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Who We Are

In today's complex and competitive market, it is crucial to decipher the constantly evolving consumer preferences and to quantify behavioural pattern. In such a market the need for brands to understand consumers is more relevant now than before. While the traditional Market research techniques are still relevant, it is not a tool that can be used to capture unbiased data in real time.

Mind in Motion is a Consumer Intelligence firm that uses digital Market research platforms and innovative methodologies, along with traditional techniques of studying market dynamics to provide useful consumer and economic insights. Being an Information centric organization, our aim is to capture and record unbiased data across all platforms in real time within the automotive industry. Our predictive capabilities and prescriptive solutions are based on studying and analyzing the whole spectrum of consumer behaviour, as opposed to looking only at the final purchase decision.

What We Do

Our Approach

Integration of Data


    • Online Portals & Digital domains
    • On-ground Information from consumers and network partners
    • Market share data
    • Industry Expert's opinion

Insight


    • Answering the 3 W's
    • What: Mapping discrepancies between Mindshare and the final call to action for brands/products within the industry
    • When: Tracking consumer behaviour and attitude across time to understand how and when changes happen
    • Why: Probe into discrepancies to identify business problems

Solutions


    • Trend analysis reports (Mapping mind to the market)
    • Prescriptive Actionable solutions to brands for their product line
    • Predictive consumer intelligence for a competitive edge in the future

Articles,Industry Overview & Reports

RECENT ARTICLES

  • Yamaha could tip scales in premium bike space

    03/25/2015

    Japanese automaker may pose the biggest challenge to Bajaj Pulsar When you think of brand Yamaha in India, one bike that quickly comes to mind is the RX 100, a legend during the late 1980s and early 90s. It achieved cult status in a short span of time but was phased out thanks to the stringent emission norms prevailing at that point in time. This was the era that saw the dominance of 2-stroke powerhouses such as the Suzuki Shogun, KB 100 and RX 100. Back to the 80s Fast-forward to the present performance/premium commuter market and the stage is set for an encore of the heady 80s. This segment has been largely created and dominated by Bajaj and its Pulsar brand over the last 13 years. Likewise, market leaders in other categories, be it Hero Splendor in the commuter segment or Honda Activa in scooters, have consistently retained over 50 per cent share in their respective fields. In the leisure cruiser segment (below 600cc), Royal Enfield remains the undisputed monarch with a share of around 90 per cent during this period. In premium segment bikes (135cc to 535cc but excluding cruisers), the Bajaj Pulsar range of bikes has maintained market share at around 36 per cent over the last five quarters. However, we feel that this leadership status could face a challenge from a new breed of bikes with authentic power, exclusive style, responsive acceleration and a sporty stature. Riders here are willing to experiment with new offerings from equally reputed brands Game changer The game is fast changing and Yamaha has a front row seat to (what could be an opportunity) become the key player in the premium bike category. The brand has a well thought out product line with its FZ and SZ series along with its dashing, track-focused R15. While it is doubtless up against stiff competition from the Pulsar series, Suzuki Gixxer, TVS Apache and Honda Unicorn, Yamaha has the right mix of racing pedigree and successful proven models in the Indian premium bike segment to take on the lead brand. It is clearly taking a cue from one of the global motorcycle giants which famously proclaimed, 'Race on Sunday, Sell on Monday'. The relatively new 'Ready to Race' brand, KTM is progressing steadily with a growth of over 60 per cent in Q3 over last year. Numbers over the past give quarters (Q3 '13-14 to Q3 '14-15) only reiterate our claim that there is a lot of action brewing in the premium/performance space. While the category has grown by 14 per cent in this period, the top three brands have recorded strong sales numbers. Bajaj has set the pace with a growth of 50 per cent for the Pulsar and the newly launched Discover 150. Yamaha recorded an increase of 25 per cent and is in third place while TVS Apache saw sales up 42 per cent. Bajaj boasts of a market share of around 48 per cent in this segment followed by Yamaha at around 19 per cent and TVS at 13 per cent. The products that topped the charts for the period are displayed in the table. Rise and fall Interestingly, the two brands that have significantly dropped in the premium segment are Hero and Honda by 65 per cent and 44 per cent respectively. Hero's Xtreme and Karizma and Honda's Unicorn, Trigger and CBR 250 have all shown a dip in volumes during this period. Yamaha has a well outlined strategy and this is starting to reflect in its sales numbers over the past five quarters. We have tracked the digital mind share of brand Yamaha which, during this period, has managed to consistently maintain 26-29 per cent. This has been made possible thanks to a five per cent growth in the mind share of the FZ series of bikes. Yamaha will have to make the choice of moving away from its current badge of being a brand with great potential to one that actually unlocks what lies ahead. The company's new products need to record numbers that will help it move ahead of the pack. Having said this, the premium bike segment is not an easy playground as consumer preferences are fast evolving with each passing day as they are exposed to a slew of international brands and their high performance machines. It will be a contest that will be keenly followed by industry as Yamaha decides its fate and degree of success in the Indian premium bike segment where the mantra, 'More for less' will always dictate the market. This segment has around 11 per cent market share of the total bikes sold in India. It clocks around 1.4 lakh units each month with a growth of 14 per cent y-o-y. It will be interesting to see if the 'Fastest Indian' will continue to lead or if the 'Yes, Yamahas' will make more inroads. This will include other contenders who are 'Ready to Race' and willing to unleash their 'Racing DNA'... Readmore
  • The power of 'H' in the domestic two-wheeler market

    12/25/2014

    Hero, Honda and Harley-Davidson are dominating the two ends of the spectrum The two-wheeler industry is booming in India with over a million motorcycles and scooters hitting the roads each month. Yet, in this intensely competitive landscape, it is the power of 'H' that is all-pervasive. To put it more specifically, this comprises the trio of Hero, Honda and the big daddy of them all, Harley-Davidson.According to data from various manufacturers, total two-wheeler sales increased by 19 per cent (or around 6.4 lakh units) in the second quarter of this fiscal from the same period last year. Hero MotoCorp and Honda gained over two lakh units each and these two brands alone garnered 82 per cent of the total growth in Q2. Harley grew by nearly 200 per cent and is slated to wrap up this calendar at over 4,000 units thanks largely to its Street 750. The power of 'H' continues to be a force to reckon with both in the consumer's mind and in the actual market place.It is exactly four years now since Hero and Honda decided to go their own ways and, today, they are the lead movers in this market. Hero's Splendor continues to be the largest selling two-wheeler brand while Honda has replicated this in the scooter arena with its Activa which is growing from strength to strength.For the moment, Hero is the country's leading two-wheeler player and it will be interesting to see when Honda stakes its claim to this position. TVS Motor, likewise, had a significant gain of about 45 per cent where the chief contributors were its scooters: Jupiter, Scooty and Wego.On the wane However, the Bajaj brand seems to be on the decline with negative growth of around 10 per cent, even while the market was up by 19 per cent. This is largely due to lower sales of its Discover series (excluding the launch of Discover 150 at the end of Q2) and also due to a negative variance in the Pulsar series of bikes. The entry-model Platina, though, seems to be seeing a gradual upward trend in numbers.The company is the country's top exporter of two-wheelers, with over 40 per cent of its output shipped overseas, but is facing a big challenge back home in the world's largest market.Yamaha posted impressive growth of around 30 per cent mainly contributed by the FZ Series of bikes. During this period, Suzuki fell by around 15 per cent. Mahindra two-wheelers, which had launched a slew of bikes and scooters, has not been able to capitalise on the market momentum. The company has shown a decline of around 20 per cent.In the performance bikes segment, KTM is consolidating its position well with an overall growth of close to 100 per cent. Royal Enfield, likewise, is continuing its bull run with a growth of over 70 per cent.The mind shares of the top four brands in the respective segments are shown in the tables. They reflect sales trends in the actual market.Mind in Motion has captured the digital search trends for more than six quarters and has compiled the pattern of preference for various brands. The consumers online search patterns show interesting correlations between the mind share and market share for these brands.Constant innovation While brand leaders have the comfort and luxury of actual physical road presence of their models as their core strengths, the competition has to keep innovating their approach to create a differentiation in their product.They must always strive to be in the consumer's mind without any breaks if they have to grow in an evolved market. This is not the easiest of tasks in a market as diverse as India where brand loyalties play a big part in the buying decision.... Readmore
  • Number crunching for two-wheelers online

    12/11/2014

    A collaboration of youth and experience to create a website to help bike buyers It was in 2011 that a friend told Rohit Kuttappa that the Indian two-wheeler segment was virtually ignorant in terms of understanding consumers deeper. And to think that a 12.5 million unit-per-year market (now over 16 million units) did not have the right kind of data to drive better market insight. "Even I, as a fourwheeler person, did not have too much of an idea about the 2-wheeler space," Kuttappa says. This is when the friend put him on to RL Ravichandran whose last assignment as CEO of Royal Enfield was to put the company back on track. He had also spent many years in senior leadership positions at Bajaj Auto and TVS Motor Company. The right choice "I was intrigued listening to Ravichandran explain how people actually search for a bike before eventually buying it. This was an important insight for me in terms of analysis," Kuttappa says. He also understood that analysing the wrong parameters in decision making would not be of help either. This is because the 2-wheeler buyer is predisposed to a large extent to the brand he wants. He makes the decision and compares it with the best alternatives. In 2012, Kuttappa, along with Ravichandran and a young team, formally launched Choosemybike.in and thereon Mind in Motion which is the analytical (customer intelligence) division. The former Enfield chief (now on the board of Eicher Motors) took over as Chairman to share his vast pool of experience with the young team based in Chennai. Mathematical mind Apart from Kuttappa who took on the Managing Director's mantle, the others include Vasini Vardhan (chief economist), TR Sethuraman (data scientist) and a support team. They are not into recommending bikes but, instead, urge buyers to use the site as a search engine for information. "It is unsolicited and impartial by the end of the day. The number of visitors is also increasing by the day. We are developing insights which people may find useful," Sethuraman says. Vasini explains that her work involves studying mind and market share and checking if there a correlation between the two. "We then build a mathematical formula to predict future market share based on historical data. Some brands could have lost/gained market share," she says. Kuttappa insists it would be patently wrong for any company to assume that it understands what the customer wants. "Convergence between the seller and buyer is not the easiest of tasks in 2-wheelers. Any company which gets the closest to what the consumer wants becomes the leader but is still not insulated from market dynamics," he says. Playing field Hence, Honda could be the leader in scooters by a large mile but there is worthy competition from the likes of TVS Motor, Hero MotoCorp and Yamaha. Whether that will result in a change in market share seems unlikely especially when Honda hardly takes anything for granted. "Even though India is brand-conscious, people still like options and this only means that the company in the lead has to run faster. This is especially true in the 2-wheeler space," Kuttappa says. Ravichandran chips in to add that Honda is "all-supreme" in whichever region it is present in but things could be different in India. "Here, there are brands with tremendous local support be it Bajaj Auto or TVS. They have built-in advantages like marketing and R&D," he says. The Honda discussion is clearly heating up with Kuttappa insisting that "everyone is doing a catch-up game" with the company in gearless scooters. The discussion then shifts to the company's former ally and market leader, Hero. "The positioning of brand Hero is that it has captured the 100-110cc market according to our focus group study," Kuttappa says. Interestingly, it is also "getting better" in the 150cc plus category where Bajaj is the clear leader. According to Ravichandran, Hero has positioned itself well in its campaign to focus on national integration. "Most people know that Hero and Honda have separated and yet they are the market leaders. This is no small feat and tells you what market behaviour is all about," he says. Buyer dynamics There are certain buyers to whom the first purchase of a 2-wheeler is critical for improving the quality of their lives. Ravichandran says these consumers buy a trusted brand because they just cannot afford to make a mistake. "In this aspect, Hero is very strong," he concedes. Kuttappa believes the 2-wheeler customer is exposed to "so many influences", especially from social media that the buying dynamics have changed. "It becomes even more difficult to gauge the buyer," he says. However, when the customer is willing to experiment or make a personality statement, he looks around and this is where other brands get his attention. For instance, Mahindra is a relatively new brand in the 2-wheeler space but the team has discovered from buying pattern data that people consider it while buying scooters.... Readmore
  • Mind in Motion to study buying habits

    11/12/2014

    Big Data analysis has made an entry into the two-wheeler business with the launch of a portal - choosemybike.in - and a data analytics firm by an industry veteran with a team of young professionals. The man behind these ventures is R.L. Ravichandran, who has held top positions in TVS Motor, Bajaj Auto and Royal Enfield. The data analytics firm - Mind in Motion - has developed a statistical model and an algorithm to capture the relationship between online search trends and actual market trends. The portal, choosemybike.in, seeks to help prospective two-wheeler buyers to research online for their vehicle purchase. The team says it has built capabilities to extract buyer behaviours and predict market trends using the data generated by the portal. "The kind of data generated by the users during the search on our portal led us to venture into consumer intelligence in the big data space. Over the past two years, Mind in Motion has been in the process of validating their results by comparing with actual market data," said R L Ravichandran, Chairman and Chief Mentor of CMB Portalogic Solutions, which owns the portal and the data firm. There were some variations in the beginning. But after improvements in the methods, they reported to have arrived at reasonably close correlation trends and clearly tell brands about their positions and sales trends in the market. "Digital domain is an important thing now as everyone builds portals. But interpreting consumer behaviour will be the next big discovery that is going to happen in our country," said Mr Ravichandran, who is now on the board of Eicher Motors. The portal choosemybike.in is neither an e-commerce nor a vehicle rating one. It just seeks to provide accurate actionable information on two-wheelers. "We are not going to claim Number One or top position in terms of traffic, but will position our portal as an accurate and unbiased one for two-wheeler information," said I K Rohit, CEO and Managing Director, CMB Portalogic Solutions, which has got angel funding from three HNIs (High Networth Individuals).... Readmore

INDUSTRY OVERVIEW

  • Infographics_Q3_2014

    12/31/2014

    Trend analysis of the two wheeler segment... Readmore

REPORTS

Want to know the evolving trends in the Market?

Core Team

Mr.R.L.RAVICHANDRAN

Chairman of Mind in Motion

RLR is a prominent figure in the Automotive industry, having worked with several big brands like TVS, Bajaj and Royal Enfield.
His journey in the two wheeler industry began in 1990 when he joined TVS Suzuki as their Head of Sales & Marketing for 2-Wheelers. He has worked with M/s B... Readmore

ROHIT KUTTAPPA

Managing Director & CEO

Rohit Kuttappa is the Managing Director and CEO of the company. With a Masters in Economics and an MBA in Marketing. He is a serial entrepreneur who has co-founded 2 other companies in the Sports marketing and online information space. He manages a young team of dynamic professional who have all t... Readmore
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Contact

Mind in Motion is a Consumer Intelligence firm that uses digital Market research platforms and innovative methodologies, along with traditional techniques of studying market dynamics to provide useful consumer and economic insights.