India’s two-wheeler market is seeing a shift towards premium and super-premium motorcycles with more powerful engines, more features, styling, and higher price point growing at more than 22%, a senior TVS Motor Company official said on Thursday (September 17, 2026).

The official, — Head, Business, Premium, TVS Motor Company — was speaking at the launch of TVS Motor Company’s festive-season upgrades across its Apache RTR range, including new safety, connectivity and rider-control features on the RTR 160, RTR 160 4V and RTR 200 4V, as well as updates to the Apache 310 series and TVS Ronin, Vimal Sumbly.

Premium and super-premium two-wheelers account for around 17% of the overall two-wheeler market, they said. However, their contribution is significantly higher when the market is viewed specifically through motorcycles.

“Within motorcycle, 27% of the business or the industry is towards premium and super premium. That’s 150 cc plus,” the official said.

The company said the segment has maintained a high double-digit growth trajectory over the past two to two-and-a-half years, underscoring the shift in consumer preferences.

While premiumisation is being witnessed across consumer categories —from mobile phones and apparel to food and automobiles— it is also becoming increasingly pronounced in the two-wheeler market.

“And hence it’s so important for us to keep on capitalising on this investment that we keep on working on, to build up our portion of customer centricity, our customer obsession, and bringing in technology and disruption with a lot of speed and agility,” said Gaurav Gupta, President India 2 Wheeler Business, TVS.

On the electrification front, TVS Motor Company has seen a sharp increase in the contribution of electric vehicles, with EVs accounting for 10% of its sales last month, compared with 6.7% on a year-to-date basis last year.

The company attributed the increase to a strengthening EV ecosystem as well as growing consumer interest in electric mobility amid the West Asia crisis and its potential impact on fuel prices.