Bajaj to undergo Major Branding Restructuring

Monday 12 April 2010, 00:00 AM by Payal Pathak

Bajaj Pulsar, Bajaj auto- rickshaw, Bajaj Heaters, Bajaj Finance and Bajaj Hair oils all fall under the same brand umbrella. “We have to be clear about what our brand stands for. A sporty Pulsar and the humble auto rickshaw are as different as chalk and cheese,” says Rajiv Bajaj, Bajaj Auto Managing Director.

Bajaj Auto will realign itself with only four major independent brands. It intends to follow the footsteps of Hindustan Unilever where each product is an independent brand and does not carry brand tag of the parent company. Bajaj will now focus on only four brands – Boxer, Pulsar, Discover and KTM plus the major three-wheeler brand with rear engine. It will phase out the rest of the other brand labels.

Bajaj has already stopped manufacturing XCD 125 and XCD 135. It has also stopped production of geared scooters with an aim to concentrate only on the gearless scooters. It also has entry level brand Platina which will be continued in the Indian market but there will be no further investments in the same.

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