TVS, the south-based manufacturers of the Scooty Pep+, will soon launch accessories specially designed for women. The accessories are meant for both the bikes and for the rider.
For instance, the company plans to launch riding accessories such as hand gloves and scarves, and rider accessories such as T- shirts, key chains and hand bags and so on. It also plans to launch a range of seat covers and remote locks for two-wheelers.
S Srinivas, assistant general marketing manager, TVS Scooty, said, "The company plans to legitimise riding for girls as their desire for riding goes beyond the bike. Most two-wheeler accessories are designed by keeping in mind the men rider and women end up using the same products."
Hence, TVS is even looking at customisation. Karunesh Vora, CEO and principal designer, Munch Design Workshop, which is developing products for TVS Scooty, said, "Designs have become an integral part of product development. With increasing number of women riders, it is imperative to have suitable products for them."
For instance women riders usually wear long gloves for sun protection and cannot check time. Munch has designed gloves that can enable them to check time while riding.
Last year, Hero Honda, the company behind the scooter Pleasure, launched exclusive women showrooms branded Just4her. The company has also set up a Lady Riders Club. In its effort to create communities, TVS has launched Scootygals.com, through which TVS plans to even sell its new accessory range.
These moves are clearly aimed at extending the franchisee of women buyers. The companies are also paying a lot of attention to their retail experience. Hero Honda's Just4her showrooms for instance are manned by women supervisors and executives, and also offer anytime pick- up and emergency service. The company has opened 21 Just4her outlets in 20 towns.
"Typically, dealer models are also established by keeping the male customer in mind. The company would offer a different retail experience to women by creating separate Scooty counters in key retail points," said Srinivas.
Initially, TVS Scooty will introduce rider accessories through its top-100 dealers across 40 cities.
Currently, the number of buyers in the Indian two-wheeler market is quite small. While close to 7 million two-wheelers are sold every year in India, women account for barely 0.3 million customers. But marketers believe that the segment has great potential.
Marketers expect the category to become five times its current size. "The segment has the potential to jump to about 15 lakh units over the next five years. Though there are products preferred by women, market is witnessing introduction of dedicated products for women," said an analyst.
However, he mentioned that companies would have to adopt product differentiation, aggressive advertisements and below the line promotions to create awareness amongst the consumers.
