Top Story


Home >> Marketing >> Article

LML brings multiple models under Freedom umbrella in portfolio rejig

Font Size   16
LML brings multiple models under Freedom umbrella in portfolio rejig

The Singhania-promoted LML Ltd has restructured its model portfolio after the recent launch of three new models — Freedom Prima (110 cc and 125 cc) and Graptor. The company has brought four of its existing models — Adreno Energy and three Freedom variants — SP, UCF and DX under one model, Freedom DX.

“We have brought the best features of all the four models under the Freedom DX brand. This will be our base model in the Freedom series,” said LML executive director (sales) GS Maheshwari.

The DX is priced around the Rs 40,050 mark. The 110 cc Prima is priced at Rs 40,987. The 125 cc variants are priced at Rs 42,591 (4-gears with Drum Brakes) and Rs 44,820 (5-geras with disc brakes). The Graptor is priced at Rs 48,123.

LML, which tasted initial success in the motorcycle segment with Freedom, consequently saw itself suffering from a single brand fatigue. The company was also suffering from a capacity constraint when the demand for Freedom had peaked. Freedom sales peaked around September last year when it did around 22,000 units.

Mr Maheshwari added that the company was in the process of hiking capacity from 18,000 units per month to 25,000 units. This would be completed by September this year, he added.

While the Graptor will have to fight it out with the premium segment leader Bajaj Pulsar, the Freedom Prima 125 cc will have to take on the Victor’s 125 cc avatar, the Bajaj Wind 125 as also Hero Honda’s Ambition. The 110 cc Freedom will have to fight it out with Hero Honda’s best-selling Splendor and Passion models.

The last three months have not been very good for LML with motorcycle sales varying between 11,000-14,000 per month on an average.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

SEBI (Securities and Exchange Board of India,) imposed the fine for delayed disclosures under the Listing Agreement and the Insider Trading Regulations

Under BN Kumar’s leadership, PRCI held several successful global conclaves, brought out highly professional house journals and conducted international award winning social communication campaigns

At the 10th Pitch CMO Summit, marketers discussed the challenges of interfacing with the digitally empowered consumer.