The Hindu Business Line : Bikers on a new high

“There is increasing awareness among Indians about cycling as a sport as well as a route to fitness. People are willing to spend on the right bike.” _ A cycling enthusiast

Cycling’s stock is on the rise

Anushya Mamtora

The recent unveiling of the Rs 1-lakh car that can accommodate the entire family firmly put the focus on ‘value for money’ in these troubled times. But there seems to be space for some indulgence too, at least among cycling enthusiasts.

TI Cycles of India recently ventured into the international premium bikes segment and brought to India some high-end bikes, including the ‘Ciclocross Carbon Cross Concept’ that is priced at a whopping Rs 2 lakh. TI Cycles of India, part of the Rs 15,646-crore Murugappa Group, is renowned for its BSA and Hercules cycles.

That is not all. With new specialised stores, new tracks to spin around in at holiday destinations and the duathalon which was to be held in Bangalore on June 14, everybody who has any experience of pedalling a cycle is all alert. Pegging the grand entry of these bikes to increasing awareness in cycling as a sport, fitness activity and an environmentally-friendly ride to office, TI Cycles has struck a partnership with international bicycle manufacturers Bianchi and Cannondale to bring in some premium models to India.

The models that have made an entry into the Indian market and have seen quite a few takers include Hybrid (Camaleonte II, Aeron Sport, Spillo Quarzo and Adventure 5), Mountain (Cannondale F4, F5, F7, F9, Rush 7 and Scalpel 4) and Road (Via Nirone 7 Alu Carbon and Via Nirone 7 Alu).

T.K. Vibhakar, a passionate biker who spearheads the Chennai Bikers Club, who used to travel abroad to purchase performance bikes, is thrilled with the new developments in the sport he loves and the thought of shopping for bikes right here in India. “There is increasing awareness among Indians about cycling as a sport as well as a route to fitness. People are willing to spend on the right bike, irrespective of the price,” he says.

Vibhakar and his group of cycling enthusiasts meet up almost every weekend to ride up the ECR stretch or even indulge in mountain rides in and around the city.

Churning the numbers

While the market is wondering about the launch of these high-end models in not-so-good times, K.C. Ramamoorthy, General Manager – Retail, TI Cycles of India, is satisfied with the sales figures that have been achieved so far, and also with the regular stream of curious onlookers keen to have a feel of the high-end bikes.

Since their launch about two months ago, Ramamoorthy says they have sold about 130 cycles. While Bangalore has seen the maximum sales of 45 cycles, Delhi follows with about 40 cycles and Chennai with 35 to 40.

While it’s difficult to fathom the demand for these models thanks to congested roads and a pollution-ridden environment, TI Cycles is confident that neither money, pollution, heavy traffic nor the weather is a deterrent to passionate bikers.

In fact, Bharani, a techie by profession, makes it a point to commute to office by his bicycle and is a regular at the Chennai Bikers Club expeditions, the sultry climate notwithstanding.

Ramamoorthy says that though the market will take about three to five years to develop, the company hope to see between 1,000 and 1,200 bikes on the Indian roads by the end of this financial year

He also adds that the pricing has been consciously kept lower than that in the US and UK markets to encourage people to buy in India.

Retail revamp

Besides bringing these bikes to India, TI Cycles has also set up Track & Trail showrooms in New Delhi and Bangalore, where enthusiasts can get a well-rounded experience of purchasing some of the best international brands in cycles, spare parts and accessories, along with technical advice and expertise.

To tackle another grouse of cycling aficionados — the dearth of spare parts and accessories — TI Cycles has tied up with Shimano, a Japanese manufacturer of cycling components, for spare parts, accessories and cycling gear, which, it’s hoped, will be in place for the customers to purchase in the next two months.

Promoting the sport

TI Cycles is not only looking at promoting its bicycles but the sport also which explains its close association with the bike clubs.

Targeting Tamil Nadu as a destination to promote the sport, TI Cycles has built a cycling track in Ooty for tourists who want to hit the pedal.

Also in the process of getting a special track are weekend hotspots Yercaud and Kodaikanal.

The BSA Hercules Duathalon in Bangalore was to feature both a cycling and running race.

Apart from sports-related promotion, TI Cycles also promotes cycling among school students by awarding bikes to the toppers of 600 schools across India.

Expansion plans are on the anvil too. Apart from the two Track & Trail outlets and the BSA Go showrooms in New Delhi, Chennai, Kochi, Vijayawada, Hyderabad, Bangalore, Pune, Noida and Coimbatore, where the premium bikes would be available,

TI Cycles is also considering setting up Track & Trail showrooms in Pune, Chennai and later on, in Hyderabad too.

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