Bajaj Auto bets big on rural market with new model

Bajaj Auto Ltd, which has recently rolled out the new Boxer 150cc variant in the domestic market, is betting big on rural markets of the country.

"A significant number of consumers in the smaller towns need a powerful, rugged utility bike. Also we see a major shift happening from the 100cc to 150cc in the Bajaj Pulsar variant. So we thought why not give the rural customer a tough bike at the price of a 100 cc bike. We are launching the new Boxer bike in phases and we have rolled out in Gujarat after Maharashtra and Tamil Nadu. With good monsoons,the rural economy is doing well and with recruitments in urban cities also doing well, so we are expecting a good demand for the new Boxer as it is a fuel efficient bike," said Vimal Sumbly, deputy general manager(Marketing and Sales), Bajaj Auto Ltd.

Bajaj Auto, one of the leading two wheeler makers in India, enjoys 33 per cent market share in the sports bike category in Gujarat while nationally it has around 50 percent market share. While the company sells close to 20,000 units across various categories per month in Gujarat, they aim to sell between 3000 and 3500 Boxer bikes in the 150cc category per month.