At the forthcoming Auto Expo in New Delhi, India's largest organised homage to the internal combustion engine, there will be one unexpected participant — cycle manufacturer Firefox.
In a show dominated by glitzy cars and mean mobikes, Firefox will be making a lone pitch for the eco benefits of cycling. While major Indian cycle manufacturers such as Hero Cycles and TI Cycles are absent, Firefox, which has had three good outings at the Expo, says the fair is a good platform to catch the eye of the urban, upscale, lifestyle-conscious customer it wants to reach.
“In 2008, when Tata launched the world's cheapest car at Rs 1 lakh, Firefox launched a bicycle priced at Rs 1.68 lakh,” says Mr Ajit Gandhi, Deputy Manager, Firefox Bikes.
According to Mr Gandhi, while cycle sales have been stagnant in the standard category, growth has been coming from the high-end segment — the niche that Firefox is targeting. The Indian market is put at 12-15 million bicycles a year.
This year, too, the bicycle company, which has a famous customer in the US President, Mr Barack Obama (he rides a Trek bike), is coming up with a new launch — a co-branded offering in association with Viacom 18 Group's MTV. Called Firefox MTV, it is priced in the Rs 9,000-14,000 range and will be available in the market some time in March.
“Fifty per cent of our bicycle sales comes from the kids segment (8-15 age group). But cycling clubs such as Pedalyatri have CEOs and the upper management level among their members. Earlier, this class were not taking up biking as there was lack of quality products. Now that a quality high-end segment is there, the top bracket is getting into cycling as a hobby,” says Mr Gandhi.
In its 16 sq m stall, Firefox will be occupying just a fraction of the space that the car companies will be taking up at the Auto Expo. Its marketing investment of just Rs 10 lakh may also seem peanuts compared to the big bucks auto majors will spend. But with MTV Veejays launching its new products, it hopes to make up in decibels what it cannot in terms of size.