Future Mobility Media recently interacted with Venkatesh BM, the CEO of VOC Automotive. With over a decade of leadership experience in the two-wheeler automotive sector, he is at the helm of driving innovation, growth, and customer-focused solutions at VOC Automotive. Here are the excerpts from the interview:
What inspired you to establish VOC Automotive, and how did your personal and professional background shape the vision for the company?
The idea for VOC Automotive was born from my passion for automobiles and my decade-long experience as an automobile engineer. During this time, I observed several inefficiencies and inconsistencies in the two-wheeler service industry. These gaps inspired me to create a service ecosystem that prioritizes customer trust, affordability, and transparency. My professional background provided the technical expertise, while my personal commitment to making vehicle servicing accessible and standardized shaped the vision for VOC Automotive as a brand that empowers customers with reliable and quality services.
What were the key gaps in the 2-wheeler service industry that VOC Automotive set out to address?
VOC Automotive was created to address several critical gaps in the two-wheeler service industry, such as inconsistent service quality, a lack of transparency in pricing, limited access to genuine spare parts, and poor post-service follow-up. Customers often found it challenging to trust local garages due to the absence of standardized procedures. Our goal was to resolve these issues by creating a system that offers uniformity in service delivery, transparent pricing, and easy access to trained technicians and genuine parts, all while prioritizing customer satisfaction.
VOC Automotive’s remarkable growth from a single outlet to 185 locations in just five years. What key strategies and decisions drove this rapid expansion?
Our growth is the result of carefully planned strategies that allow us to scale while maintaining service quality. One of the key decisions was adopting the FICOCO (Franchise Invested, Company Owned, Company Operated) model, which enabled us to rapidly expand without compromising operational control. By focusing on Tier-2 and Tier-3 cities, we tapped into underserved markets with significant demand. We also invested in technology, such as the VOC Smart Rider and Dealer apps, to streamline operations and enhance customer convenience. Additionally, building strong partnerships and providing training through the VOC Technical Academy helped establish our presence and maintain consistency across all locations.
Why did you choose a franchise-based model for expansion? What challenges did you encounter in scaling this model, and how did you overcome them?
The franchise model was a strategic choice to expand rapidly while leveraging local expertise. The FICOCO model, in particular, allowed us to maintain operational control and uphold service standards across locations. Scaling this model was not without its challenges. Ensuring that franchise partners aligned with our vision and adhered to our operational standards required significant effort. We addressed these challenges by establishing the VOC Technical Academy (VTA) to train franchise teams and provide a robust support system that includes marketing assistance, operational guidance, and centralised procurement. This approach has been instrumental in overcoming obstacles and scaling successfully.
How has the VOC Smart Rider App enhanced the customer experience, and what unique value does the VOC Smart Dealer App bring to your operations?
The VOC Smart Rider App has revolutionized the way customers interact with our services. It offers seamless booking, real-time updates, service tracking, and access to transparent pricing, greatly enhancing customer convenience and trust. On the operational side, the VOC Smart Dealer App has streamlined dealership operations by aggregating hyperlocal service requests and improving communication between dealers and customers. Together, these apps have digitized our ecosystem, enabling us to onboard more customers and dealers while delivering a superior service experience.
VOC Automotive offers distinctive warranties, such as six months for engine oil replacement and two years for major services. How did you conceptualize this model, and what has been its impact on customer trust?
We introduced extended warranties to address a significant pain point for customers—uncertainty about service quality and durability. These warranties are a testament to our confidence in the quality of our services and parts. By providing a six-month warranty for engine oil replacement and a two-year warranty for major services, we have been able to build and reinforce customer trust. The positive response from customers has validated this approach, contributing to higher retention rates and establishing VOC Automotive as a trusted brand in the two-wheeler service industry.
Can you share details about your upcoming platform for buying and selling pre-owned 2-wheelers?
Our upcoming platform for pre-owned two-wheelers is designed to address the growing demand for reliable and verified vehicles in the market. Integrated within the VOC Smart Rider App, this platform will offer customers a transparent and seamless process for buying and selling pre-owned two-wheelers. All listed vehicles will undergo rigorous quality checks, ensuring that buyers receive value-for-money purchases. The platform will also simplify documentation and offer extended support, making it a one-stop solution for pre-owned two-wheelers.
VOC Automotive has garnered strong investor confidence, securing substantial funding. What aspects of your business model and strategy have resonated most with investors?
Investors have shown confidence in VOC Automotive due to our scalable and profitable FICOCO model, which ensures rapid growth while maintaining operational efficiency. Our focus on underserved markets in Tier-2 and Tier-3 cities, combined with our emphasis on technology-driven solutions like the Smart Rider and Dealer apps, has been particularly appealing. Additionally, our ability to deliver consistent service quality, innovate with customer-centric offerings, and sustain a robust growth trajectory has resonated strongly with our investors.
As the automotive sector shifts toward electrification, how is VOC Automotive preparing to enter the EV servicing space, and what opportunities do you foresee in this vertical?
The shift toward electrification represents a significant opportunity for VOC Automotive. We are proactively preparing for this transition by collaborating with leading EV manufacturers to become their preferred service partners. Our technicians are being trained in EV-specific repairs and maintenance through the VOC Technical Academy (VTA). We also plan to expand our service offerings to include charging stations and battery management solutions. The EV servicing space is poised for growth, and we aim to be at the forefront of this transformation, catering to the evolving needs of EV owners.
What are your goals for the next five years, particularly regarding nationwide expansion and new verticals?
Over the next five years, we aim to expand our network to 300 outlets, with a focus on Tier-2 and Tier-3 cities, where demand for reliable services continues to grow. Our revenue target is Rs. 100 crores by FY-26, driven by both organic growth and the introduction of new verticals, such as our pre-owned two-wheeler platform. We also aim to onboard over one million customers through the VOC Smart Rider App and train 2,500 technicians through the VOC Technical Academy (VTA). These goals reflect our vision to revolutionize the two-wheeler service industry and become a household name across India.
