TVS Racing is India’s first factory racing team and was established by TVS motor company in 1987 with the objective of improving the performance of its motorcycles. Over the years it has provided valuable data, design inputs, development of reliable motorcycle models, excellent vehicle dynamics and handling. We have redesigned their existing website to power up digital transformation for the brand.

  • Industry


  • Platform



  • Services

    User Research

    UX UI Design


Showcase TVS Racing’s history and commitment to building better bikes
Provide a digital platform to showcase their partnership and onboard more investors
for the fans
Build a platform for racing fans to engage with the brand, the racing teams, and the racers.

Meeting multiple objectives along the central theme of racing royalty

We built a platform that catered to different objectives for a wide array of users. By creating a clear informational pathway that tackled TVS’ history, its racing programmes and investors, we showcased how all of this comes together to build its road-ready Apache RTR series of bikes. Linear yet divergent page setups, and discoverability elements ensured maximum visibility of content.

How did we help different user segments feel at home on this platform?

Outcomes Simplified Information Architecture

The IA was built to ensure maximum visibility of different verticals for different user groups. Racing formats, training programmes, and “for the fans” section ensured that both investors and fans could see the full spectrum of TVS’ offerings. The homepage layout also mirrored this ideology with snapshots of all sections.

Outcomes Visually dynamic stylescape

The visual design we created gave a sense of movement and dynamism, through abstract shapes. The colours and imageries used represented the brand and were a reflection of the TVS’ commitment to racing and motorcycling.

The impact



increase in fan engagement in motor races


increase in partnerships
Page time


increase in time spent per page


Onething’s understanding of customer experience at various touch points makes it easier for a large scale brand like TVS to envision them as a long term design partner.

Saurabh Khullar Head CX, Digital & AI , TVS Motor Company

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