That every action has an equal and opposite reaction is a universally accepted law. However, by implication it is observed that this affects other spheres of activity also and therefore, development whether positive or negative; has its own outcome of pro’s and con’s. In other words, the flip side of a
development would most often also be shadowed with some sort of deterioration and vice versa.

Economic Recession, Global Warming, Pollution, etc. are major threatening issues being faced by the world today. These issues have forced both central and city administrations of nearly all countries
across the globe to take initiatives of managing/banning polluting vehicles from the city and start considering solutions where greener options including bicycles and e-bikes can play a major role in solving the problem considerably.

In Germany, the government has started a bicycle promotion campaign in association with the bicycle
industry to call the attention of public and to appraise them about the overall benefit of cycling for persons of all age groups - with emphasis being laid on easy transportation and recreation. It is being conveyed to the common public that use of bicycle and e-bikes will help a lot in overcoming the ill effects of Global Warming, Pollution and Climate change in congested towns and cities.

Several India States have also introduced numerous schemes based on understanding of the various hidden benefits of promotion of bicycle and its wide use. Many State Governments have already allocated bicycles to School-going Girls.

In Italy, the Government has been extremely green conscious and has been taking environment friendly measures since a very long time. Earlier the Italian Ministry for Environment was providing promotional subsidy and economic incentives to those who bought Italian made cars. Now the Italian
Ministry for Environment has offered incentives and subsidies and has supported the Bicycle industry.
Maybe this is an off shoot for promotion of a cleaner environment and the green consciousness. Until
a couple of years ago, bikes were relatively rare in the city of Milan having a population of 1.3 million -
mostly comprising of high-school students and hard-core environmentalists. The story is different now.

The Italian Ministry of Environment this year earmarked an amount equal to US$ 11.2 Million to promote their bicycle industry. This scheme achieved fabulous success and now more Milanese are
relying on bikes to get around, driven by the high cost of fuel and the alluring size of incentive on bikes. Now, a citizen can buy a bike with a 30 per cent discount, saving an amount equal to US $ 290. So far, the scheme has proved to be very effective in the Northern Region as people in this region can pedal to work without needing much athletic preparation; in the flat land area of this mountainous country.

After starting of this supportive and subsidy program in Italy in April 2009, - within two hours, 2000 bicycles were sold; while 35,000 bikes have been sold in Milan alone since. Such was the success of
the incentive and subsidy scheme launched by the Italian Ministry for Environment that 57,000 bicycles got sold within five days of the launch of the scheme which exhausted the complete budgeted subsidy of 7.2 Million euro.