TI Cycles of India, a Murugappa group company that makes BSA and Hercules bicycles, wants to focus on the super-premium bicycle segment to cash in on the growing demand, driven predominantly by health-conscious people.

In a bid to strengthen its brand portfolio in that segment, the company has added another brand — Ducati — to its existing range of imported high-end bicycle brands such as Bianchi, Cannondale, GT, Schwinn and Mongoose. These premium products are marketed by a separate division of the company – Track and Trail.

Ducati cycles are designed and manufactured by Europe’s leading bicycle conglomerate CyclEurope Group, and priced in the range of ₹50,000-₹1.5 lakh.

Announcing the launch of the Ducati range at a press conference here, KR Chandrasekaran, Chief Operating Officer, TI Cycles, said this would enable the company to grow the super-premium segment with ease, thereby retaining its leadership position in the country.

Currently, Track and Trail commands 40 per cent share of the roughly 23,000-unit-a-year premium bicycle market. According to him, premium cycles are the ones which are priced upwards of ₹15,000.

TI Cycles has its own entry-level premium brand Montra, “which is the fastest selling premium bicycle”.

The company sells these cycles through over 45 outlets.

In the next couple of months, it plans to bring in another multinational brand from Italy, which will sport a price tag of ₹4 lakh and above, said Chandrasekaran.

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