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Ryce woos boda bodas with free accident cover to grow sales

Boda boda operators in Kisii town: the motor dealer says a purchase of a motorbike is rewarded with a free personal accident insurance cover. PHOTO | FILE
Boda boda operators in Kisii town: the motor dealer says a purchase of a motorbike is rewarded with a free personal accident insurance cover. PHOTO | FILE 

Indian motorcycle manufacturer Hero MotoCorp and its Kenyan partner Ryce East Africa have launched free personal accident cover for riders with every motorbike purchase, in incentive marketing designed to increase sales and market share in a rapidly evolving market.

“Bodabodas are increasingly becoming the most favoured and used means of transport in both urban and rural areas in Kenya, while employing tens of thousands and contributing up to Sh400 million to the economy on a daily basis.

This new product is designed to protect riders from financial losses arising from accidents,” said Mr V.N Srinivas, the Ryce East Africa managing director.

This kind of incentive marketing could see the companies increase their customer acquisition as consumers are more likely to refer others to a product when they are offered an extra incentive.