Yamaha’s decisive move of entering the Indian scooter segment with a female focused product, namely the Ray (Read : Yamaha Ray First Ride) has right from the outset enveloped its very existence with initiatives that are bound to lure the fairer sex into purchasing this product.
Among the slew of marketing gimmicks that Yamaha has planned around the Ray, there is one initiative in particular that seeks to provide a genuine window of opportunity to ambitious women in the country i.e. the bike maker’s decision to run its new assembly line for the production of the Ray by women employees. The company recently hired around 200 women to run its assembly line for the new Yamaha Ray scooters at the Surajpur plant in UP.
Through this initiative, Yamaha is not just creating employment for these young recruits but is also providing them classroom as well as on-the-job training. These girls will undergo an apprenticeship programme approved by the state government, which will last for 3 years.
They will also be appearing for an examination by the Industrial Training Institute (ITI) by the end of each year and after completion of their term these girls will be receiving an ITI certification approved by the UP government.
Commenting on the occasion, Mr. Roy Kurian, National Business Head, India Yamaha Motor, said, “This is the first time in Yamaha’s history, not only in India but also worldwide, that the company has started an assembly line which is run exclusively by women. Being the pioneers in this movement, Yamaha certainly hopes to see this initiative being replicated across the industry.”
Like it had announced at the time of the Ray’s official launch earlier this year, the company has also developed a riding training program known as the Yamaha Female Riding Training program which will be implemented across India very soon.
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