Q: India’s two-wheeler market is highly competitive and dominated by commuter two-wheelers. How will Benelli field its products?

Jhabakh: The Indian two-wheeler market is the largest in the world as we speak. Barring the slowdown in the last one year, it is one of the growing markets at a high pace. So, I believe once we get through the tough period, we will go back to the heyday’s growth numbers.

Definitely, when the market size is big and so much at stake, one can expect a lot of competition around, which is what we see in India. Earlier the Indian two-wheeler market was completely dominated by commuter bikes, but in recent years, we are witnessing the emergence of the premium and mid-premium segments. Though the numbers are small, the segments are growing very strongly over the last few years.

Our products and services bring a different value proposition to the Indian market. Benelli is a fairly young brand in India compared to our peers, but we are confident about our products. We are currently offering products in the range between 250cc to 600cc, which is just above the commuter segment that is the150-200cc space. With our current product portfolio, we cater to different customers from the cruising, adventure, sports segments and more. So that way, we have a lot of depth in our portfolio and focus on value for money products.

Q: What consumer-centric initiatives are you planning to introduce to support the user’s requirement and enhance Benelli’s brand image?

Jhabakh: Benelli has been in India for the last two years only and sold over 5,000 units. As of now, we 35 dealers across the country. In that sense, we have been picking up a lot of recognition and becoming one of India’s fastest-growing brands.

We aim at continuing the growth with the launch of new products in 2021. The company will also increase our dealership network and retail presence across the country. The company targets to have 60 outlets by March and, from there on, we will be adding approximately two dealers every month in our network. So, the intention is to continue growing organically. With this, the brand will reach to more people and geographics increasing the overall awareness.

Apart from this, Benelli will also be focusing on riding activities to enhance brand awareness. Going forward, based on how situation permits, we have aggressive plans for different types of riding activities such as day, night and weeklong rides.

Q: How is Benelli managing the spare part supplies as many companies face issues on importing parts, especially from China?

Jhabakh: Benelli imports spare parts from multiple countries and locally. Of course, due to lockdown, there was a little bit of concern on the supply chain side.

When we started two years ago, we did not have a single local supplier. Today, we have around 20-25 local suppliers and are currently in talks with many suppliers. We aim to increase the local content in our products and reduce dependency on imports without compromising quality.

Q: What are the plans for localisation? What upgrades are expected in the production lines to increase the production capacity?

Jhabakh: Localising the content and getting Indian suppliers on board have always been our aim as it also safeguards us from global shocks, like the one we just faced. We are already working with about over 20 suppliers in India, primarily for the Imperiale 400, because that is the product which has the maximum volume for us in our portfolio.

We were in the discussions with many suppliers, but we had to halt the talks due to the lockdown. When we procure certain safety products, like brakes, abs, the process of testing can take as long as nine months to one year and requires extensive testing before we can change to a new supplier.

On investments and up-gradation, we utilised the lockdown period to upgrade our capacity at the plant. We now have a capacity of 30,000 units a year.

Q: In India, dealers make less than one percent profit in the business. How are you taking new dealers onboard and on which cities Benelli will focus?

Jhabakh: Benelli takes dealerships and their profitability very seriously. We keep a good balance between the investments that somebody makes into the business and returns. We have been through the closure of four to five months and still managed to hold on to all the dealers in our network. In fact, we have added dealers to our network through digital launches. So, people continued to showcase their confidence towards the brand, the products, and the company’s future strategy.

We will expand on pan India for the dealership, having a major focus on the north and west India. We already have a good presence in the south in terms of dealerships.

Q: Common issue plaguing the premium two-wheeler industry is service reliability. How does the company plan on winning customer confidence with service?

Jhabakh: We also don’t want our customers to face after-sales or service issues. If you buy an Imperiale today, you get a three-year warranty along with two years of free service. Apart from that, we have roadside assistance, AMC and pick and drop facilities. We also keep a smooth supply of service products focusing on our customers’ after-sales experience, so that at any given point of time, they do not have to worry about a part failure.

Since our bikes are specialised, it requires specialised training to service them. We have an internal training programme and a training facility that train all our dealership staff, especially for new dealerships or new products. In fact, during the lockdown, we converted all our training into e-training modules. We have created video modules which have helped us to save time and money.

We also have a concept called the Flying Doctor, where if a dealership is facing a problem which is not getting resolved for two or three days by the dealership staff, then highly technically trained personnel will be deployed to the dealership to resolve the problem. We are also now coming up with DIY videos and DIY sessions at our dealerships across the country where we invite customers to come down and learn how to do basic maintenance on their bike and share tips to improve the bike’s life the ride quality.

Q: At present, Benelli has only one model Imperiale 400 complying with BS-VI emission norms. Tell us about your plans to upgrade the other models to the new norms?

Jhabakh: Initially, the plan was to launch the BS-VI Imperiale in April 2020 and just before the festival, we wanted to upgrade the rest of the portfolio. But we had to shelve our plans due to COVID. We were able to introduce the BS-VI bike only in August post which we did not want to bring in any other bikes towards the end of the year. So that’s why we decided, from January 2021, we will start launching the rest of our BS-VI portfolio. Between January and August, we will be launching five to six new models in BS-VI. Initially, we plan to bring back the 500cc category. So, you will have the TRK and Leoncino come back, after that we will move on to the sub 500cc category.

We are planning to expand our 250cc portfolios. We launched the Leoncino 250 last year and strongly consider bringing other variants in the 250cc range.

Q: Would you be introducing electric bikes in India? Elaborate.

Jhabakh: Benelli, as part of the global portfolio, has e-bikes in certain countries. We have been closely monitoring the e-bike market in India. I think the Government of India has also been putting a very strong push for e-bikes in India. So, in 2021 we will focus on reintroducing our BS-VI portfolio and based on how the e-bike market develops and matures, we will plan for it later.

Q: How important is digitalisation for Benelli?

Jhabakh: Digitalisation has always been important. All the companies are moving towards being more digital, and the pandemic has only uplifted the pace for digitalisation. The entire buying experience has a couple of steps. At first, people do their research on the products, prices, finance and comparisons online. We have been investing a lot of our time and money in the digitalisation. We are trying to make information available to consumers on platforms that they are accessing. In fact, when we had launched the Imperiale 400, we made bookings available online.

In the second step, customers want to complete the transaction in an offline mode where they would like to come down to the store and get a feel of the bike, brand and environment before making the final decision and that is where our dealer network becomes very important. I do not see the entire buying process moving digitally, but a large part of the information process that goes into the buying decision will definitely move to digital. We will keep enhancing connected technologies in our products.

Q: Do you have any plans to set up a manufacturing facility?

Jhabakh: To have a manufacturing facility, it requires large investment and sales numbers for it to be viable. In 2019, we grew 100 percent compared to a year ago. Despite the lockdowns, we clocked a growth in 2020. For 2021, we target to grow by 100 percent. So, our idea is to continue improving sales numbers with the increasing level of the localised content. Once we reach a certain number sales per month, then there is viability to have a manufacturing plant.

Q: With complete localisation, by how much do you expect the overall price to come down?

Jhabakh: It is a difficult question to answer because localisation happens over time. Localisation needs investments and it is not about just replacing an outsider supplier with a local one. So, the answer is not that straightforward that the price will drop by this percentage. Localisation and price drop go hand in hand. The more you localise, the more the price will come down.

Q: What are the challenges in the business?

Jhabakh: I think more of the recent challenges have been with the lockdown and the lockdown’s subsequent opening. We import parts from many countries globally and because of the different rules in each country and states within the country, there has been a huge disruption in the global supply chain.

Also, the global restart has not been very kind. Freight expenses have shot up through the roof and the container availability has become very difficult. Parts that were taking 25 to 30 days transit time are now taking 45 to 60 days of transit time. But we see this as restarting issue and every week it is getting slightly better. We are hoping that maybe by February or March the market should stabilise. Also, after the festival season, many people have started buying again, be it bikes or cars or electronics or cloths. So, consumer spending capability is now slowly beginning to come back. If we continue in this format, and if there are no more shocks in the market, I think many of these challenges will go away. (MT)

TVS Motor Company, a leading manufacturer of two-wheelers and three-wheelers, has introduced the updated TVS Apache RR310, its flagship offering in the premium sports motorcycle category.

The 2025 edition is now compliant to the OBD-2B norms with prices starting at INR 277,999 (ex-showroom India). As part of 20th anniversary commemoration of the TVS Apache series, the TVS Apache RR 310 now gets segment-first Sequential TSL and Cornering Drag Torque Control (RT-DSC). It also features Launch Control (RT-DSC), Gen-2 Race Computer with Multi Language Support and 8 Spoke Alloy Wheels.

Available in two variants with three BTO customisation options, the Apache RR 310 continues to build upon TVS Racing’s pedigree.

The Apache RR 310 is powered by a refined reverse-inclined DOHC engine, which produces 38 PS at 9,800 rpm and a peak torque of 29 Nm at 7,900 rpm.

Vimal Sumbly, Head Business – Premium, TVS Motor Company, said, "Since its debut in 2017, the TVS Apache RR 310 has emerged as a formidable force in the super-premium sport motorcycle segment, redefining performance benchmarks through its race-bred DNA. Rooted in over 43 years of TVS Racing heritage, it embodies our relentless pursuit of innovation and excellence. The latest evolution of the RR 310 integrates cutting-edge technologies such as segment-first: sequential turn signal lamps (TSL), Launch Control and Drag Torque Control – reinforcing our leadership in rider-focused advancements. The new BTO Race Replica colourway pays tribute to our record-breaking TVS Asia One Make Championship legacy. With this latest avatar, the Apache RR 310 not only pushes the boundaries of track performance but also elevates everyday rideability – delivering a thrilling yet refined experience that appeals to both spirited racers and discerning enthusiasts.”

Bengaluru-headquartered electric vehicle company Ultraviolette Automotive (Ultraviolette) has announced a latest strategic alliance with MotoMondo, as its official importer and distributor for the United Kingdom and the Benelux region, which includes Belgium, the Netherlands and Luxembourg.

This announcement is part of Ultravilotte’s ambition to expand its presence in the global market, especially the European region. As part of the understanding, the company will introduce the F77 MACH 2 Recon in the region for an introductory price of GBP 8,499 till 30 June 2025, post which the price will increase to GBP 9,399.

Narayan Subramaniam, CEO & Co-Founder, Ultraviolette, said“We are thrilled to partner with MotoMondo to bring the Ultraviolette experience to the United Kingdom and Benelux region. This partnership represents a significant milestone in our global journey as we expand the Ultraviolette brand beyond India into some of the world's most mature and discerning motorcycling markets. MotoMondo’s proven expertise in establishing and growing premium motorcycle brands across Europe makes them the perfect partner to represent Ultraviolette in these key regions. Their deep understanding of the market, combined with a passion for innovation and motorcycling culture, ensures that the Ultraviolette ecosystem-from product experience to aftersales support, will be world-class from day one. This is just the beginning, and we’re incredibly excited about the road ahead.”

Jan Ykema, Managing Director, MotoMondo, added, “We are proud to bring Ultraviolette, the most advanced electric motorcycle brand of the world, to the United Kingdom and Benelux region. Their technology is unprecedented, and we have only just seen the beginning! Ultraviolette will disrupt the current motorcycle market by offering a real alternative for all combustion engines.”

Honda Motorcycle & Scooter India (HMSI), one of the country's leading two-wheeler manufacturers, has launched the OBD2B-compliant Dio 125 scooter at INR 96,749 (ex-showroom Pune).

The new Dio 125 gets refreshed colour scheme and graphics, 4.2-inch TFT display with mileage indicator, trip meter, eco indicator and range (distance to empty). Furthermore, it is compatible with Honda RoadSync app for providing navigation and call/message alerts, Smart key and a USB Type-C charging port.

Mechanically, the Dio 125 remains unchanged and continues to be powered by a 123.92cc, single-cylinder PGM-Fi engine, which produces 6.11 kW of power and 10.5 Nm of torque.

It will be available in two variants, DLX and H-Smart, with five colour options on sale.

Tsutsumu Otani, Managing Director, President & CEO, Honda Motorcycle & Scooter India, said, “For over 21 years, the Dio has been an iconic name in the Indian market, standing as a symbol of style, performance, and trust. It has consistently been the first choice for customers looking for a trendy and reliable moto-scooter. With the launch of the new OBD2B Dio 125, we are excited to take forward its iconic legacy, keeping the core concept of moto-scooter intact, with added value and excitement for our customers.”

Yogesh Mathur, Director, Sales & Marketing, Honda Motorcycle & Scooter India, said, “We are ecstatic to introduce the new OBD2B version of Dio 125 – a scooter that has resonated with young India for years. With its refreshed graphics, advanced TFT display, and enhanced connectivity features, the new Dio 125 is designed to meet the evolving aspirations of today’s customers. True to its tagline, ‘Dio Wanna Have Fun?’, this moto scooter has always been a popular choice among India's younger generation, and this update will further strengthen its position in the segment.”

Suzuki Motorcycle India (SMIPL), the two-wheeler subsidiary of Suzuki Motor Corporation, Japan has partnered Flipkart to introduce digital buying experience for its customers.

From 15 April 2025, potential customers in eight Indian states – Karnataka, Tamil Nadu, Gujarat, Maharashtra, Andhra Pradesh, Odisha, Meghalaya and Mizoram will be able to book Suzuki scooters and motorcycles on Flipkart. To begin with customers will have options to purchase the Avenis scooter and GIXXER, GIXXER SF, GIXXER 250, GIXXER SF 250 and V-Strom SX motorcycles online.

Deepak Mutreja, Vice-President, Sales & Marketing, Suzuki Motorcycle India, said, “As more customers now prefer digital platforms for their purchases, we are committed to meeting them where they are. By associating with Flipkart, we are leveraging the growing digital ecosystem to offer customers a convenient and trusted platform to explore and buy Suzuki two-wheelers. We believe this move will further strengthen our reach and customer engagement in the Indian market.”

Sujith S Agashe, Senior Director, Electronics at Flipkart, said, “At Flipkart, we are constantly working to enhance our customer journey offering greater convenience and choice, backed by Flipkart’s trusted digital ecosystem. Our partnership with Suzuki Motorcycle India is a testament to this commitment, as we enable customers across the country to explore and book premium two-wheelers from the comfort of their homes. We are excited to bring greater convenience and choice to today’s digitally savvy consumers.”