India’s Hero Group Enters African Market

India’s Hero Group Enters African Market

India’s largest maker of two-wheelers, Hero MotoCorp. announced its entry into the African market in Kenya, where it has set up an assembly plant, according to a report in Business Standard.

The company plans to launch operations in Burkina Faso and Ivory Coast next week. In Kenya, Hero partnered with Ryce EastAfrica to sell its two-wheelers.

Sameer Group, a division of Ryce, will distribute Hero MotoCorp two wheelers in Kenya. Brand names include Dawn, Splendor Pro, Glamour, Hunk, and Karizma.

The company’s goal is to sell 10 million two wheelers by 2016-17, with 10 percent of sales coming from its international operations.

Hero plans soon to launch the English version of its company jingle, “Hum Main Hai Hero,” (There’s a Hero in Each of Us), to be aired on radio stations across Kenya, the report said.

The company’s entry in Africa follows its May launch in Central America  including Guatemala, El Salvador and Honduras, according to Business Standard. Other international markets include Sri Lanka, Bangladesh, Nepal and Colombia.