Hero MotoCorp names Anuj Dua to lead premium unit as Hero Premia tops 130 outlets
Hero MotoCorp has created a dedicated premium mobility unit led by chief business officer Anuj Dua, tasked with growing premium products, partnerships and exclusive retail formats. Its Hero Premia retail and service network now spans more than 130 outlets across India.
What happened
Hero MotoCorp created a dedicated premium mobility unit, appointing Anuj Dua as chief business officer to expand products, partnerships and exclusive retail
Key facts
- More than 130 Hero Premia retail and service outlets
- FY26
- Aug. 3
Why this matters
Hero’s premium-mobility push creates a clearer platform for partnerships, exclusive-format expansion and targeted capability acquisitions in premium products and customer experience.
What to watch
- New Hero premium motorcycle or large-displacement product launches, especially models positioned against Royal Enfield, KTM, TVS and Honda.
- Hero Premia outlet count growth, geographic spread and evidence of standalone versus shop-in-shop formats.
- Premium motorcycle segment share, realization per vehicle and dealer inventory levels.
- Announcements of lifestyle, finance, riding-community, technology or international-brand partnerships under the premium unit.
- Test-ride volumes, booking conversion, accessory attachment and service-retention disclosures from Premia stores.
- Signs of price promotions or elevated dealer incentives that would indicate weak premium demand pull.
- Standardize Hero Premia store design, premium sales training, test-ride protocols and dedicated service bays across the 130-plus network.
- Prioritize premium-product launches and variants that give Premia outlets exclusive reasons for customers to visit.
- Build city-level rider-community programs, long-distance ride events and experiential test-ride campaigns to strengthen brand aspiration.
- Deploy premium financing, exchange and ownership packages to lower the upgrade barrier for existing Hero customers.
- Use outlet-level conversion, test-ride, service retention and accessory-attachment data to rationalize expansion into high-potential micro-markets.
- Recruit or upgrade dealer partners capable of sustaining separate premium customer experience and workshop standards.