Fast track bikes

MARKETING: With international brands jazzing up their pedal pushers with technology for India, bicycles cease to be a poor man's transport.

How about shelling out Rs 33,000 for a snazzy bike? Sounds steep? We suggest you pay another visit to your neighbourhood bike store.

The "poor man's transport" now costs upwards of Rs 5,000 (a branded one, of course!) and with special editions popping up every season, road bikes are fast inching toward the Rs 40,000-mark.

And here's the latest "" US-based Trek, a leading name in road and mountain bikes, will now team up with Firefox in India to introduce high-end bikes.

Pete Onge, international territory head (Asia Pacific), Trek, says, "We were looking for an opening in the Indian market for a while now and partnership with Firefox gives us the required springboard."

The $650 million strong international brand will announce its arrival in India with the introduction of seven new models in the range of Rs 13,000-33,000.

Its distributor, Firefox is hoping to sway India's 14 million bicycle arena with fancy bikes that at present occupy only 40 per cent of the market share. The optimism stems from its sales experience from last year.

Road and hybrid bikes in the range of Rs 2,000-10,000 have been a hit with the masses, says Shiv Inder Singh, managing director, Firefox Bikes. According to him, a string of factors has led to the re-emergence of high-end branded bicycle fashion.

"We call it the Lance effect. Lance Armstrong's seven consecutive Tour de France victories pushed cycling into the mainstream and gave it a whole new status. Also, a number of tech boomers, who hung up their running shoes just as they hit their peak earning years, are now seeking outdoor recreation," says Onge. So, with road bike models priced at between Rs 36,000 and Rs 47,000, this venture could take off as the new luxury item.

Singh will also distribute high-end bicycles from Gary Fisher (the brand that invented mountain bikes) and LeMond (brand developed by American Tour de France winners). According to Singh, leisure cycling is fast catching the fancy of parents.

"We are witnessing a revival in interest in biking as well as a shift from the ageing baby boomer to products that focus on comfort and performance," says Singh, adding, "And we have seen these riders introducing their families to cycling." There has been renewed interest in women's bikes and children's multi-speed bikes as well.

But marketing an expensive bicycle to people who are not bike enthusiasts would require a different treatment. Singh agrees.

"We have plans to set up biking clubs, introduce programmes in schools that would encourage kids to touch and feel the products, and popularise the biking culture at weekend getaways, hill stations and resorts," he says.

To his mind, people are already rejecting the idea of spending monies on mundane luxuries and are opting instead for high-end bicycles. Brakes off!