Bajaj Auto seeks a Triumph: To break into niche market via tie-up

The tie-up will develop models at Bajaj's Maharashtra plant, sell them in India, global markets

The segment the motorcycle industry calls “sports value bikes” — that is, bikes priced between Rs 1 lakh and Rs 2 lakh — is not for the faint-hearted. For one, this market accounts for just 6 per cent of the 12 million Indian motorcycle market. For another, it is dominated by Eicher Motors’ Royal Enfield with a 95 per cent market share. But Rajiv Bajaj, managing director, Bajaj Auto, has chosen to rev into this market.

A test ride via Bajaj’s Austrian collaborator, KTM, of some bikes within this price range yielded monthly sales of over 1,000 units.  So in