TVS Scooty rides high on Women on Wheels notion

Written by Priyanka Akhouri | Mumbai | Updated: Oct 5 2009, 08:17am hrs
TVS Motors has seen a 24% year-on-year growth in sales of Scooty, thanks to its Women on Wheels concept, a training institute for women. With 25-30% of the Scootys being sold to women customers, TVS in FY10 is aiming at training around 50,000 women, which will, in turn, help to increase the sales of Scooty.

Having trained more than 42,000 women through its institute in the last two years and reaching out to over 3.9 lakh women, TVS says that this campaign has helped the company to attract more female customers.

S Srinivas, GM (marketing), TVS Motor, said, Around 20% women trained in our institute go on to buy our brand within three months. Our year-on-year growth rate is higher than the industry growth rate of 18%.

In FY10, the company has, so far, sold around 1,54,000 units. In 2008-09, TVS sold 1,00,000 gearless scooters every month, with 30,000 vehicles being sold to women.

Focusing on the growth of the two-wheelers, TVS was looking for an innovative concept to approach our target audience. We launched the Scooty Institute in tier II cities with the goal of approaching more women customers. This helped us to increase our customer base and our selling point for Scooty has increased among the women customers. Scooty, as a brand, has grown in terms of styling and easy-to-use features, Srinivas said.

The company usually target towns with population ranging between one and five lakh and has already trained women in Andhra Pradesh, Bihar, Chattisgarh, Jharkhand and so on.

The concept of Women on Wheels was centralised in 2006 by Mudra Max under the name of TVS Scooty Institute with dealers approaching women in schools and colleges offering training in driving the two-wheeler. The brand earlier had Preity Zinta as its brand ambassador, and later on, used celebrities such as Minisha Lamba and now Sania Mirza to endorse it.

We constantly get requests from upcoming as well as established celebrities to get featured in the advertisement of our brands as its an opportunity for them to be seen in aspirational roles, says Srinivas.