Hero MotoCorp launches new brand identity in Sri Lanka

The company, which went solo after breaking up its erstwhile joint venture with Honda, has appointed ABANS Group as its sole distributor in the island nation to sell the products through a channel of 50 outlets.

"Sri Lanka has been a very important market for us, and we have a loyal customer base in this country. It gives me immense pleasure to announce the choice of ABANS group as our partner in this market," Hero MotoCorp Managing Director and CEO Pawan Munjal told PTI here.

The Sri Lankan market plays a significant role in the company's plans to expand its global footprint and so it has chosen the country as the first international market to launch the new brand identity, he added.

Sri Lankan cricket star Kumar Sangakkara introduced the 125cc motorcycle 'Glamour', while Miss Sri Lanka Stephanie Siriwardhana unveiled the scooter 'Pleasure'.

"Hero MotoCorp today launched brand 'Hero' and its range of two-wheelers in Sri Lanka, marking the brand's first foray into the international market since the launch of its new brand identity just over a year ago," the company said.

The company has introduced 14 models in the country. The range includes its motorcycles Deluxe, Dawn, Pro, Splendor NXG, Super Splendor, Glamour, Passion Pro, Karizma ZMR, Hunk, Xtreme and Achiever, besides scooter Pleasure.

"These products are being distributed through a network of more than 50 outlets spread across the country, with an equal number of new outlets to be added in the next one year," the company said.

In December 2010, the Indian promoter of Hero MotoCorp, the B M Munjal family had agreed to buyout the entire 26 per cent stake of Honda in Hero Honda for Rs 3,841.83 crore. It had brought an end to a 26-year-old successful joint venture.

Elaborating its plans for other global markets, Hero MotoCorp said the company will "soon commence its exports to new international markets in Africa and Latin America in order to reach the stated objective of 10 per cent of its total volumes from international business in the five years".

Earlier this year, the Indian firm had joined hands with the US-based Erik Buell Racing (EBR) for premium bikes, besides partnering with Austria-based AVL for engine technologies.