An additional compelling entry-level motorycle model can help HMSI increase its competition with Hero MotorCorp, along with a series of new models lined up across various scooter and mid-size motorcycle categories.
20 Jul 2025 | 320 Views | By Kiran Murali & Yukta Mudgal
Trailing Hero MotoCorp by just 73,664 units in the domestic market during the April-June quarter, Honda Motorcycle and Scooter India (HMSI) is exploring more alternatives in the entry segment to further challenge the Splendor head-on.
Building on the foothold established by Shine in the 100cc segment, the Japanese automaker ...
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Trailing Hero MotoCorp by just 73,664 units in the domestic market during the April-June quarter, Honda Motorcycle and Scooter India (HMSI) is exploring more alternatives in the entry segment to further challenge the Splendor head-on.
Building on the foothold established by Shine in the 100cc segment, the Japanese automaker is now exploring further expanding its entry-level motorcycle portfolio, according to HMSI’s Director for Sales and Marketing Yogesh Mathur.
HMSI currently has only one 100cc model – Shine 100. The company is evaluating new product opportunities to address a wider customer base amid with growing interest in sub-segments within this category.
Despite a declining trend in the demand for entry-level motorcycles (100-110cc), the segment accounted for over 46% of motorcycle volume and 29% of the total two-wheeler sales in the financial year 2025.
With a 78% share of the segment, the Splendor maker's dominance remains unchallenged in this segment. Additional compelling products in this segment will help HMSI increase its competition with Hero MotorCorp, along with a series of new models lined up across various scooter and mid-size motorcycle categories.
“The Shine 100 actually caters to a particular class of consumers who is purely looking for a practical, economical, reliable and affordable bike,” Mathur said. “Shine 100 customers are very happy — the mileage is excellent, pricing is as per expectation, and quality is fantastic.”
However, he noted that the 100cc category has been divided into two main customer types: one group seeking motorcycles primarily for their low cost and basic utility, while the other, though still mindful of price, also seeks out vehicles with better features and design.
“There is another set of customers in the entry level segment who has some money — not so high — but still would like to have more features and gadgets available in the product…We are evaluating catering to that segment as well, because it is also growing,” Mathru told Autocar Professional.
Currently, the Shine 100 competes more with models like the Bajaj Auto’s Platina and Hero MotoCorp’s HF Deluxe, but Honda appears to be eyeing the more aspirational buyers in the segment, where the Hero Splendor dominates.
"That segment is also interesting to enter," Mathur said, hinting at the possibility of an additional model to complement the Shine 100 and cater to this evolving customer need. “We will continue to look at the ways through which we can further strengthen this 100cc portfolio.”
Earlier this year, Autocar Professional had exclusively reported that HMSI is working on a retro-styled commuter motorcycle, likely to be the MC100 Classic or the Shine 100 Classic, which is expected to be launched this year.
HMSI currently holds about 6% share in the entry-level motorcycle category. Expanding the portfolio could help the company challenge market leader Hero MotoCorp more aggressively and address white spaces in under-penetrated rural zones.
Even as the segment’s market share has steadily fallen due to disproportionate price increases and many entry-level customers opting directly for 125cc bikes, HMSI remains confident that the 100cc motorcycle segment will continue to hold a "commanding" position in the two-wheeler market.
To reduce the gap with India's largest two-wheeler maker, Hero MotoCorp, and ultimately achieve the top position, the automaker must significantly boost volumes in the entry-level motorcycle segment, which consistently attracts a large influx of new buyers.
HMSI’s strength lies in the fast-growing 125cc and scooter segments, where the automaker has been dominating for over a decade, with models like Activa and Shine 125. The competitive landscape between HMSI and Hero MotoCorp has notably intensified over the past 24 months.
Hero MotoCorp's once-dominant market share has been consistently declining in recent financial years, slipping from 37.04% in FY21 to 28.61% in FY25. Concurrently, Honda has steadily gained ground, boosting its share from 25.58% to 27.17%, significantly narrowing the competitive gap.
With inputs from Ketan Thakkar
READ MORE: Hero vs Honda: Inside the Race for India's Two-Wheeler Crown