TVS Motor Company participates in Gujarat’s Rann Utsav for the second consecutive year, establishing motorcycling as a key element within India’s growing experiential tourism ecosystem. This initiative brought together community rides, custom motorcycles and motorsport demonstrations at the Rann of Kutch Utsav.
Over 100 riders, including participants from cities like Mumbai, Pune, Jaipur and Ahmedabad, took part in what was described as the first West Chapter ride of the TVS Apache Owners Group (AOG) and TVS Ronin CULT (Culture, Lifestyle and Travel) community.
International riders from countries including Italy and Mexico were also part of the two-day event, reflecting an effort to broaden the festival’s appeal beyond the domestic audience. The ride covered highways, rural stretches and the salt flats of the Rann, underscoring the brand’s effort to integrate destination-based ride experiences with its owned communities.
Focus on community and motorsport engagement
At the festival venue, TVS set up a “Premium Arena” showcasing its performance-oriented motorcycles and motorsport lineage. Activities included stunt demonstrations, flat-track riding experiences, freestyle Motocross showcase and adventure training sessions. A dedicated women’s flat-track championship was also held as part of the programme.
The partnership highlights how OEMs are increasingly using riding communities and motorsport engagement to create deeper lifestyle associations across their products, particularly in the premium and performance segments.
Custom Motorcycle Showcase
A notable part of the display was a series of five custom motorcycles based on the theme of the Rann of Kutch. These included modified versions of the TVS Ronin and Apache models developed in collaboration with custom builders.
The motorcycles featured visual elements inspired by the region’s salt flats, desert landscape, and local craft traditions. One of the builds included dual-purpose tire and luggage customizations intended to reflect adventure-oriented use, while the other focused on an aesthetic interpretation of the desert setting.
experiential tourism strategy
TVS Motor’s continued association with Rann Utsav is indicative of a wider industry trend where manufacturers are going beyond product showcase to create destination-linked brand experiences. By connecting motorcycle communities with culturally significant events, OEMs are attempting to create long-term engagement platforms rather than one-off promotional events.
As experiential tourism gains momentum in India, especially around curated festivals and regional showcases, partnerships between state tourism bodies and automotive brands are likely to increase – especially in regions where lifestyle status plays a key role in purchase decisions.