For years, the Auto Expo in Delhi NCR was the undisputed showcase for India’s automotive industry. But over the last few years, most Indian two-wheeler companies – especially Hero MotoCorp, Royal Enfield, and TVS Motor Company – are choosing the EICMA (Esposizione Internazionale Ciclo Motociclo e Accessori) show in Milan, Italy, as their primary platform for global debuts and product reveals. This shift highlights a change in their corporate goals – securing a footprint in the global two-wheeler market.

This year, the EICMA will open on November 4, where Royal Enfield will unveil the Bullet 650, TVS will showcase the Norton brand, and Hero will display some new two-wheelers.

The allure of Milan

A reason they are focusing on the EICMA – the world’s largest two-wheeler exhibition, attract

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