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Hero Pleasure
Scooters, as a category for women in India, has a few interesting observations from the viewpoint of consumer behaviour. Kinetic Honda was perhaps the first gearless scooter that was aimed at women during the mid-1980s (DNA India, 2019). There were a few advertisements of the company that featured women associated with Kinetic Honda (Old India Ads, n.d.). The brand quickly changed the ads realizing that it was perhaps ahead of its time in terms of connecting the two-wheeler with women.
Over a period of three decades, women have found that gearless scooters are indeed a unique form of transformation in terms of convenience and mobility (Gopalan, 2019). This was also a period when women in the workforce had gained a lot of ground. ...
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