Indian Bicycle Industry:

Survival through competitive strength

By:

Jai Dev Kapur

"In the changing environment, a multi-dimensional approach is the one and only way to survive"

- Alvin Toffler

"Till recent past, production based philosophy was the main criteria for success. Today it is the customer-oriented approach that is critically pertinent."

"Indian Bicycle Industry has to concentrate on improving its International competitiveness by brand building, innovation, upgrading technology, cost reduction, injecting professionalism, need based training and also by implementing real corporate governance."

"Bicycles are now attracting attention as one of the most environment friendly vehicles. Moreover, ever increasing traffic congestion, parking problems and greater health awareness are slowly but steadily promoting ‘bicycle lifestyle culture’. Aptly, it is said that the current century is: "The age of bicycle."

The basic marketing principle: "Don’t lose sight of your customers and their needs" holds true for all business and bicycle industry is no exception. In step with the changing time, Indian Bicycle Industry has to gear-up to transform itself to face emerging challenges of market led domestic economy and global integration, and also to seize new opportunities in the enlarged market place. Moreover, Bicycle Industry, being on steady growth path, must strive to build-up competitive strength in brands, processes and markets for sustainable growth over the years ahead.

The key words to the survival and growth of Indian Bicycle Industry are dynamism and adaptability. Of late, market place is in a constant state of change. The customers cannot be taken for granted anymore. Industry has to focus its efforts to reduce cost of production, distribution and marketing by constant improvement of manufacturing and business processes, and also by reducing the extra flash of overhead and by bringing in technological developments through vibrant R&D efforts.

Jai Dev Kapur

Joint President

Atlas Cycles (Haryana) Ltd

Organisational systems must be devised in such a manner that any feedbacks received from market are analysed and implemented to the feasible extent. In fact, Industry’s aim be focussed to convert the customer into profits.

Understandably, bicycles are no different from cars, electronic goods etc. where new models or products make people shell out the money faster. The present day customers are looking for new styles and new looks. If the industry is able to offer something different, more attractive to customers, it has made a sale.

Till recent past, production based philosophy was the main criteria for success. Today it is the customer-oriented approach that is critically pertinent.