Hero MotoCorp enters Africa

The country’s largest two-wheeler maker Hero MotoCorp (HMC) on Friday announced its entry in to the African continent with the launch of its brand and products in Kenya where it has also set-up an assembly unit.

The company’s operations are set to commence in Burkina Faso and Ivory Coast next week. In Kenya, HMC has partnered with Ryce East Africa to sell its two-wheelers in the country. As per the arrangement, Sameer Group (a part of Ryce East Africa) has been appointed as the authorised distributor of Hero MotoCorp range of two-wheelers in Kenya. Pawan Munjal, managing director and chief executive officer, HMC said: “We are delighted to see brand Hero make its debut in the African continent with the first launch in Kenya. This is a strategic market for us in our overall plan for the continent, which is why we are also starting our first Africa CKD assembly operations here.”

HMC said it has introduced a range of Hero two-wheeler brands across categories, including the entry-level segment, Dawn, the Deluxe segment, Splendor Pro, Glamour and Hunk, and the premium segment, Karizma.

"We are confident our products will appeal to customers across a wide price spectrum and create a new benchmark for mass mobility in Kenya. Indeed, our Africa business is going to play a crucial role in our plans of taking Hero global," added Munjal. Overall, the company aims to sell 10 million units by 2016-17, 10 per cent of which is scheduled to come in from its international operations.

Hero MotoCorp will soon launch brand-building initiatives in the African market with the English version of the iconic Hero anthem 'Hum Main Hai Hero' (There's a Hero in Each of Us), which will be aired across radio stations in Kenya, the company said.

The company's foray in Africa comes close on the heels of its launch in Central America, where the company commenced its operations in Guatemala, El Salvador and Honduras in May. Its other international markets include Sri Lanka, Bangladesh, Nepal and Colombia.