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TVS & Sons launches My TVS brand

Our Bureau

Chennai , Oct. 14

TV Sundram Iyengar & Sons Ltd on Tuesday launched My TVS, the brand under which it is integrating its three motoring service initiatives. The initiatives — multi-brand service facilities, pre-owned car business, and roadside emergency assistance services — were earlier under individual brands.

The decision to have a single brand comes after feedback indicated that customers viewed the three services to be inter-related, company officials told a press conference here.

The services will be available in Tamil Nadu, Kerala and Karnataka, and TVS & Sons hopes to expand it to the other States in a phased manner.

Mr R. Dinesh, Executive Director, TV Sundram Iyengar & Sons, said that the company would go in for institutional and corporate tie-ups to drive these services. The company said Sundaram Finance, a TVS group company, and Royal Sundaram Alliance Insurance Company Ltd, a joint venture floated by Sundaram Finance, had bought 5,000 cards and 1,000 cards, respectively, of the My TVS 24x7 Emergency Services. My TVS All Car Service had bagged a contract from Air-India for servicing their vehicles.

Saatchi & Saatchi helped TVS formulate the brand identity. TVS would spend close to Rs 3 crore on advertising the brand initially, and as it expanded the coverage, the ad spend would increase, Mr Dinesh said. He said that TVS would also launch other such motoring related service initiatives under the My TVS brand.

Earlier, the multi-brand car service facility, run by franchisees, was called TVS Xpress, the pre-owned car business as TVS Value, and the roadside emergency assistance service as TVS Care.

The My TVS 24x7 Emergency Services has 103 authorised service providers, one every 50 km in Tamil Nadu in a grid pattern. These service providers, trained by the company, are equipped to handle all minor emergencies. TVS has set up a call centre and those enrolling as members — there are three types of membership — will get some free services.

The My TVS All Car Service has 42 franchisee outlets in Tamil Nadu, Kerala and Karnataka and this number will go up to about 75 by March 2004. In 2002-03, this business serviced about 30,600 cars and earned labour revenue of Rs 2.60 crore, according to Mr R. Srivatchan, Vice-President - Customer Centric Businesses, TVS & Sons.

Mr Dinesh said that TVS hoped to increase the pre-owned car business, My TVS Quality Used Cars, to about 5,000 cars a year. At present, the three businesses together contribute Rs 22 crore to TVS & Sons turnover of about Rs 1,800 crore.

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