Hero Cycles takes part in Euro Bike Show to tap premium market

World's largest cycle manufacturer Hero Cycles is actively participation in this year's Euro Bike Show to expand presence in high-value European cycle market.
The company had acquired a majority stake in the UK-based cycle distributor Avocet Sports Ltd last year, which has catapulted it into the European cycle market.
"We are very excited to be a part of this prestigious Euro Bike Show. Showcasing new range of products on such platform is truly a proud moment for us. We are launching four new products under the premium category to strengthen our presence in the global market," said Hero Cycles CMD Pankaj Munjal.

Hero Cycles, soon after acquiring Firefox Bikes last year, had cemented its position in the fast-growing premium cycling segment.
This was followed by the acquisition of a majority stake in BSH Ventures, one of Sri Lanka's leading bicycle makers.
"The aim was to develop it as a manufacturing base for the company's European exports," said Hero Cycles.
Instituted in 1991, Euro Bike Show is held every year in the first week of September.