By Foday Moriba Conteh
Shalimar Trading Company Limited has strengthened its reputation as a major force in Sierra Leone’s transportation industry, as TVS motorcycles, distributed exclusively by the company, continue to dominate roads across the country. From the crowded junctions of Freetown to the dusty routes linking rural communities, TVS bikes have become a daily symbol of movement, productivity and affordable mobility for thousands of riders.
The growing presence of TVS motorcycles in Sierra Leone is largely linked to Shalimar Trading’s strategic partnership with TVS Motor Company, India’s third-largest motorcycle manufacturer widely known for its engineering strength, technological innovation and long-lasting performance. The partnership has positioned Shalimar Trading as the sole authorized distributor of TVS motorcycles, scooters, mopeds and three-wheelers in Sierra Leone, ensuring that customers have access to reliable machines built for both personal travel and commercial operations.
With transport demand rising nationwide, especially in the commercial riding sector, TVS motorcycles have increasingly become the preferred option for riders who prioritize durability, fuel economy and manageable maintenance costs. At the centre of this popularity is the powerful TVS Star HLX series, which is available in multiple variants, including the 100ES, 100KS, 125cc and 150cc models. The Star HLX has gained a strong reputation among transport operators for its rugged build and ability to withstand Sierra Leone’s challenging road conditions; qualities that have made it one of the most visible motorcycles in the country’s streets and highways.
For families, petty traders and small-scale business operators, another TVS model is steadily winning attention: the TVS XL 100 moped. Known for its solid structure and impressive fuel consumption efficiency, the XL 100 is widely regarded as a smart choice for short and medium-distance travel, as well as for light commercial duties. Its spacious footrest and practical design have also made it appealing to people who move goods and supplies daily, especially within busy market environments.
Commuters and professionals seeking a mix of comfort and long-term reliability have also found confidence in the TVS Victor motorcycle. Riders often describe it as a balanced machine; stylish enough to stand out, but strong enough to deliver dependable performance for daily work routines. Its growing demand highlights a shift in consumer preferences toward motorcycles that combine appearance with efficiency.
In urban centres where traffic congestion and tight roads demand easy navigation, the TVS Jupiter scooter has emerged as a top pick. Its smooth handling, comfortable seating and user-friendly design have made it particularly popular among city riders looking for a relaxed and stable commuting experience. As city transport continues to evolve, scooters like the Jupiter are increasingly playing a key role in helping riders move quickly and safely through heavy traffic.
Younger riders are also contributing to the rising market for TVS motorcycles, with many showing interest in models such as the TVS NEO XR and the TVS ZT 125. These motorcycles have gained appeal for their modern look, efficient performance and versatility, offering a strong choice for riders who want both style and strength in one machine.
For riders who demand speed, control and a more aggressive riding experience, TVS Apache variants, including the TVS Apache RTR 200, have become a preferred option. Designed with high-performance engineering and responsive handling, the Apache line is particularly attractive to riders who value strong acceleration and road dominance.
Meanwhile, in the segment of multi-passenger transport, the TVS King Deluxe three-wheeler is making its mark as a reliable option for families and commercial operators. With the ability to carry up to four passengers comfortably, the King Deluxe supports mobility for communities that depend heavily on shared transportation.
Shalimar Trading’s influence is not limited to vehicle supply alone. The company has also built a solid reputation for strong after-sales support, which continues to boost customer satisfaction and long-term loyalty. TVS users have access to genuine spare parts and professional servicing at multiple points in Freetown, including Lumley, Bai Bureh Road and Siaka Stevens Street; an advantage that gives riders confidence in maintenance, repairs and product durability.
In addition to TVS, Shalimar Trading also distributes other internationally respected brands such as Suzuki, Sonalika International, Isuzu, CFMOTO and Leyland, further expanding its presence in Sierra Leone’s automotive sector. With operations now reaching into Liberia, the company is also contributing to broader regional mobility development, employment opportunities and economic growth.
As Sierra Leone continues to rely heavily on motorcycles and compact vehicles for everyday movement, Shalimar Trading and TVS Motor Company remain central to shaping the future of affordable transportation; delivering machines that match the demands of the road and the needs of the people.
