TVS Motor to set up hub in Dubai for international business

In a bid to widen its global footprint, Indian two- and three-wheeler major TVS Motor Company is setting up a hub in Dubai to streamline its international business, according to a senior company official.

“We are investing in setting up a new hub in Dubai for international business because we see a huge opportunity in the Middle East, Africa and Europe,” TVS Motor Company Director and CEO KN Radhakrishnan said on Tuesday.

Radhakrishnan did not disclose specific details of the upcoming new Dubai hub.

The hub is likely to serve as a central point for various functions, potentially including regional sales and marketing, after-sales support and parts distribution for TVS Motor’s international business.

In June 2024, TVS Motor incorporated a wholly owned subsidiary - TVS Motor Company DMCC - in Dubai. The objective of the subsidiary was noted as to carry out consultancy research and studies on ways to improve business performance in the Middle East and African markets.

Expanding international presence is a major pillar that TVS Motor is betting on for its future growth. 

The management had earlier also mentioned that the company plans to capitalize on international opportunities by deepening its presence in the African, Latin American, European, Southeast Asian, and Middle Eastern markets.

Last year, TVS Motor announced its entry into Europe, starting with France and Italy. The automaker tied up with retailer Emil Frey to import and distribute two-wheelers in select European markets.

TVS Motor’s EV and ICE models, including the Jupiter 125, NTORQ, iQube S, TVS X, Ronin 250, Apache RR 310 and Apache RTR 310, are available in Europe. 

Meanwhile, TVS Motor is working on a new product lineup for its UK-based motorcycle brand Norton, which it acquired in 2020. The new set of super-premium Norton products is likely to hit the global market in 2025-26.

TVS Motor has a presence in several countries across Asia, Africa, and in Latin America regions. It has four manufacturing units, three in India and one in Indonesia, and multiple distribution centers in the overseas market. 

The automaker is leveraging its manufacturing in Indonesia to export its electric vehicles to other ASEAN markets.

Exports account for around 25% of TVS Motor's turnover in the last financial year. The expansion initiatives in Latin American, South East Asia, Middle East and European markets are likely to provide additional momentum.

The automaker invested a total of Rs 1,400 crore in the first nine months of the current financial year. Radhakrishnan noted that the investment for the whole financial year is likely to be around Rs 1,700 crore, with a significant part of it dedicated to product development.