KATHMANDU: The general mass have been suffering from the increasing hours of load shedding — stretching to maximum of 14 hours a day. Hence, the Nepali market is witnessing the growing popularity of different brands of generators. Lighting the way and blazing a path in the Nepali market are Yamaha generators.
Introduced by the engineering division of Morang Auto Works (MAW) in 2005, Yamaha Corporation is a multinational company of Japan. It was earlier known as Nippon Gakki Company Ltd and was established in October 1887 by Torakusu Yamaha. The company initially manufactured
pianos and reed organs. Since 1958, it started manufacturing street bikes. Today its products also include watercraft, street bikes, dirt bikes, snowmobiles, pianos, and guitars.
After garnering massive success in the world of motors, the company decided to branch out and extend their market reach with generators. In 1973, Yamaha started manufacturing generators and the EF2000iS is their latest model that was launched in 2009. Yamaha
generators are available in 80 different countries today.
Illuminating on the reason for choosing the dealership of Yamaha, Sashim Lama, marketing manager of the engineering division of MAW says, “Yamaha is the leading international brand in technology, which does not compromise on quality, durability, and reliability.” He further informs that Yamaha manufactures the world’s best portable generators, which offer exclusive features like Yamaha Boost Technology that adds additional power to generators.
While the division initially took authorised dealership of Yamaha bikes, they also launched generators of the same brand in the Nepali market as an extension of their business and to cater to the growing demand. “The initial response was not very
encouraging because of the small market size and fewer hours of load shedding. However, the number of sales has steadily increased over the years and now we hold 35 per cent of the total market share in the country with sales up to 600 Yamaha generators annually.”
About the product he adds, “Generating quality output along with noiseless operation — it is the quietest and the lightest in the generator industry — are some of its most prominent features. Its other salient features include 100 per cent Japanese engine that consumes low fuel and can run continuously up to 24 hours without interruption.”
Lama claims, “The generators are easy to use and appeal to different types of customers from household purposes to industrial use. Currently there are 11 different models available in different ranges.
In Nepal the 2kVA and 5kVA are most preferred and opted for. The price of the generators ranges from Rs 51,000 to Rs 100,000.
While Honda generators are the biggest competitors for Yamaha in Nepal, Lama asserts, “Our brand is at the forefront in terms of innovation and keeps improving on products.” While other dealers only provide one-time after sales service free of charge, the consumers of Yamaha generators can avail this facility for up to three times, which is its unique selling point.
Enlightening on the marketing strategy, Lama explains, “Since it is a multinational brand and has already established its brand name, we mostly rely on direct market-ing but also do occasionally advertise in the print media.” The sales team also periodically organise road shows in the form of service and sales campaign in different places and interact with customers face-to-face to help boost the sales.
Yamaha has its exclusive showroom in Teku. However, the Yamaha generators have overall 22 dealers within the country. The Yamaha generators dealers are located in Chabahil, Kantipath, Kuleshwor, Banepa, Kumaripati, Banepa, Bhaktapur, Narayanghat, Pokhara, Butwal,
Bhairawa, Dang, Dhangadi, Nepalgunj, and Mahendranagar. While only available in blue colour in Nepal, the Yamaha generators offer two-year warranty.
History of Yamaha
1950 – Yamaha became the major producer of electronics, semi-conductor, and other related computer products, audio products, sporting goods, home appliances, specialty metals, machine tools, and industrial robots.
1955 – Yamaha Motor Company Ltd was established.
1973 – The first generator model ET1200 was introduced.
1980 – Yamaha Corporation became widely known for its music-teaching programme.
1987 – On its 100th anniversary, the name was changed to the Yamaha Corporation.
2002 – Yamaha closed down its archery product business, which started in 1959. In five different Olympic Games, six archers won gold medals using their products.
2007 – Yamaha YPG-625, piano of Yamaha Corporation, was given the award ‘Keyboard of the Year’ and ‘Product of the Year’ from The Music & Sound Retailer Magazine.
2009 – Yamaha generator’s latest model EF2000iS was introduced.
Principal subsidiaries
Yamaha Company Ltd
Yamaha Plans Company Ltd
Yamaha Hall Company Ltd
Yamaha Kyohan Company Ltd
Yamaha Livingtec Corporation
Yamaha Motor Company Ltd
Yamaha Recreation Company Ltd
Yamaha Europe (Germany)
Yamaha Music (Asia)
Pte Ltd (Singapore)
Yamaha Corporation of
America (USA)
Yamaha Electronics Corp (USA)
Yamaha Electronik
Europe (Germany)
