32
Honda
The history of two wheelers in India is an interesting one. The category of motorcycles was in fact diffused during the early 1970s after popular Hindi movies started projecting motorcycles as a symbol of youth and romance (Dutt, 2015). The two early brands of motorcycles, namely JAWA and YEZDI, were extremely popular motorcycles among the urban youth.
During the 1980s, these bikes continued their popularity until Honda (which was called Hero Honda) launched its bike CD100 (Rishika, 2013; see Honda video references). The CD100 model from Hero Honda was highly economical, providing almost twice the mileage of any other bike in the market at that time. Yamaha was another bike from a Japanese collaboration, which was available in the market ...
Get Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
