An Innovative company can apply new thinking faster than its competitors or surprise its customers by offering products that makes the customers first realize its need and then consume it. There are substantial evidence stating the positive impact of innovation in the automotive industry; however, corresponding research is lacking on the two-wheeler industry which is growing at a healthy pace. The main purpose of this thesis is to explore the role of innovation in a two-wheeler company and to analyse its influence in the growth of such companies.  Two research questions are addressed: What role does innovation play in the firms' product portfolio management? Does innovation lead to increased sales and market share for a company?

The thesis is based on a case study of Bajaj Auto Ltd (BAL). Starting with a focus on the theme and motives involved in marketing of its products, the study revolves around the trends of innovation in the core business and its contribution to BAL’s success. Central to this report is the innovative ways employed by BAL to maintain a balanced portfolio followed by the comparison of the BAL’s sales growth with the Indian two-wheeler industry over the years and also the increase in market share of BAL in the same period. The descriptive part of “Bajaj Auto Ltd” is based on interviews via e-mail with management staffs and employees plus revenue data of the company. In addition the analysis builds upon secondary data from various sources of references like, journals, news paper reports, internet and articles.

The results from the case company have been used together with a theoretical framework to explain the empirical patterns. From just taking a cue from the market trend to fine tuning a product’s operational efficiency, Bajaj Auto was not only able to sustain in the market but is able to compete with the leader in the two-wheeler segment in India. The world had a lot of offer and Bajaj gladly grabbed the opportunity by precisely managing innovation in all its business activities. Being intuitive and proactive in understanding the changing needs of the market has made this possible for BAL. Conclusively, the findings suggest that Innovation is proving to be a critical entity in a business firm and managing it effectively certainly favours the company in leaping ahead in times of competition.