05 Sep 2016
| Author: P.Tharyan
Overall, do you see
the Indian two wheeler market moving away from the commuter segment into a much
more value added segment...more premium in nature? Or it will always be a
market dominated by price?
The Indian two
wheeler market is unique compared to its competition in the developing world
with multiple segments, each with its own differentiated needs. With the rise
in the purchasing power and internet penetration across all segments, the
Indian consumer is becoming increasingly aware of the latest technology,
features and is ready to explore new products. This has led to a clear
polarization of the market with one end of the segment, opting for the premium
and innovative products, whereas the other end who are still value conscious.
As of today, the majority of the market continues to fall in the value segment,
but the premium segment is growing exponentially and is expected to become a
sizeable chunk in the near future.
Coming to the Mojo, what are the different
activities being undertaken by the company to promote the product?
Since the launch of Mojo
nearly a year back, it has followed a strategy which has kept the consumer at
the centre. We believe that a happy Mojo owner is our strongest brand ambassador.
A unique concept showcase the ethos of Mojo, the ‘Joy of Riding &
Brotherhood’, we have initiated a platform called the Mojo tribe. This
community is central to all the Mojo initiatives which provides Mojo owners and
bike enthusiast an opportunity to experience the product and live the Mojo philosophy.
During this year’s Auto Expo, we announced the Trails of Mojo Tribe - a yearly
calendar of the mega trails traversing the diverse terrains of India. After a
successful completion of its first mega trail– The Jungle Trail, a ride through
the jungles of the Mudumalai National park, Mojo recently completed The
Mountain Trail, a once in a lifetime ride from Chandigarh to Leh. More trails
are in the calendar which takes MOJO owners to the coastal as well as desert
trails of India. Furthermore, to enable MOJO owners and fellow tribesmen stay
connected on the go, Mojo Tribe has also launched a category first app for Mojo
owners, called the Mojo app.