Mapping the demand pattern in a market and changing operations pertaining to that is something that companies around the world do, especially in sectors that are highly dynamic, like the automobile industry. The two wheeler market in India has seen a drastic transition and one brand that has completely pivoted itself from being a scooter maker to a bike manufacturer is Bajaj Auto.
The history of Bajaj Auto tracks back to the 1930s when it was founded in Rajasthan by Jamnalal Bajaj. Based in Pune now, this company, at present, is the world’s third largest motorcycle manufacturer and the second largest in India. It is rather strange that a company, which, since time immemorial, was associated with scooters is now not even in the race, letting firms like Honda Motorcycle and Scooter India and TVS Motor Company gallop ahead of it.
In fact, the “Hamara Bajaj” slogan was synonymous with the image of a scooter but the scenario has changed completely. Bajaj Chetak, Saffire and Legend have all done remarkably well in the market but now do not exist in the market.
The advent of the 21st century saw a change in the demand pattern in the Indian two-wheeler market and customers slowly started shifting from scooters to bikes. Customers wanted style, reasonable pricing and high fuel efficiency, all in one product, something that got in 100 cc bikes. Bajaj realised the market shift and pivoted itself from the scooter scenario to the bike peripheral.
By launching the Pulsar and Discover series bikes, it has now settled into the market and competes only in the motorcycle segment. Neither does it enter the automatic scooter segment nor does it seem like anything like that in the near future. Bajaj Pulsar, Discover, Platina and Avenger are some models that perform well and will continue to do so due to their high demand.
