Scooty was initially conceived as a scooter for both sexes but sales showed more women were buying it. In 1996, TVS repositioned Scooty to specifically target women. Over the last decade, TVS launched several Scooty models to target different women segments. Scooty was successful because it was designed based on the insight that a light, easy scooter could empower Indian women with independence. Unlike cars, scooters were affordable for women in their 20s. Scooty offered feminine styling and 99 colors for self-expression. It also had training programs to help women learn to ride, breaking down a common barrier.

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THE GLORIFIED JOURNEY OF TVS SCOOTY IN INDIA
VARUN KESAVAN, RESEARCH SCHOLAR, E – MAIL ID – varunkesavan@yahoo.com
INTRODUCTION
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.

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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).
ATTRIBUTES BEHIND THE SUCCESS OF TVS SCOOTY’S
From a very different category – scooters and motorbikes – comes yet another
brand that built its foundations on strong insights into Indian women. In this
rather male world of powerful and motorised two-wheelers, Scooty Pep is a
product dedicated entirely to women. It was created on the insight that a light
and easy scooterette could empower young Indian women with independence
and self-sufficiency.
Unlike in many developed countries, many Indian women in their twenties
cannot afford to own a car, hence this understanding was particularly
powerful. This insight was then transformed into elegant product design which
was equally feminine and totally different from what the market had ever seen
before.

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Scooty Pep, in fact, won the Business World “Design of the Year” in 2004. To
make the brand exciting to young Indian girls, and knowing their penchant for
accessorisation through bright colours, Scooty Pep offered a choice of 99
colours, each permitting the owner to express her unique style and
personality. Even the name “Scooty” set the product apart from male scooters.
The brand also took forward several programmes which were women-centric,
including a unique six-day familiarisation programme on how to ride a two-
wheeler, thus breaking an entry barrier that existed in many women’s minds.
Its positioning – “It’s not a scooter, it’s a Scooty” appealed to millions of Indian
women. The brand quickly sold more than a million units within five years of
launch, and continues to remain a hot favourite today.