PUNEL: India’s third-largest motorcycle maker has hired Kia India’s head of marketing and public relations to spearhead its marketing as well as kick start its sports bike brands further, as competition intensifies in the premium two-wheeler segment.
Shakti Upadhyay has joined Bajaj Auto as vice president for brands. His first task will be to take charge of the company’s sports motorcycle portfolio including the once-dominant Pulsar and premium Dominar ranges. The appointment comes as Bajaj battles declining market share in key segments whilst rivals like TVS Suzuki and Honda gain ground.
Upadhyay spent over seven years at Kia India, where he orchestrated the south Korean carmaker’s transformation from unknown challenger to household name. Under his stewardship, Kia launched the Seltos compact SUV, Sonet sub-compact SUV, and Carnival MPV, helping the brand capture nearly 4 per cent of India’s passenger car market within five years.
His track record includes award-winning campaigns that blended “bold positioning with emotional storytelling.” At Samsung Electronics, where he spent eight years before Kia, Upadhyay led marketing for consumer durables including premium television ranges.
Bajaj’s hire signals urgency in revitalising brands that once dominated Indian roads. The Pulsar, launched in 2001, pioneered the performance motorcycle segment but has faced intensifying competition from Honda, and TVS Motor. Dominar, positioned as a touring motorcycle, has struggled to gain traction since its 2016 launch.
The Pune-based company’s motorcycle business has faced headwinds as consumers increasingly favour electric vehicles and premium brands. Bajaj’s domestic motorcycle sales fell eight per cent year-on-year in the first half of 2024, whilst competitors expanded market share.
“Bajaj has always stood for innovation, performance, and a strong challenger spirit,” Upadhyay said in a LinkedIn post announcing his appointment. He emphasised plans to deepen “brand love” and drive “global ambition” for the motorcycle portfolio.
The marketing veteran’s mandate extends beyond just the domestic market. Bajaj exports motorcycles to over 70 countries, with international sales contributing roughly 40 per cent of total volumes. The company has a particularly strong presence in Africa and Latin America through partnerships and local assembly operations.
Upadhyay’s appointment reflects broader industry trends as traditional automotive companies hire talent from successful challengers. His experience launching new brands in competitive markets could prove valuable as Bajaj seeks to reinvent mature product lines whilst expanding into electric vehicles.
The company faces particular challenges in the 125-250cc segment even as electric vehicle startups like Ola Electric and Ather Energy have begun encroaching on urban commuter segments traditionally dominated by conventional motorcycles.
Industry analysts suggest Bajaj’s brand revival efforts will need to balance heritage appeal with contemporary relevance, particularly among younger consumers who increasingly view motorcycles as lifestyle statements rather than purely utilitarian transport.
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