Branding is one of the most important aspects of carrying out any business in India, regardless of the vertical. The Indian bike market, though huge in terms of scope, is limited when it comes to consumer thought, which makes creating a lineage for facilitating success really important. Bajaj Pulsar is a classic example of how a fine line of products have been created to guarantee success.
If one looks back at the time when Bajaj Pulsar for first introduced in India in 2001, there was not a huge market for big bikes as most customers either went for scooters or motorcycles that offered top class mileage. The success of Hero CBZ (then Hero Honda) propelled Bajaj Auto to launch the Pulsar in India and as it turned out, it changed the firm’s destiny in the country.
The first Bajaj Pulsar featured a 150 cc engine and made around 13 BHP of maximum power. Bajaj’s way of marketing this product was what really clicked with Indian customers, shifting the firm’s pivot from making scooters to bikes. During 2001, Bajaj Auto saw a historic moment in its operations for the Pulsar when the Indian Army ordered around 15000 units for its personnel. This took Bajaj Pulsar’s popularity and image to another level in terms of trust and reliability.
Since then, Bajaj has done really well to introduce more variants and upgrades in the Pulsar series. For instance, after the success of the first generation models, Bajaj launched the Pulsar series with the DTSi technology and a new headlamp. The 180 cc and 150 cc versions were successful and Bajaj decided to try its hand in the sports bike segment. The firm went ahead to launch 200 cc and 220 cc versions of Bajaj Pulsar, which were quite successful, especially the latter.
Following the success of these two variant, Bajaj Pulsar 135 was also introduced in the market and due to its brand name, performed really well. In 2012, Bajaj also launched the Naked Sport (NS) versions of the Pulsar bike in the 200 cc. Even after so much, Bajaj does not plan to stop and is hoping to launch 375 cc and 400 cc versions of the Pulsar.
