It seems that DSK Motowheels which has two
separate tie-ups, one with Hyosung and the other with Benelli, is now in
the news more because of Benelli. Does that mean the Hyosung tie up has taken a
back seat? How will you describe the progress made by your company in India so
are working with both of our partners with great synergy. There are many
projects in the pipeline, along with product launches from DSK Hyosung, which
are in the final phase for their 2017 rollout. This includes the all new DSK
Hyosung GV250 (FMC), DSK Hyosung GT300R and an all new DSK Hyosung GT650R (FMC).
We already offer an extremely wide range of bikes from 250cc onwards to
cater to every customer segment. DSK Hyosung is already a well settled player
in the industry and its brand positioning is well entrenched. Besides, DSK
Benelli comprises of Street naked and touring motorcycles and DSK Hyosung
consists of sportsbikes and cruisers. Therefore, they have very different
offerings targeted towards different customers and demographics. Hence there is
minimal overlapping in terms of strategy. In fact, the two brands also help us
as a company to offer a wider and more comprehensive range of superbiking
experiences to our patrons.
At present we enjoy 23
percent market share in the superbike industry, with a sale of 2200 units of
DSK Benelli superbikes and 1500 units of DSK Hyosung superbikes last fiscal year.
Motowheels has always believed in exploring new avenues and dimensions in the
market. This has allowed us to secure a sizable market share in the Indian
superbike industry. Apart from our sales in Tier –I cities, DSK Motowheels has
also experienced a 60% surge in demands from tier-II and tier-III cities, owing
to our strategic tie-ups.
you credit yourself for bringing in superbikes at some affordable prices? What
is the USP of the Benelli motorcycles? Is it the price, the styling, the
performance or a combination of several factors?
is a complex market and requires a unique strategy to address its requirements.
It is, on one hand, driven by quality and consumer experience, whilst, on the
other, the price point of a product also plays a significant role. Moreover,
providing a distinct style and performance is imperative.
DSK Motowheels we focus on all the factors that govern the consumer psyche, and
price our products at affordable rates without compromising on quality. We took
the first steps towards making superbikes ‘within the means’ for aspiring
owners in the country.
USP is our feature rich and quality products that deliver the most cutting-edge
experience to motor-biking lovers. What’s more, our superbikes are priced most
competitively, making them all the more attractive to the discerning Indian
consumer. Additionally, we also offer a large sales and service network
pan-India and pride ourselves on providing the best customer centric service
and after sales support in the Indian superbike market. All of these innate
qualities of the DSK Motowheels brand make us perfectly poised to be market
leaders in India.
Do you see the Indian premium motorcycle segment growing? What about the
business of motorcycle accessories?
Indian superbike industry is growing steadily and is demonstrating a robust
expansion on the back of heightened demand. There is an increased inclination
in India towards a superbiking culture and adventure enthusiasts are taking
their passion more seriously than ever before. In fact, as per SIAM data,
considering only the superbikes that come via the CKD and CBU route, the
industry has recorded 38 percent growth in the last financial year. These
numbers exemplify that superbike enthusiasts are going all out and are willing
to spend considerable sums to own the motorcycle of their dreams.
far as accessories are concerned, we already have accessories on offer and are
introducing more varieties and options for consumers to customize their bikes.
Accessories help bike owners to reflect their own style through their machines
and that’s why they form a core part of our offerings. From superlative CNC
parts, riding gear, helmets with sleek design features to quirky and creative
stickers and decals, DSK Benelli and DSK Hyosung owners have access to an
entire range of attractive accessories to make sure their bikes are an
extension of their own personality and taste.
is the road map for increasing your dealerships in the country? You already
have 17 outlets in major cities.
Yes, in terms of the
dealer network for DSK Benelli, we currently have 17 showrooms across India,
with the 18th Showroom coming up in Siliguri in September 2016.
We’re looking at opening 14 more showrooms by the end of fiscal year 2016 – 17,
targeting both tier-II and tier-III cities. For DSK Hyosung, we have 32
showrooms pan India and this number is growing steadily.
are into CKD operations too. Currently of your entire portfolio are all bikes
brought into India through the CKD route? Can you briefly tell us about your
plant capacities? Any plans to manufacture the bikes here using Indian
We have recently shifted our CKD plant
from Wai, Maharashtra to Takwe, near Pune. This shift has enabled us to achieve
a production capacity of 500 – 600 units per month.
The plant currently operates in
single-shift and has two assembly lines – one each for the engine and for the
motorcycles where Benelli and Hyosung models are assembled. The company plans
to begin its capacity expansion program at the plant post the launch of the
By 2018, we should reach a production
capacity of 50,000 units per year. Meanwhile, the plans for manufacturing are