Shalimar Trading Company Limited continues to consolidate its position as a leading player in Sierra Leone’s transportation sector, amid rising demand for TVS motorcycles which have become a common sight on major roads and community routes nationwide. From the busy streets of Freetown to remote rural corridors where mobility remains essential for trade and productivity, TVS motorcycles are increasingly viewed as a dependable solution for daily movement and income generation.
Industry observers say the growing popularity of TVS motorcycles reflects both consumer confidence in the brand’s durability and Shalimar Trading’s consistent effort to make quality two- and three-wheel transportation accessible to riders across the country. The company’s partnership with TVS Motor Company, India’s third-largest motorcycle manufacturer, has strengthened that momentum, ensuring that Sierra Leonean customers benefit from a wide range of models supported by an organized distribution and maintenance structure.
As the sole authorized distributor of TVS motorcycles, scooters, mopeds and three-wheelers in Sierra Leone, Shalimar Trading has positioned itself at the centre of a market driven by the increasing need for affordable and reliable transport. With commercial riding and delivery services expanding rapidly, many operators have shifted toward motorcycles recognized for strong fuel efficiency, manageable maintenance costs and resilience under challenging road conditions.
Among the models dominating the commercial transport space is the TVS Star HLX series, offered in variants such as the 100ES, 100KS, 125cc and 150cc models. Riders have widely embraced the Star HLX due to its rugged design and reputation for enduring rough terrain and heavy usage. Its visibility across highways, urban streets and inter-community routes has made it one of the most recognized motorcycles in Sierra Leone’s transport ecosystem.
For smaller businesses and household users seeking cost-effective mobility, the TVS XL 100 moped is also gaining traction. Known for its fuel-saving performance and practical structure, the XL 100 has proven useful for short and medium-distance travel, as well as everyday commercial duties such as transporting supplies within market areas. Its design, including a spacious footrest and solid build, has made it particularly attractive to petty traders and informal sector operators who depend on consistent movement throughout the day.
In the category of riders looking for a combination of performance and comfort, demand is steadily rising for the TVS Victor motorcycle. Many users describe the Victor as a balanced machine with a strong blend of efficiency, stability and style, reflecting a growing consumer shift toward motorcycles that can deliver both dependable work performance and a modern appearance.
Within major urban centres where traffic congestion often slows movement, the TVS Jupiter scooter has emerged as a preferred option for commuters who prioritize comfort and easy navigation. Riders say its smooth handling, user-friendly design and stable seating make it suitable for daily city commuting, especially for those who want a more relaxed riding experience through narrow roads and crowded streets.
Younger riders and emerging motorcycle owners are also contributing to TVS market growth through increased interest in models such as the TVS NEO XR and the TVS ZT 125. These models are gaining recognition for their modern design, versatility and economical performance, making them appealing to customers who want motorcycles that deliver both style and practicality.
For riders attracted to high-performance machines with enhanced speed and control, TVS Apache variants including the TVS Apache RTR 200 are steadily building a strong following. Built with advanced engineering and responsive handling, the Apache line continues to attract riders who value fast acceleration, road grip and a bold riding experience.
In the multi-passenger segment, the TVS King Deluxe three-wheeler is also playing an increasing role in Sierra Leone’s shared transport system. Capable of carrying up to four passengers comfortably, the King Deluxe is being embraced by both commercial operators and families who rely on compact public transport for daily mobility and community travel.
Shalimar Trading’s expanding influence in the transport industry, stakeholders say, is not only linked to product variety but also to the company’s after-sales service delivery. The company provides customers with access to genuine spare parts and professional maintenance support through multiple service points in Freetown, including Lumley, Bai Bureh Road and Siaka Stevens Street. Riders say the availability of servicing options adds to customer confidence and supports long-term value for money.
Beyond TVS, Shalimar Trading also serves as a distributor for other internationally recognized automotive brands such as Suzuki, Sonalika International, Isuzu, CFMOTO and Leyland, strengthening its footprint in the wider automotive and industrial supply space. The company’s growing operations, including expansion into Liberia, are also seen as contributing to regional mobility development, job creation and broader economic activity.
As motorcycles and compact vehicles remain central to Sierra Leone’s transport and business landscape, Shalimar Trading and its partnership with TVS Motor Company continue to play a key role in shaping affordable mobility, providing machines designed to meet the realities of the road and the everyday demands of citizens.
