Based on the insight that any girl who learns to ride on a particular brand of bike prefers to buy the same brand, we set up “The Scooty Institute” to promote riding two-wheelers amongst women. A course syllabus was created that was a mix of theory and practicals, and covered everyday riding conditions to ensure relevance to the TG. Teaching was done by locally hired female instructors (after passing TVS certification) to ensure that women felt comfortable at the institute. Expanding one city at a time, the Scooty Institute now covers 55 cities with 400 female trainers certified by TVS.

Against a sales conversion target of 5%, TVS achieved double the target with a 10% conversion rate. In fact, dealers who participated in the Scooty Institue program saw a 15% increase in sales over those dealerships who didn’t participate.25,000 new women riders have been trained, empowered and are ready to hit the road. Over 300,000 women have been contacted so far, which makes this India’s biggest two-wheeler contact program that effectively engaged young women and proved to be of great value to them.