Italian motorcycle maker Ducati sees India evolving well beyond a motorcycle-only opportunity and emerging as one of its most important lifestyle markets, as the country’s young, premium-leaning consumers shift from commuter bikes to performance-driven machines and identity-driven accessories, two senior executives of the Italian company told Moneycontrol.

“India is a market in which the Ducati brand can be deployed in different ways. The centre of our world remains motorcycles, but to get into this world there are many entry doors. Even if it's a riding experience … it’s a t-shirt, it’s a cap, it’s a watch," said Alessandro Cicognani, Licensing and sponsorship revenue director, Ducati Motor Holding.

Ducati's lifestyle business offers an extensive range of apparel, accessories, and brand

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