Q: India’s two-wheeler market is highly competitive and dominated by commuter two-wheelers. How will Benelli field its products?

Jhabakh: The Indian two-wheeler market is the largest in the world as we speak. Barring the slowdown in the last one year, it is one of the growing markets at a high pace. So, I believe once we get through the tough period, we will go back to the heyday’s growth numbers.

Definitely, when the market size is big and so much at stake, one can expect a lot of competition around, which is what we see in India. Earlier the Indian two-wheeler market was completely dominated by commuter bikes, but in recent years, we are witnessing the emergence of the premium and mid-premium segments. Though the numbers are small, the segments are growing very strongly over the last few years.

Our products and services bring a different value proposition to the Indian market. Benelli is a fairly young brand in India compared to our peers, but we are confident about our products. We are currently offering products in the range between 250cc to 600cc, which is just above the commuter segment that is the150-200cc space. With our current product portfolio, we cater to different customers from the cruising, adventure, sports segments and more. So that way, we have a lot of depth in our portfolio and focus on value for money products.

Q: What consumer-centric initiatives are you planning to introduce to support the user’s requirement and enhance Benelli’s brand image?

Jhabakh: Benelli has been in India for the last two years only and sold over 5,000 units. As of now, we 35 dealers across the country. In that sense, we have been picking up a lot of recognition and becoming one of India’s fastest-growing brands.

We aim at continuing the growth with the launch of new products in 2021. The company will also increase our dealership network and retail presence across the country. The company targets to have 60 outlets by March and, from there on, we will be adding approximately two dealers every month in our network. So, the intention is to continue growing organically. With this, the brand will reach to more people and geographics increasing the overall awareness.

Apart from this, Benelli will also be focusing on riding activities to enhance brand awareness. Going forward, based on how situation permits, we have aggressive plans for different types of riding activities such as day, night and weeklong rides.

Q: How is Benelli managing the spare part supplies as many companies face issues on importing parts, especially from China?

Jhabakh: Benelli imports spare parts from multiple countries and locally. Of course, due to lockdown, there was a little bit of concern on the supply chain side.

When we started two years ago, we did not have a single local supplier. Today, we have around 20-25 local suppliers and are currently in talks with many suppliers. We aim to increase the local content in our products and reduce dependency on imports without compromising quality.

Q: What are the plans for localisation? What upgrades are expected in the production lines to increase the production capacity?

Jhabakh: Localising the content and getting Indian suppliers on board have always been our aim as it also safeguards us from global shocks, like the one we just faced. We are already working with about over 20 suppliers in India, primarily for the Imperiale 400, because that is the product which has the maximum volume for us in our portfolio.

We were in the discussions with many suppliers, but we had to halt the talks due to the lockdown. When we procure certain safety products, like brakes, abs, the process of testing can take as long as nine months to one year and requires extensive testing before we can change to a new supplier.

On investments and up-gradation, we utilised the lockdown period to upgrade our capacity at the plant. We now have a capacity of 30,000 units a year.

Q: In India, dealers make less than one percent profit in the business. How are you taking new dealers onboard and on which cities Benelli will focus?

Jhabakh: Benelli takes dealerships and their profitability very seriously. We keep a good balance between the investments that somebody makes into the business and returns. We have been through the closure of four to five months and still managed to hold on to all the dealers in our network. In fact, we have added dealers to our network through digital launches. So, people continued to showcase their confidence towards the brand, the products, and the company’s future strategy.

We will expand on pan India for the dealership, having a major focus on the north and west India. We already have a good presence in the south in terms of dealerships.

Q: Common issue plaguing the premium two-wheeler industry is service reliability. How does the company plan on winning customer confidence with service?

Jhabakh: We also don’t want our customers to face after-sales or service issues. If you buy an Imperiale today, you get a three-year warranty along with two years of free service. Apart from that, we have roadside assistance, AMC and pick and drop facilities. We also keep a smooth supply of service products focusing on our customers’ after-sales experience, so that at any given point of time, they do not have to worry about a part failure.

Since our bikes are specialised, it requires specialised training to service them. We have an internal training programme and a training facility that train all our dealership staff, especially for new dealerships or new products. In fact, during the lockdown, we converted all our training into e-training modules. We have created video modules which have helped us to save time and money.

We also have a concept called the Flying Doctor, where if a dealership is facing a problem which is not getting resolved for two or three days by the dealership staff, then highly technically trained personnel will be deployed to the dealership to resolve the problem. We are also now coming up with DIY videos and DIY sessions at our dealerships across the country where we invite customers to come down and learn how to do basic maintenance on their bike and share tips to improve the bike’s life the ride quality.

Q: At present, Benelli has only one model Imperiale 400 complying with BS-VI emission norms. Tell us about your plans to upgrade the other models to the new norms?

Jhabakh: Initially, the plan was to launch the BS-VI Imperiale in April 2020 and just before the festival, we wanted to upgrade the rest of the portfolio. But we had to shelve our plans due to COVID. We were able to introduce the BS-VI bike only in August post which we did not want to bring in any other bikes towards the end of the year. So that’s why we decided, from January 2021, we will start launching the rest of our BS-VI portfolio. Between January and August, we will be launching five to six new models in BS-VI. Initially, we plan to bring back the 500cc category. So, you will have the TRK and Leoncino come back, after that we will move on to the sub 500cc category.

We are planning to expand our 250cc portfolios. We launched the Leoncino 250 last year and strongly consider bringing other variants in the 250cc range.

Q: Would you be introducing electric bikes in India? Elaborate.

Jhabakh: Benelli, as part of the global portfolio, has e-bikes in certain countries. We have been closely monitoring the e-bike market in India. I think the Government of India has also been putting a very strong push for e-bikes in India. So, in 2021 we will focus on reintroducing our BS-VI portfolio and based on how the e-bike market develops and matures, we will plan for it later.

Q: How important is digitalisation for Benelli?

Jhabakh: Digitalisation has always been important. All the companies are moving towards being more digital, and the pandemic has only uplifted the pace for digitalisation. The entire buying experience has a couple of steps. At first, people do their research on the products, prices, finance and comparisons online. We have been investing a lot of our time and money in the digitalisation. We are trying to make information available to consumers on platforms that they are accessing. In fact, when we had launched the Imperiale 400, we made bookings available online.

In the second step, customers want to complete the transaction in an offline mode where they would like to come down to the store and get a feel of the bike, brand and environment before making the final decision and that is where our dealer network becomes very important. I do not see the entire buying process moving digitally, but a large part of the information process that goes into the buying decision will definitely move to digital. We will keep enhancing connected technologies in our products.

Q: Do you have any plans to set up a manufacturing facility?

Jhabakh: To have a manufacturing facility, it requires large investment and sales numbers for it to be viable. In 2019, we grew 100 percent compared to a year ago. Despite the lockdowns, we clocked a growth in 2020. For 2021, we target to grow by 100 percent. So, our idea is to continue improving sales numbers with the increasing level of the localised content. Once we reach a certain number sales per month, then there is viability to have a manufacturing plant.

Q: With complete localisation, by how much do you expect the overall price to come down?

Jhabakh: It is a difficult question to answer because localisation happens over time. Localisation needs investments and it is not about just replacing an outsider supplier with a local one. So, the answer is not that straightforward that the price will drop by this percentage. Localisation and price drop go hand in hand. The more you localise, the more the price will come down.

Q: What are the challenges in the business?

Jhabakh: I think more of the recent challenges have been with the lockdown and the lockdown’s subsequent opening. We import parts from many countries globally and because of the different rules in each country and states within the country, there has been a huge disruption in the global supply chain.

Also, the global restart has not been very kind. Freight expenses have shot up through the roof and the container availability has become very difficult. Parts that were taking 25 to 30 days transit time are now taking 45 to 60 days of transit time. But we see this as restarting issue and every week it is getting slightly better. We are hoping that maybe by February or March the market should stabilise. Also, after the festival season, many people have started buying again, be it bikes or cars or electronics or cloths. So, consumer spending capability is now slowly beginning to come back. If we continue in this format, and if there are no more shocks in the market, I think many of these challenges will go away. (MT)

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Bengaluru-based electric vehicle maker Ultraviolette Automotive has accelerated its nationwide presence by opening six Experience Centres across Mumbai and Pune within 48 hours. The locations include Andheri, Vashi and Thane in Mumbai, and Shivajinagar, Baner and Kharadi in Pune. This expansion strengthens the brand's foothold across 30 cities nationally.

The new UV Space Stations, in partnership with Hallmark Mobility (Mumbai) and KHV Mobility (Pune), offer customers the opportunity to explore Ultraviolette's motorcycles: the X-47 Crossover, F77 SuperStreet and F77 MACH 2. The centres provide test rides, sales, service, spares and a range of motorcycle accessories, catering to the end-to-end customer lifecycle.

Narayan Subramaniam, CEO and Co-founder, Ultraviolette Automotive, said, “At Ultraviolette, our mission has always been to engineer products that push boundaries of performance and technology while delivering an after-sales and ownership experience built on trust and dependability. With our expanding network of retail and service hubs across Maharashtra and other key markets, we are unifying sales and service to offer riders a seamless journey from the first moment they walk into a reliable after-sales experience. As we continue to grow, we are also building a connected ecosystem that brings technology, sustainability, and convenience together. Every Ultraviolette Space Station is designed to represent the future of mobility, where innovation becomes accessible, and every rider resonates with the future driven ethos of Ultraviolette.”

Kaushik Kothari, Partner at KHV Mobility, said, “In line with our vision of driving growth through strategic opportunities, we are proud to be associated with Ultraviolette. We firmly believe that EVs represent the future of two-wheeler mobility, and Ultraviolette’s sharp focus on engineering, design, and customer-centricity resonates deeply with our values. Together, we are confident of contributing to a shared journey of innovation and mutual success.”

Earlier this year, the company launched two other offerings: the Tesseract electric scooter, featuring an integrated radar and dashcam and the Shockwave electric motorcycle.

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TVS Motor Company (TVSM) and BMW Motorrad have announced the production of 200,000 units under their partnership. This milestone highlights the success of the collaboration, which began in 2013 and focuses on the sub-500cc two-wheeler segment.

The partners also announced the start of manufacturing for the new BMW F 450 GS, which was recently showcased at EICMA 2025 from the Hosur plant.

KN Radhakrishnan, Director and CEO, TVS Motor Company, said, “In our over a decade-long partnership with BMW Motorrad, our engineering synergy and shared values of innovation and quality have formed the foundation of every achievement. Together, we have designed and brought several path-breaking products that resonate with customers across leading markets in Europe, the Americas, and Asia. This collaboration’s engineering prowess has set new benchmarks, and our co-developed products are now embraced by riders in over 100 markets globally. Today, as we celebrate the 200,000 unit milestone, we also mark the dawn of a new era with the roll out of BMW F 450 GS that was recently showcased at EICMA 2025. The newly introduced BMW F 450 GS, highlights TVS Motor’s state-of-the-art manufacturing excellence in producing high-end motorcycles.”

Markus Flasch, CEO, BMW Motorrad, said, "This 200,000 unit milestone is a demonstration of the success and strength of our collaboration with TVS Motor Company. What began just over a decade ago as a bold alliance has flourished into an extraordinary success story, with our sub-500cc models setting new standards and delighting riders across the globe. The BMW G 310 R, G 310 GS and G 310 RR enjoy unrivalled popularity worldwide and have become a key pillar of BMW Motorrad’s global growth. The rollout of the new BMW F 450 GS marks the next exciting chapter in our journey together. We look forward to building on this strong foundation to deliver even more innovative, accessible, and truly world-class motorcycles for riders everywhere.”

TVS Motor Company and BMW Motorrad are driving forward investments in new platforms and future-ready technologies. The collaborative R&D efforts are aimed at meeting evolving customer needs across urban and premium mobility.

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Royal Enfield has announced the launch of the Himalayan Mana Black Edition in India at Motoverse 2025. This follows its global unveiling at EICMA 2025. The new version, priced at INR 337,000 (ex-showroom) is inspired by the Mana Pass, a high-altitude route located at 18,478 feet (5,632 meters) above sea level.

The design and ergonomics of the Mana Black Edition are created to maximise off-road riding. The edition features matte details and a Stealth Black finish, suggesting purpose and adventure. It is intended for riders who view every route as a calling.

The Mana Black edition is intended for the spirited rider prepared for adventure and comes with factory-fitted equipment. The machine embodies Royal Enfield's Philosophy, enabling those who aspire to travel farther and conquer.

A distinguishing feature of the Mana Black Edition is its factory-accessorised setup, complete with curated adventure equipment. Components include – black rally hand guards, black rally seat for grip and long-distance comfort, rally mudguard for rough routes and tubeless spoked wheels for durability.

The motorcycle is powered by the Sherpa 450 engine, maintaining the performance and agility of the new Himalayan platform.

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Bengaluru-based electric vehicle and technology company Ultraviolette Automotive has officially launched its F77 Mach 2 Recon and F77 SuperStreet Recon electric performance motorcycles in the United Kingdom. The expansion is in partnership with MotoMondo, the company's exclusive distribution partner in the region.

The launch was announced at the Motorcycle Live Show in London. Ultraviolette showcased its full product portfolio, including the F77s, F77 SuperStreet, X-47, Tesseract, Shockwave and the F99.

Narayan Subramaniam, CEO & Co-founder of Ultraviolette, said, “Earlier this year, we achieved a key milestone with the launch of the F77s across Europe, followed by the showcase of our future product lineup at EICMA. Today, I am pleased to announce that the F77 is officially launched in the United Kingdom, a nation renowned for its deep motorcycling heritage. It is a proud moment for us as we bring advanced performance and innovation to riders across the UK. With progression on the UK-India Free Trade Agreement, we believe it will further enhance the ease of bringing advanced mobility technology to the region and strengthen cross-border collaboration. We have unveiled our future product line-up: the world’s first motorcycle with radar as standard- the X-47 Crossover, along with our scooter platform-the Tesseract, and our light motorcycle platform- the Shockwave. Our product portfolio offers a clear glimpse into the future of mobility, where intelligence, purposeful design, and instinctive safety come together. With the support of our strategic partner MotoMondo, Ultraviolette is committed to setting new benchmarks across the United Kingdom and beyond.”

The F77 series draws inspiration from aeronautics. The motorcycles deliver 30 kW of peak power and 100 Nm of torque, resulting in a top speed of 155 kph. The bike is powered by a 10.3 kWh battery pack, offering a range of up to 323 kms (IDC).

It features the company’s proprietary artificial intelligence system, Violette A.I., switchable Dual-Channel ABS (developed by Bosch), 10 levels of Regenerative Braking, 4 levels of Traction Control and Dynamic Stability Control.

At the show, Ultraviolette unveiled the X-47 Crossover, a motorcycle that blends two segments and is engineered for versatility across terrains. The X-47 is the first in its class to feature integrated radar technology as standard across all variants, which adapts to lean angles up to 20 degrees. This system, powered by UV HyperSense, introduces the Advanced Rider Assistance System (ARAS) to the segment.

Jan Ykema, Managing Director of MotoMondo, commented “We are proud to bring Ultraviolette to the UK, marking a historic first step in bringing their revolutionary electric motorcycles to riders across the United Kingdom. The F77 series embodies cutting-edge technology, aerodynamic precision and performance-driven engineering, perfectly aligning with the dynamic motorcycling culture in the UK. It is a genuine and affordable mobility solution in a world where there will be more and more restrictions for ICE vehicles of which the cost of ownership will continue to rise. We are excited to partner with Ultraviolette and look forward to seeing the enthusiasm of riders as they experience the future of motorcycling first-hand.”

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