AARI streamlines portfolio and dealer network for Keeway and Zontes in India

Between 2022 and 2023, Adishwar Auto Ride India (AARI) Pvt. Ltd. launched sixteen new models under Chinese brands such as Keeway, Moto Morini, and Zontes. These brands were new to the Indian market at the time. Since then, AARI has significantly reduced its product range, especially for Keeway, which now offers only four models, down from eight.

Key Highlights

• AARI reduced Keeway models from eight to four in India.
• Sales of Zontes bikes scaled back, but aftersales support continues.
• The Keeway V302C remains popular despite the Rs 4.49 lakh price.
• AARI operates 37 dealerships nationwide after consolidation.
• Short store formats planned for tier-2 and tier-3 towns.

AARI has also scaled back sales of Zontes motorcycles in India. However, the company assures that after-sales and service support for existing customers will continue without disruption. Vikas Jhabakh, Managing Director of AARI, explained that the company had expanded rapidly in a short period. He acknowledged that this quick expansion led to a reassessment of their strategy.

Focus on Core Models

Jhabakh stated that AARI has become selective about new product launches. The company now only introduces models that fit their criteria for price and product relevance. If a model does not meet these standards, AARI is comfortable declining it. The current focus is on retaining models that have established a clear business case in the Indian market.

The Keeway V302C serves as an example of this approach. Despite its high price of Rs 4.49 lakh (ex-showroom, India), the 300cc cruiser with a V-Twin engine has found a niche among a small group of buyers. According to Jhabakh, this model continues to generate repeat sales within its segment, and AARI aims to target such specific niches.

Dealer Network Consolidation

AARI is also working to strengthen its dealer network. The company believes that a robust dealer presence benefits customers by ensuring proximity to both products and service centers. As part of its consolidation efforts, AARI now operates with 37 dealers across India. This move aims to support both business continuity and long-term dealer relationships.

In addition to consolidating its existing network, AARI is exploring new dealer formats for smaller towns. The company plans to introduce short store formats in tier-2 and tier-3 towns. These stores will focus on products priced under Rs 2.50 lakh. The goal is to improve accessibility for customers in these areas, so they do not need to travel to larger cities for sales or service.

These changes reflect AARI's strategy to streamline operations, focus on successful models, and enhance dealer and customer support. The company continues to adapt its approach to meet the evolving demands of the Indian two-wheeler market.

CarBike 360 Says

AARI’s strategic overhaul signals a more focused and sustainable approach for Keeway and Zontes in India. By refining the product portfolio and strengthening the dealer ecosystem, the company aims to improve customer satisfaction and operational efficiency. This move is expected to enhance brand positioning while laying a stronger foundation for future growth in the competitive two-wheeler market.