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With consumers in the rustic parts of the country parting from frugality and demanding performance tailored bikes, Bajaj Auto India Ltd is gunning to take advantage of this novel trend by pitting models that cater to the requirements of the hinterlands. The company, which is expecting to sell more than two-and-a-half million bikes in this calendar year, is all set to launch new Pulsar 250. This would be the latest addition in the hugely popular Pulsar series of bikes. The Pulsar already has the 135, 150, 180 and 220 cc segment in the markets. The company will also roll out the new Boxer 150, dubbed by auto giant as “Tank on Two Wheels”, by the mid August. This vehicle is directed at the rustic market.

BAL President (Motorcycles) S Sridhar, the President of Bajaj Auto Ltd. stated, “Our market studies have found that there is a change in the demand from rural customers. They are moving beyond frugal, mileage driven products. They are asking for bikes that provide them safety and performance.”

Bajaj provides for the need of the rural customers primarily with its Discover range of motorcycles. This series has been going through a transformation in its sales figures.

“Out of about 1.3 lakh units of Discover that we sell every month, about 45% is from the 125 cc and 150 cc and the rest from the 100 cc variant,” he said, adding about the sale of Discover in the rural markets. “Within three months time, we expect the ratio to be 50-50 and eventually the Dis1cover 125 cc and 150 cc combined will overtake that of the 100 cc,” he said

Bajaj auto has been conducting extensive surveys and the results have indicated that the rural customers are wishing for motorbikes with broader tyres that offer better grip on the roads. “Already in North and East India, half of the Discover market has moved to the higher engine capacity bikes but the South and West is lagging behind. We are focusing on these regions,” Sridhar said.