Marking two decades of its flagship performance brand, TVS Motor unveiled special anniversary editions on Saturday while reaffirming Apache's global journey and readiness to ride the wave of India's GST-driven demand surge.
06 Sep 2025 | 23447 Views | By Darshan Nakhwa
TVS Motor Company marked a landmark moment on Saturday as its Apache brand completed 20 years, a milestone few Indian motorcycle brands have achieved. From its debut in 2005 as a track-inspired street bike to becoming a global name with over 6.5 million riders across 80 countries, Apache today stands ...
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TVS Motor Company marked a landmark moment on Saturday as its Apache brand completed 20 years, a milestone few Indian motorcycle brands have achieved. From its debut in 2005 as a track-inspired street bike to becoming a global name with over 6.5 million riders across 80 countries, Apache today stands as a symbol of performance and racing. "It's rare to see a brand sustain momentum over two decades. Apache has evolved into a global phenomenon and proudly reflects its Indian origins," said Gaurav Gupta, President, India two-wheeler business, TVS Motor.
To celebrate 20 years of the Apache brand, the company launched special anniversary editions of its RTR and RR series, alongside upgraded 4V variants of the RTR 160 and 200. Looking ahead, TVS sees Apache entering its third decade with renewed confidence and potential entry into higher-capacity segments. The company also sees fresh tailwinds at home, with GST reforms expected to boost demand during what could be one of the most buoyant festive seasons in recent years.
Congratulations on 20 years of Apache. How significant is this milestone, and if you had to define the brand in three words, what would they be?
Gupta: This milestone is truly significant. It's rare to see a brand sustain its momentum over two decades. And it's not just about completing 20 years, but also about what Apache has achieved in that time. The brand has grown into a global phenomenon, connecting with over 6.5 million riders and establishing a presence in more than 80 countries. To sum it up, we have a global brand that proudly reflects its Indian origins. And when I think of Apache, three words come to mind: performance, passion, and racing.
As Apache enters its third decade, what is the broader vision in terms of new launches, technology, and displacement?
Gupta: Historically, Apache has pioneered several firsts in its segment from dual-channel ABS to other advanced technologies. These innovations have not only helped us engage with customers but also positioned Apache as a brand that consistently delivers "what's new" and "what's in it for me" from a customer's perspective.
Today, we offer a range from 160cc to 200cc across more than 80 countries. At TVS, customer obsession is one of our core values. We continuously study evolving needs and behaviors in a rapidly changing global consumer landscape. Whether it's premiumization, personalization, or shifting usage patterns, we adapt to stay ahead. With this approach, we won't rule out entering new segments or expanding our global footprint, and that journey will certainly continue.
With cleaner mobility solutions like electrification and CNG gaining attention, how does Apache balance its racing DNA with these emerging requirements?
Gaurav Gupta: We've always explored new technologies, new segments, and new geographies for our products, and that will continue. What drives us is the customer. If consumer needs evolve, our teams study them and work towards delivering the right solutions. We're fortunate to have close collaboration across engineering, R&D, design, and the front end, which helps us create engaging products supported by strong service.
It's difficult to single out one fuel type and say we'll only participate there. The landscape is evolving with many factors such as technology, policy, regulation, supply chain strength, and sustainability. All of these influence what we offer to customers.
We actively track customer profiles and product strategies across multiple brands, and Apache is one of the brands we are most proud to have built over 20 years. The journey ahead, we believe, will be even more exciting.
Recently, there has been a lot of talk about E20 fuel, and ethanol blending is only expected to increase in the future. Where does this leave brands like Apache in terms of performance?
Gaurav Gupta: Our current products are compatible with existing fuel offerings, including E20. We understand that migration will bring certain requirements and ground realities, but as of now, in simple terms, we are compatible with E20. In terms of performance, the implications are standard across most products in the marketplace, and that will continue.
While the Apache 160cc and 200cc models have grown strongly, the 310cc range hasn't kept pace despite premium two-wheelers gaining traction over the last few years. How will you strengthen Apache in this space?
Gaurav Gupta: The Apache family's trajectory has been very encouraging for us. Apache continues to grow within its category, which motivates us to keep investing and working on future opportunities whether that's exploring new segments, new geographies, or new formats. That journey will continue.
Vimal Sumbly: If you look at Apache, the 160cc to 200cc models mainly cater to youngsters and enthusiasts who want performance on the road. In the 310 series, we currently have two products. The RR 310 is already the number-one sports bike in its segment, and sales have been growing every month.
As a brand, we place a strong emphasis on the 300cc space and aim to own it. Together, the two products in this range have given us strong momentum. These are powerful, premium bikes, and they are our "hero products."
Even this year, from Q4 onwards, the 310cc series has shown healthy double-digit growth. At TVS, we are very retail- and Vahan-driven; we don't bill to stock but focus on catering to customer demand. Within that framework, we're seeing very strong traction. That is why we've continued to invest in this segment—if the products weren't performing, we wouldn't. The strong demand gives us confidence.
Have the recent GST reforms had any measurable impact on dealer-level inquiries for the Apache range? This is also likely to renew focus on the entry-level performance segment.
Gaurav Gupta: We are very grateful to the government for this move. It's a well-thought-out simplification and an empowerment initiative for India's middle-class customers. At TVS, we appreciate that it directly enhances buying power and makes motorcycles, scooters, and two-wheelers more accessible to consumers. This had been a long-standing demand to bring prices down, and it has been successfully addressed.
We were already looking forward to a strong festive season. Several factors pointed to this: encouraging monsoons, stable and growth-oriented macroeconomic fundamentals, and supportive repo rates enabling consumers to buy the products they desire, especially in our segment. The GST reforms have only amplified this momentum.
So, we are expecting a very active and buoyant festive season, and in fact, I anticipate the positivity extending well into the end of the year.