Yamaha Motors has a new marketing strategy to venture into rural India. The company will be making its foray in rural India by introducing several models in affordable price range. "We are very strong in Tier 1 and Tier II cities. Now onwards, our focus will be rural India (Tier III towns). We will launch more models in the affordable price range to dominate the rural market," said India Yamaha Motor's National Business Head Pankaj Dubey.
According to Dubey, the company has a strong demand coming from the rural market. Its rural sales currently amount to nearly 15 percent of the total sales volume. The rural market amounts to nearly 70 percent of the total bikes sales in India. Yamaha now plans a major initiative to capture a significant market share in this segment.
Yamaha also plans to appoint new dealers and sub-dealers in Tier III cities and near-by places. It has already launched YBR 110 last month for the rural market and its model Crux sells in good numbers already. "It (standard segment) is one of the the main growth drivers for our company," said Dubey.
