Bajaj aims to regain market share

Market share of the company has dwindled to under 21% massively short of the targeted 31%

Pune-based Bajaj Auto, which has bore the brunt of the slowdown and intensified competition, says it is confident of regaining lost market share in the coming months.

 

Market share of the company, which is also India's second largest two-wheeler maker, has dwindled to under 21% massively short of the targeted 31%.

 

The company enjoyed a share of 26% by the end of 2010-11. However aggressive product expansion by rivals including Honda, which doubled share to slightly over 15% resulted in drop in share and volumes of Bajaj Auto.

 

Sluggish demand led to a volume fall of 50,000 units per month. From a usual 200,000 bikes per month, Bajaj Auto sales declined to 150,000-160,000 units per month. 

 

Bajaj Auto has lined up Discover 125 launch in March which it hopes will usher in fresh demand. In addition, ramp up in demand for the recently introduced Discover 100M is also expected in the next couple of months.

 

S Ravikumar, President (Business Development), Bajaj Auto, said, "We should be able to get back to 200,000 units per month in February"

 

Though the company has declined to specify details, sources say that it has lined up launches under the Pulsar and KTM brands as well in 2013-14.

 

New launches are expected to push its share back to 25-26% levels say company officials.