EVERYBODY WANTS TO TAKE ON ROYAL ENFIELD

HERO-HARLEY, BAJAJ-TRIUMPH AND HONDA, AMONG OTHERS, ARE GEARING UP FOR A BRUISING BATTLE WITH PREMIUM MOTORCYCLES GIANT ROYAL ENFIELD. NO MATTER THE OUTCOME, THERE WILL ONLY BE ONE WINNER, THE CUSTOMER

- PRERNA LIDHOO

LIVE MUSIC. THROBBING strobe lights. A room full of people of all ages, shapes, and sizes in Harley-Davidson gear. Everybody grooving to the music being belted out by a live band. And enjoying their drinks. You'd be excused if you mistook it for a bikers' meet or a private concert.

But it was neither of those things. Instead, it was the launch of a new Harley-Davidson bike in India, which marks the coming together of India's largest twowheeler maker Hero MotoCorp and the iconic American bike brand. On display was a glimpse of the rugged bikers' lifestyle that Harley-Davidson is known for, and hopes to market in India as well.

But the lifestyle that Harley-Hero seem to be counting on is not new. Starting with the first imports of Royal Enfield motorcycles in the 1950s for the Indian Army, the love Indian bike enthusiasts have for heavy bikes-that fall in the premium category-has only grown with time. And that love has birthed a new race in the bustling roads and highways of India, a race to upgrade to premium, heavy bikes. Consequently, two-wheeler makers are revving up to impress today's discerning riders with new offerings. But first, a little background.

India's two-wheeler market is largely dominated by entry-level (76-100cc) bikes at 51 percent market share in FY23, and commuter (110-150cc) bikes at 30 percent. The premium segment-that comprises bikes above 150cc-accounted for 18 percent in the same period. But five years ago, premium bike sales accounted for just 14 percent, while entry and commuter bikes accounted for 59 and 26 percent, respectively. Further, of the 18 percent premium bikes sold in India in FY23, close to 40 percent were Royal Enfield bikes.