On the backdrop of more and more women harassment stories in public transport are getting reported across the country every day, India Yamaha Motor Pvt ltd has launched a driving training school for women, so that they can avoid public transport.
The Yamaha Female Riding Training Programme (YRFT) and Yamaha RAY was launched at Chennai today by Masaki Asano, deputy managing director, India Yamaha and Roy Kurian, National Business Head of India Yamaha Motor along with Bollywood actress Deepika Padukone.
According to the company the key focus point behind the launch of the Programme was public transport is bad in most of the locations for women, who find it very difficult to use whatever little transport is available and they also face harassment on buses and other public transport.
"The Yamaha Female Riding Training (YFRT) Programme will encourage women to be independent and free to make/ follow their own way".
The target market for the company is girls of 11th, 12th grade (one gets the license for gearless scooters at 16 years). At this age because of school, tutions, friends, family chores, time starts becoming a scarce commodity and they are most receptive to the concept of safe and independent mobility.
The company said that IMRB research revealed that any girl who learns to ride on a certain brand of bike would invariably like to buy the same brand - the training hence becomes a big influence on purchase decision and it will increase walk-in at the dealerships and encourage one on one interface with the customer, said the company.
