India’s leading two-wheeler manufacturers are significantly increasing investments in advertising and brand building as competition intensifies across commuter motorcycles, premium bikes, scooters, and electric vehicles (EVs). Hero MotoCorp, the country’s largest two-wheeler maker, spent ₹1,511 crore on advertising and sales promotion during FY26, marking one of the highest annual brand investments in the Indian auto industry. The surge reflects a broader strategy among manufacturers to strengthen consumer engagement, launch new products, and defend market share in an increasingly competitive landscape.
The higher marketing expenditure comes as two-wheeler companies expand into premium motorcycles and electric mobility while benefiting from improving domestic demand. Companies such as Hero MotoCorp, TVS Motor, Bajaj Auto, and Honda Motorcycle & Scooter India are introducing new models and investing heavily in customer acquisition through digital campaigns, sports sponsorships, experiential marketing, and dealer engagement.
Hero MotoCorp Leads With ₹1,511 Crore Advertising Spend
Hero MotoCorp substantially increased its brand-building investments during FY26 as it sought to reinforce its leadership in the commuter motorcycle segment while expanding its presence in scooters and EVs.
The company has also indicated that brand investments will remain a priority in FY27 alongside capacity expansion and product development.
Hero MotoCorp’s Brand Investment
| Metric | FY26 |
|---|---|
| Advertising & sales promotion spend | ₹1,511 crore |
| Brand investment trend | Increased significantly |
| Focus areas | Motorcycles, scooters, EVs, premium segment |
Management has emphasized that sustained advertising is essential to support new launches, strengthen brand recall, and compete across multiple vehicle categories.
Competition Intensifies Across Segments
India’s two-wheeler market is becoming increasingly competitive as established manufacturers and newer EV companies vie for market share.
Manufacturers are investing in:
- Premium motorcycle launches.
- Electric scooters and motorcycles.
- Digital marketing campaigns.
- Sports and entertainment sponsorships.
- Dealer experience and customer engagement.
- Regional advertising initiatives.
These investments are aimed at attracting younger buyers while retaining loyal customers in the highly competitive commuter segment.
Major Industry Trends
| Trend | Impact |
|---|---|
| Higher advertising spend | Stronger brand visibility |
| Premiumisation | Expansion beyond commuter bikes |
| EV launches | Increased marketing competition |
| Digital campaigns | Better customer engagement |
Brand Building Supports Growth Strategy
Hero MotoCorp’s marketing push complements broader investments in manufacturing, supply chain, and electric mobility.
The company plans to:
- Expand scooter production capacity.
- Increase EV manufacturing through its VIDA brand.
- Strengthen its global parts network.
- Invest in premium motorcycle partnerships.
Alongside capital expenditure, Hero has said continued investment in brand building will remain central to sustaining long-term growth.
Industry Demand Remains Healthy
The increase in advertising expenditure coincides with improving demand in India’s two-wheeler market.
Higher rural consumption, tax incentives introduced in late 2025, and improving consumer confidence have supported industry growth, encouraging manufacturers to invest more aggressively in marketing and product launches. At the same time, competition from electric vehicle manufacturers is prompting legacy companies to strengthen brand positioning across traditional and electric portfolios.
Key Drivers Behind Higher Marketing Spend
| Driver | Objective |
|---|---|
| Product launches | Increase awareness |
| EV competition | Build customer confidence |
| Premium motorcycles | Attract new buyers |
| Rural demand recovery | Expand market share |
| Digital engagement | Reach younger consumers |
Looking Ahead
The sharp rise in advertising and brand investments by India’s two-wheeler manufacturers underscores how competition is shifting beyond pricing and product specifications to consumer engagement and brand loyalty. Hero MotoCorp’s ₹1,511 crore advertising spend reflects its commitment to maintaining leadership in traditional motorcycles while accelerating growth in scooters, premium models, and electric vehicles. As manufacturers continue expanding their product portfolios, marketing is expected to play an increasingly important role in influencing purchase decisions.
Going forward, sustained demand, new product launches, and rapid growth in the EV segment are likely to keep advertising budgets elevated across the industry. Companies that successfully combine strong branding with product innovation, dealership expansion, and digital customer experiences are expected to be better positioned to capture market share in India’s evolving two-wheeler market.
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