TI Cycles spans value chain with Track and Trail

R Balaji Chennai | Updated on January 19, 2018 Published on January 18, 2016

Arun Alagappan, President, TI Cycles   -  Business Line

To bring entire range of domestic, imported bicycles under one brand

TI Cycles is revamping its bicycle retail network by bringing its domestic and imported range within the Track & Trail chain. Also in the pipeline are a chain of Ciclo stores, the high-end bicycle retail and café outlets, in major cities.

There will be two formats as part of the Track & Trail chain — Track & Trail Sport, which will carry its entire range, from children’s bicycles to high-end bikes — and its present BSA Hercules stores, which will be remodelled as Track and Trail Premium stores carrying domestic brands.

Strong brands

Arun Alagappan, President, TI Cycles, a part of the Murugappa Group, says with each of its domestic and imported brands gaining significant market share, the company was keen on creating a platform that will offer buyers a touch and feel of its entire offering.

The company owns Mach City, a city terrain bike, Lady Bird and the Rodeo, all of which have emerged as strong brands. Its imported range includes the Cannondale, Bianchi, the soon-to-be-launched Ridley, Schwinn, GT and Mongoose — all significant players in their segments. Track & Trail Sport will carry the entire span of children’s cycles, from ₹2,500 to the imported range costing about ₹2.5 lakh.

TI Cycles opened a company-owned store in Chennai and more will come up through franchises. At least 7-8 such stores are planned in major cities this year, Alagappan said.

Track & Trail Premium stores will offer products up to ₹13,000.

More Ciclo Cafes

Ciclo Café is a concept that was tried and tested in Chennai, and has been a success.

TI Cycles has tied up with Absolute, a restaurant chain and serviced apartment operator, to offer a bicycle-themed restaurant linked to the high-end cycle store. Work on Ciclo Cafes in Hyderabad and Gurgaon has started and half a dozen more are planned for next year in major cities.

The company is also refurbishing its website to reflect the new theme, apart from creating individual websites for each brand.

Published on January 18, 2016
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