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Firefox plans launch of premium cycles

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The company has invested Rs 8 crore in this initiative and plans to source the bicycles from the Far East. Unlike the traditional steel bicycles, these are alloy-based, both light and strong.

Our Bureau

Hyderabad, Aug 18

FIREFOX, a Noida-based company, plans to bring in the best-of-breed bicycles targeting fitness freaks. In a crowded Indian market that produces about 15 million bicycles a year, Firefox has sewn up plans to roll out an exotic range of premium bicycles for both children and adults.

These bicycles come with a hefty price tag ranging from Rs 2,700 to Rs 22,500 (compared with the average range of Rs 1,200 to Rs 3,000) and possibly more, depending on the features they come with.

Mr Shiv Inder Singh, Managing Director, said: "The young Indian is changing rapidly. He works hard, parties hard, and exercises hard. Fitness is becoming a core value not just for adults but their children too. Summer holidays are no longer sedentary walks in hill stations, but adventure camps, trekking, climbing, and other outdoor activities."

Given this backdrop, Firefox is introducing the magic of biking that combines the thrill of competitive sports with the joy of fun and family activity.

Users can make cycling a part of their daily routine, participate in cycling rallies, or even take the bike with them on a holiday, through a range of accessories.

Buyers of Firefox bicycles, designed in the UK, also automatically become membership of an exclusive biking club and interact with other users.

The company has invested Rs 8 crore in this initiative and plans to source the bicycles from the Far East. Unlike the traditional steel bicycles, these are alloy-based, both light and strong.

The company has launched the bicycles in Punjab and Pune and has announced the appointment of a dealer for Andhra Pradesh. It plans a phased roll-out across the country.

(This article was published in the Business Line print edition dated August 19, 2005)
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