Bajaj Auto plans two new brands and three products in FY27 portfolio reset
Bajaj Auto will add two brands and three products in FY27 as it refreshes its motorcycle portfolio to arrest a decline in Indian retail share. The move follows 13% growth in H1 CY26 registrations, though its retail share fell to about 10.6%.
What happened
Bajaj Auto plans two new brands and three products in FY27 as it refreshes Pulsar motorcycles to regain Indian market share. Despite 13% registration growth,
Key facts
- 2 new brands planned in FY27
- 3 additional products planned in FY27
- 12 launches completed so far
- Pulsar franchise generated over ₹11,000 crore domestic revenue in FY26
- ₹58,732 crore Bajaj Auto standalone revenue in FY26
- 11.8 lakh two-wheeler registrations in H1 CY26, up about 13%
- Market registrations of about 1.11 crore, up nearly 19% in H1 CY26
- Retail share fell to about 10.6% from 11.2%
- Q1 FY27 retail share declined to about 10.4% from 10.9%
- Motorcycle-only share fell to 15.6% in FY26 from 18.2% two years earlier
- Pulsar 125 price starts at ₹92,900
- Pulsar 150 price starts at ₹1,15,233
- Commodity-cost increase equalled about 4.5% of revenue in Q1 FY27
- EBITDA margin rose to 20.9% from 19.8%
Why this matters
Bajaj Auto’s decision to create two new brands points to a segmentation-led expansion strategy and may open partnership, technology, and distribution opportunities around targeted motorcycle niches.
What to watch
- Monthly VAHAN registrations and Bajaj Auto's motorcycle retail share relative to the roughly 10.6% reported level.
- Disclosure of the new brand names, product categories, engine sizes, price bands and launch calendar.
- Dealer order volumes, booking trends and pre-launch inventory movements.
- Competitive launches or price actions by Hero MotoCorp, TVS Motor, Honda Motorcycle & Scooter India and Royal Enfield.
- Retail discounts, financing schemes and dealer inventory days after each launch.
- Gross-margin commentary, advertising spend and working-capital impact during FY27.
- Define the two new brands around distinct price points, use cases or powertrain segments to limit overlap with Pulsar, KTM, Triumph and Chetak.
- Use FY27 launches to fill whitespace in premium commuter, sporty entry motorcycle and fast-growing aspirational segments where retail share is vulnerable.
- Increase dealer-level launch readiness through demonstrators, technician training, parts availability and targeted financing offers.
- Pair product introductions with localized retail campaigns in states where Bajaj's registration share has weakened most.
- Rationalize slower-selling legacy variants if new products create internal cannibalization or dealer inventory buildup.