What is different, however, is the way the Pleasure is being marketed. Hero Honda has gone in for a high-decibel print and television campaign for Pleasure, conceived by FCB Ulka. The colourful images all show happy, empowered women vrooming away on the Pleasure to the theme of “Why should guys have all the fun?�

What is the most radical step by the company, however, are the 22 Just4her stores across 20 cities, designed and customised just for women. (Of course, the Pleasure is also showcased at the other 550 Hero Honda dealerships throughout India).

Apart from having an all-women staff — the company is now working on creating all-women teams of mechanics as well — the ambience adheres to one strict rule: appeal to women. There’s even a mirror in front of the scooter, pandering to the feminine instinct to check how every potential purchase looks — whether it’s a stole, a shopping bag, or in this case, a scooter. “The entire showroom is an effort to make women buyers feel more at ease. Even the staff is trained to be especially warm and friendly,� says Sunder.