New Delhi, July 13 - With television shows like MTV Roadies promoting the culture of touring on motorcycles, Yamaha India is planning to cash in on the trend and organise rallies to push sales.

'Touring as a culture is developing in India. Fazer, our latest model, is aimed at this niche concept,' said Sanjay Tripathi, head of Yamaha India's product planning and brand management.

The company now plans to launch a series of touring-related activities in the coming months, but there will not be any new product offering this year.

Yamaha recently launched its 153 cc bike Fazer, priced at Rs.72,000 in Delhi (ex-showroom).

'The bike is aimed at a niche segment: people who do not care about how many cc the bike is but about style and quality. It is aimed at those who love to travel long distances on bikes,' Tripathi told IANS.

The company, which forayed into India in 1985, has of late seen its market share getting whittled down.