A Study of Marketing Strategies and Brand Positioning of Vega Auto Accessories Limited in the Indian Automotive Accessories Market

Abstract

Vega Auto Accessories Limited, a four-decade-old organized-sector helmet manufacturer headquartered in Belgaum 
with a production unit at Rudrapur, Uttarakhand, competes against Studds and Steelbird in India's rapidly formalizing 
two-wheeler safety-gear market. This study examines the company's marketing strategies and brand-positioning 
choices against a backdrop of stricter Motor Vehicles Act enforcement and rising Bureau of Indian Standards 
certification scrutiny. Two objectives guided the research: assessing Vega's offline-and-digital marketing mix, and 
evaluating its competitive standing against organized-sector rivals. Two hypotheses proposed that Vega's offline 
orientation limits digital visibility, and that structured digital marketing is positively associated with brand-awareness 
potential. Using a descriptive, secondary-data case-study design, company records, market-research reports, and 
government safety data were compiled across six result tables, including a hypothesis-evaluation summary. Findings 
show Vega retains strong dealer-based trust and safety credibility but trails competitors in digital execution. Both 
hypotheses found supporting evidence the first strongly, the second directionally. The study concludes that converting 
Vega's legacy positioning into stronger online visibility, without weakening its dealer network, is its most pressing 
strategic priority.