What is Sales and Marketing Strategy of Tube Investments of India (TII) Company?

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What is Tube Investments of India's Sales and Marketing Strategy?

Tube Investments of India (TII), a key entity within the Murugappa Group, is strategically expanding into electric vehicles (EVs) and new ventures. This pivot is evident with the launch of Montra Electric 3-wheelers and the 'EVIATOR' e-SCV in fiscal year 2025.

TII's evolution from its origins in bicycles and precision steel tubes to a diversified engineering conglomerate showcases a dynamic approach to market engagement. The company's consolidated revenue for fiscal year 2025 reached INR 18,915 crore, a 16% increase from FY2024.

TII's sales and marketing strategy encompasses diverse channels, innovative tactics, distinct brand positioning, and impactful campaigns to drive growth across its varied product lines, including its foray into electric mobility.

The company's go-to-market approach for its electric offerings likely involves a multi-pronged strategy, leveraging both direct sales channels and partnerships to reach commercial and individual customers. For its established product categories, TII continues to utilize a robust dealer network and institutional sales for industrial products. Understanding the broader market landscape is crucial, as highlighted in the Tube Investments of India (TII) PESTEL Analysis.

Tube Investments of India (TII) employs a comprehensive sales channel strategy, adapting to both its consumer and industrial product lines. This approach ensures broad market reach and caters to the specific needs of different customer segments.

B2C Mobility Channels

For its bicycle division, TII utilizes an extensive network of approximately 11,500 primary and secondary dealers nationwide. This is augmented by proprietary retail formats like BSA Hercules Exclusive Stores and the experiential Track & Trail stores, which include Urban and Sport categories.

Digital Sales Expansion

Recognizing evolving consumer behavior, TII has embraced digital platforms. The Track & Trail online shop is a key component of this strategy, providing an accessible avenue for customers to purchase products online.

B2B Industrial Channels

In its engineering products, metal formed components, and industrial chains segments, TII primarily relies on direct sales teams. This direct engagement is vital for serving major Original Equipment Manufacturers (OEMs) both domestically and internationally.

Strategic Partnerships and EV Focus

Strategic partnerships are emphasized for just-in-time service and last-mile connectivity in the B2B sector. The company's expansion into electric vehicles, particularly with Montra Electric 3-wheelers, involves direct sales and a growing dealer network tailored for EV products.

Electric Vehicle Sales Growth

TII's electric vehicle division, TI Clean Mobility Private Limited, has seen significant traction. Montra Electric 3-wheelers achieved a notable 16% market share in Southern markets in FY2025, securing the No. 3 position in select areas and driving the company's sales and marketing plan for electric vehicles.

• Expansion into Northern regions for EV products.
• Early sales stages for EV Heavy Commercial trucks.
• Focus on direct sales and specialized EV dealer networks.
• Leveraging existing distribution strengths for new product categories.

The evolution of TII's sales channels reflects a dynamic approach to market penetration and customer engagement. The company's historical success in transforming India's cycle retail landscape, as exemplified by TI Cycles, provides a strong foundation for its current strategies. This includes expanding its global footprint and forging alliances to enhance distribution capabilities in emerging markets, thereby supporting its overall TII business strategy and revenue growth.

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Tube Investments of India (TII) employs a multifaceted marketing approach, blending digital engagement with traditional outreach to bolster brand visibility, generate leads, and ultimately drive sales across its diverse product lines.

Digital Presence for Bicycles

TII utilizes dedicated brand websites for its bicycle offerings, including Montra and Mach City, alongside an e-commerce platform for Track & Trail, enabling direct customer interaction and online sales.

EV Business Marketing Focus

The company's investments in its electric vehicle (EV) business emphasize vehicle integration, capacity expansion, and software enhancements, supporting a technology-forward marketing strategy.

Data-Driven Marketing Approach

A commitment to 'digitization' suggests TII adopts a data-driven marketing strategy, focusing on customer segmentation and personalized messaging for varied audiences.

Traditional Marketing for Bicycles

For its B2C bicycle segment, particularly in rural and semi-urban areas, traditional channels like local events, print media, and dealer promotions are crucial for brand recognition.

Product Innovation as a Lever

New product introductions, especially in the growing e-bicycle market, are key marketing tactics to align with evolving consumer preferences.

EV Product Launch Buzz

The launch of India's first electric truck, RHINO, and the e-SCV 'EVIATOR' at auto expos in January 2025 generated significant market excitement and positioned TII in the EV sector.

TII's sales and marketing strategy for its diverse portfolio, from bicycles to automotive components and EVs, aims to capture market share through a combination of digital outreach, traditional methods, and pioneering product launches. The company's focus on innovation, as seen with its electric vehicle advancements, serves as a significant marketing tool, generating buzz and driving demand. This approach aligns with TII's broader Growth Strategy of Tube Investments of India (TII), which seeks to leverage new technologies and market trends to achieve sustained revenue growth.

Key Marketing Tactics

TII's marketing tactics are designed to reach a broad audience and build brand loyalty.

• Leveraging dedicated brand websites and e-commerce for direct sales.
• Utilizing tech-driven marketing for the EV segment.
• Employing data analytics for customer segmentation and personalization.
• Maintaining a strong presence in rural markets through traditional channels.
• Using new product launches as a primary driver for market penetration.

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Tube Investments of India strategically positions its diverse portfolio by emphasizing reliability, innovation, and value, differentiating itself significantly within competitive markets. The overarching brand identity for TII is encapsulated in its vision to be a 'globally admired Indian engineering company creating stakeholder delight,' underscoring a commitment to excellence and comprehensive value creation.

Mobility Division: Pioneering Cycles

For its mobility division, TII positions its bicycle brands as pioneers in the Indian market, focusing on 'Fun, Fitness and Freedom.' These brands have consistently introduced 'India's firsts' in various bicycle categories.

B2B Segments: Preferred Supplier Status

In its B2B segments, TII is positioned as a market leader and preferred supplier, appealing to industrial clients through engineering expertise and customized solutions.

Electric Vehicles: Revolutionary Force

The aggressive foray into Electric Vehicles (EVs) through Montra Electric positions the brand as a revolutionary force in e-mobility, offering innovative and cost-effective solutions.

Growth Model: Consistent Brand Messaging

The company's 'three-engine model of growth' ensures brand consistency across its expanding touchpoints while allowing for distinct positioning within each segment.

The legacy of innovation in the mobility division is evident with brands like BSA and Hercules being honored as 'Superbrands' in 2024, reflecting strong consumer trust. This consistent delivery of quality products meets evolving customer needs, contributing to TII's overall brand strength. In the B2B engineering and metal-formed products sectors, TII's market leadership in Cold Drawn Welded (CDW) tubes and its role as a key supplier to major OEMs underscore its reputation for engineering prowess and reliable supply chains. The company's commitment to just-in-time delivery further solidifies its appeal to industrial clients. Montra Electric's achievement of a 16% market share in the South in FY2025 highlights successful market penetration and positive brand perception in the nascent EV market, demonstrating the effectiveness of TII's strategy for increasing sales in new segments. This approach aligns with the broader Mission, Vision & Core Values of Tube Investments of India (TII), which guides its expansion and market positioning efforts.

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Tube Investments has executed several impactful sales and marketing initiatives that have significantly contributed to its brand visibility and growth, particularly in recent years. These campaigns highlight the company's strategic focus on new product launches and existing brand reinforcement.

Montra Electric Super Cargo Launch

A pivotal campaign for the company's burgeoning EV segment was the launch of the Montra Electric Super Cargo (L5N) at the Bharat Mobility Global Expo 2025. This campaign aimed to expand Montra Electric's product portfolio beyond 3-wheelers into heavy commercial vehicles, showcasing TII's commitment to diversifying its e-mobility offerings.

EVIATOR e-SCV Launch Campaign

Another significant launch campaign was for the EVIATOR e-SCV (electric Small Commercial Vehicle) in January 2025 at an auto expo. This campaign marked TII's strategic entry into the e-SCV segment, with objectives to highlight its innovation in sustainable transport and capture a new market.

'Superbrands' Recognition for Bicycles

The recognition of BSA and Hercules as 'Superbrands' in 2024 by consumers is a testament to the sustained success of their branding and marketing efforts over decades. This recognition reinforces the brands' established market leadership and high consumer trust, validating their core promise of 'Fun, Fitness, and Freedom' in the bicycle segment.

Investor Relations Campaign

TII launched a '100 Days Campaign – 'Saksham Niveshak'' focused on KYC and other related updates for its stakeholders. This initiative underscores the company's commitment to transparent investor relations and stakeholder engagement, ensuring compliance and fostering trust.

The company also continuously engages in strategic efforts to launch advanced bicycle models, including targeting the growing e-bicycle segment, and actively pursues export opportunities for its bicycle division, reflecting ongoing product-driven marketing initiatives. These efforts are part of a broader Tube Investments sales strategy aimed at market expansion and revenue growth.

EV Segment Expansion

The launch of the Montra Electric Super Cargo (L5N) at Bharat Mobility Global Expo 2025 signifies TII's strategic move into heavy commercial electric vehicles, broadening its e-mobility portfolio.

New Market Entry

The EVIATOR e-SCV launch in January 2025 marked TII's entry into the electric Small Commercial Vehicle segment, generating positive market reception and a strong pipeline of pre-orders.

Brand Equity Reinforcement

BSA and Hercules being named 'Superbrands' in 2024 validates decades of consistent marketing and product innovation, reinforcing consumer trust and market leadership in the bicycle segment.

Stakeholder Engagement

The 'Saksham Niveshak' campaign focused on KYC and stakeholder updates, demonstrating TII's commitment to transparency and robust investor relations.

Product Innovation & Exports

Ongoing efforts include launching advanced bicycle models, targeting the e-bicycle segment, and actively pursuing export opportunities, contributing to TII's overall sales and marketing plan for electric vehicles.

Market Penetration

These diverse campaigns and ongoing product development reflect TII's market penetration strategies across its various business verticals, aiming to increase TII revenue growth.

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