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      Mahindra to market its motorcycles and bikes via tractor dealerships

      Roger Dsouza

      Roger Dsouza

      Mahindra and Mahindra Limited is trying their best to revive their two-wheeler business at the earliest. For this purpose, they have come up with a smart strategy that will boost their chances of marketing the two wheelers. It has planned that it will sell its scooters and motorcycles through its passenger vehicle outlets in the main metropolitan cities. It is expected that business for this brand will increase faster, banking on this strategy. Rajesh Jejurikar, who is the chief executive of the tractor and two-wheeler wing of Mahindra and Mahindra, said, “The added effect of the synergy, which we were not leveraging earlier, needs to kick in.” Incidentally, the company has currently, 500 two-wheeler outlets. In this aspect, 150 tractor dealerships have been identified across the cities of Bangalore, Kolkata, Mumbai, Delhi and Chennai, which will initiate the process of selling motorcycles and scooters. Here, a shop within a shop will be launched in the company’s utility vehicles outlet that will sell scooters and motorcycles.

      Mahindra to market its motorcycles and bikes via tractor dealerships
      Mahindra to market its motorcycles and bikes via tractor dealerships
       

      Though, these dealerships will be a part of their business strategy, these will not function as full-fledged ones. However, there impact will be critical on the sales perspective and the accessibility viewpoint. The company already sells Rodeo and Duro and will launch the Gusto, a 110 cc automatic-geared scooter on September 29. “Selling two-wheelers from their existing infrastructure is a good strategy and will give them good mileage as they have a strong tractor network in rural India.” Ashwin Patil, an analyst at a brokerage firm commented. However, all said and done, it will require some time for the brand to make an impact in the market since the break-even point is quite high. Undoubtedly, this strategy is a smart one from Mahindra and Mahindra and will help to scale up their business in the long run.

      Mahindra