TVS Motor Company is increasingly using the Apache franchise as the flagship of its premiumisation strategy, as demand shifts towards higher-value motorcycles. What began in 2005 as a single-performance motorcycle has evolved into a seven-product portfolio, spanning street, supersport and adventure motorcycles, helping the company’s premium and super-premium motorcycle business grow at a 29 per cent compound annual growth rate (CAGR) over the past three years, significantly outpacing the industry’s 11.6 per cent growth in the segment.
Gaurav Gupta, President – India Two-Wheeler Business, and Vimal Sumbly, Head – Premium Business & Marketing, were in Mumbai to launch TVS Motor’s new ‘Tu Race Laga’ campaign and celebrate Apache crossing seven million customers worldwide, adding two million riders in the last two years. Beyond the milestone, the company used the occasion to position Apache as a rider-centric brand built around racing, technology, safety, connected experiences and community. Today, Apache has more than five lakh connected riders, while TVS says technologies developed on the racetrack continue to shape its production motorcycles.
On the sidelines of the event, businessline spoke with Gupta and Sumbly about Apache’s evolution, TVS’ premiumisation strategy, the future of India’s premium motorcycle market and why the company continues to pursue a technology-agnostic approach across internal combustion engines (ICE), electric vehicles (EVs) and alternate fuel technologies. Edited excerpts:
As India pushes for higher ethanol blending and flex-fuel vehicles, how is TVS preparing for alternative fuels alongside its EV strategy?
Gaurav Gupta: We are working across multiple fuel options as part of our technology-agnostic approach. We believe different categories of customers have different needs, so there isn’t a single solution that fits everyone.
Our engineering teams continue to work on future fuel options while also supporting the broader ecosystem being developed by the government and other stakeholders. At this stage, we are not looking at preferring one technology over another. Our focus is on ensuring we have the capability to meet evolving customer requirements across different powertrain and fuel choices.
TVS, today, has a presence across ICE, EVs and premium motorcycles. As you look at FY27 and beyond, what will shape the company’s next growth runway?
Gaurav Gupta: We don’t build our business around milestones. Our focus is on continuously taking care of our customers, ensuring we have the right products for their requirements and delivering a superior ownership experience.
The journey of new products, network expansion, technology, innovation, connectivity and premiumisation will continue. At the same time, we are working across multiple fuel options with a technology-agnostic approach because different categories of customers have different needs. We don’t believe there is a one-size-fits-all solution. Our engineering and R&D teams continue to work on future fuel options and the broader ecosystem that is evolving, while we remain focused on building products that meet changing customer expectations.
Apache has grown from one motorcycle to a seven-product portfolio. How important has the brand become to TVS’ growth strategy?
Vimal Sumbly: Apache, today, is much more than a motorcycle. It has evolved into a global performance brand with seven million customers across more than 90 countries. More importantly, it has built a community. We now have over five lakh connected riders, and nearly two million customers have joined the Apache family in just the last two years. The brand has moved from being a product to creating experiences around performance motorcycling.
Gaurav Gupta: Apache reflects our premiumisation journey. Over the last three years, our premium and super-premium portfolio has grown at 29 per cent CAGR, compared with about 11.6 per cent for the industry. That growth has been driven by investments in products, technology, customer engagement, network expansion and ownership experience.
What is driving TVS’ premium motorcycle strategy?
Gaurav Gupta: We don’t focus on milestones; we focus on customers. The effort is to continuously introduce exciting products, strengthen our network and deliver a superior ownership experience. Premiumisation is about creating long-term customer relationships through technology, innovation and engagement rather than simply selling motorcycles.
The journey does not stop there. We will continue expanding our product portfolio, investing in technology and connectivity, and building innovation into every new product. At the same time, we are working to integrate our customer community more closely with the brand because that engagement is becoming just as important as the motorcycle itself. Whether it is new products, ownership experience or customer interaction, the focus is on continuously improving every aspect of the brand rather than working towards a single milestone.
Racing has always been central to Apache. How does that philosophy influence the motorcycles customers buy today?
Vimal Sumbly: Racing is our engineering laboratory. TVS has been racing for more than four decades, and our philosophy is simple—we race on Sundays and sell on Mondays. Technologies developed on the racetrack, from fuel injection and ABS to advanced rider electronics, eventually find their way into production motorcycles. Our objective has always been to democratise racing by making those technologies available to everyday riders.
Battery-as-a-Service (BaaS) is emerging as an important ownership model for electric two-wheelers. How do you see it evolving?
Gaurav Gupta: BaaS has lowered the upfront cost of EV ownership and changed the way customers think about electric mobility. Customers increasingly view the battery much like fuel—they pay according to usage. We believe innovative ownership models will continue to play an important role in expanding EV adoption.
What is the next chapter for Apache?
Vimal Sumbly: We will continue building Apache around performance, technology, design and community. The objective is to strengthen the ownership experience and continue growing the brand globally while staying true to our racing DNA. Apache has evolved from a motorcycle into a rider-centric brand, and that philosophy will continue to shape everything we do, going forward.