Bajaj to ride on rural demand

With customers in rural India moving beyond frugality and beginning to demand safety and performance oriented bikes, Bajaj Auto Ltd (BAL) is gearing up to cash in on the new trend with products suited to meet requirements of the hinterlands.

With customers in rural India moving beyond frugality and beginning to demand safety and performance oriented bikes, Bajaj Auto Ltd (BAL) is gearing up to cash in on the new trend with products suited to meet requirements of the hinterlands.

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The firm, which is aiming to sell three-million units in the domestic market this fiscal, is seeing robust demand for 125 cc and 150 cc variants of its Discover model in rural areas.

"Our market studies have found that there is a change in the demand from rural customers. They are asking for bikes that provide them safety and performance," said S Sridhar, president (motorcycles), BAL.

Rural customers are seeking bikes with wider tyres that gives more road grip, which require higher engine power, he said.