TVS Motors is aiming for a bigger share of the premium bike segment with the launch of its Apache RTR 310.

The premium bike segment has been growing at 10-15 per cent and comprises 16 per cent of the motorcycle market.

Launching the Apache RTR 310 in the city last week, Vimal Sumbly, head of the premium business of TVS, said: "With the rapid growth of infrastructure, easy access to finance and increasing affordability among the customers, the premium bike segment is witnessing growth.

"We want to cash in on this growth with our offerings like the RTR 310 that is priced at Rs 2.42 lakh which is a pretty accessible price for a bike in this segment."

"Till now we have sold 50 lakh Apaches cumulatively. The company launched the Apache brand in 2005. While the first 10 lakhs came in seven to eight years, the rest sold quickly," said Sumbly.

The company also launched the Apache RTR e concept in October.

The Apache also has an overseas market and the company aims to export one million units annually.

The company also offers personalisation of bikes making custom-built models for its customers.

"We are focussing a lot on custom-built bikes to give customers the preferences they want in their bikes."

TVS Apache RTR 310 will be offered on the TVS Built To/ Order platform with two customisation kits: Dynamic kit, Dynamic pro kit and a Sepang Blue Race Graphic option.

"It's not just the bike, we are promoting the entire merchandise and the riding culture that comes with it. TVS Motor is aiming to offer premium bikes, sell merchandise, offer various add-ons and customisations, and roll out community programmes," said Sumbly.