Stryder, a subsidiary of Tata International Limited, on Wednesday revealed its new visual identity, a part of its branding overhaul. Currently known as TATA Stryder, the brand will henceforth be called “STRYDER”.

This is a more contemporary image that better reflects the evolution of Stryder, its products, and its customers, the company said in a statement.

“Our new brand identity is a reflection of the youth, the vibrancy, and connects our bold attitudes with consumer personality. All the models will beautifully exhibit the new brand identity and all-new product experience to its riders. Th This new avatar is much futuristic in approach, innovative and stylish, developed keeping in mind the millennial buyers, their preferences, and changing global trend,” said Rahul Gupta, Business Head, Stryder.

The brand has also launched its new range “NX-30 HD” on the World Bicycle Day, he said.

Stryder entered the manufacturing and retail space of bicycles in 2009 and is available at more than 4000 retail outlets across India with more than 3 million riders.