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The secret behind Hero Honda's success
Some time in early-2006, Hero Honda got into scooters with Pleasure, again with a unique positioning - "Why should boys have all the fun?" "We were a late entrant and therefore had to do something innovative," says Munjal.
The consumer insight here was that women want freedom of movement and a scooter could address that demand. It subsequently roped in Priyanka Chopra as the brand ambassador and started 20 "Just for Her" sale and service outlets staffed only by women.
In a little over three years, Pleasure has been refreshed thrice. Production is up to 14,000-15,000 per month and Hero Honda's market share has reached 13-14 per cent. (At the time of the launch, the company had targeted 10 per cent market share in three years.) Powered by 
Image: Hero Honda's Pleasure
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