooty launched a limited edition series to coincide with the start of the 2008
Wimbledon Championships.[23]
TVS entered into an agreement with the All England Lawn Tennis
and Croquet Club to be an official licensee and launched two variants, the Wimbledon Class and
the Wimbledon Xtreme bikes. Designed to be a tribute to women with a sporty attitude, the Class
featured white, purple and green flow strokes while the Xtreme came in red with graffiti art.[24]

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Features of TVS Scooters
1. Best in class Mileage of 65 KmPl.
2. Easy ride and handling, easy signal lamps, easy centre stand.
3. Super – tough ABS Panels.
4. Litech engine.
5. Facility of external fuel filling.
6. Mobile charging facility.
7. Lesser in weight.
8. Back – Lit Speedometer.
9. Under seat storage.
10. Anti – skid Tubeless tyres.
11. Electric and kick start.
12. Dual side handle lock.
13. Disc brake system (Optional).
14. Low fuel indicator.

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Questions
1. What are the various challenges present for TVS Scooters?
2. Which kind of technology can be adopted for TVS Scooters in near
future?

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REFERENCES
1. https://en.wikipedia.org/wiki/TVS_Motor_Company
2. https://en.wikipedia.org/wiki/TVS_Scooty
3. http://www.tvs.in/about-tvssons.aspx
4. http://www.scooterguru.in/resources/2938-History-of-TVS-scooters-India.aspx
5. http://www.moneycontrol.com/news/business/tvs-motor-launches-scooty-zest-
eyes-18-market-share_1160502.html
6. http://www.tvsmotor.com/tvsbrief.asp