Yamaha Ray: For women, made by women
New Delhi: Japanese two-wheeler major Yamaha wants women in India not only to ride its scooter 'Ray', but also play a role in production and hence has hired 200 women at its shop floor to assemble the product.
The company's Indian subsidiary, India Yamaha Motor said the assembly line for scooters at its Surajpur plant in Uttar Pradesh will be operated by the women.
"As a first of its kind initiative in India, Yamaha has started a new assembly line for scooters which is run entirely by women employees. This is the first time in India that a company has developed scooters for women assembled by women," India Yamaha Motor (IYM) claimed in a statement.
The company has hired 200 women for the assembly line for scooters at the Surajpur plant, it added.
Commenting on the development, IYM National Business Head Roy Kurian said: "This is the first time in Yamaha's history, not only in India but also worldwide, that the company has started an assembly line, which is run exclusively by women.
Being the pioneer in this movement, Yamaha hopes to see this initiative being replicated across the industry, he added.
"Through this initiative, Yamaha is not just creating employment for these young recruits but is also providing them classroom as well as on-the-job training," the company said.
Priced at Rs 46,000 (ex-showroom, Delhi), the new scooter 'Ray' is targetted at young urban women.
Besides, the company has also developed a riding training programme for its female customers.
"The riding training programme known as the Yamaha Female Riding Training programme will be implemented across India very soon. This move is very much in line with the company's plans to target young urban women with its recently launched scooter Ray," the statement said.
With the launch of Ray last month, the company had entered into the Indian scooter segment.
IYM aims to sell a total of 10 lakh two-wheelers by 2014 and subsequently touch 28 lakh by 2018. The company at present sells around 4 lakh units and is expecting to sell to 6.5 lakh units by next year.
The company's proposed Chennai manufacturing plant will be operational by 2014 and total production capacity will touch 28 lakh by 2018.