TI Cycles of India, a part of the Rs 10,000 crore Murugappa Group, makers of 'Hercules' and 'BSA' brands of bicycles, is planning to launch similar products for toddlers in Gujarat. The is scheduled to be launched in a couple of days under the ‘BSA Toddlers’ brand name.
The bicycles will be launched for children upto the age of six years. Once launched in Gujarat, TI Cycles of India will gradually market the product in western states like Maharashtra and Madhya Pradesh (MP). The company has already launched bicycles for toddlers in the southern market two months ago. The category currently includes three types of products including cycle walker, pram and stroller.
According to sources close to the development, the company is adopting new marketing strategy ahead of the launch. “We are focussing on non-traditional outlets like toy shops, gift shops, shopping malls, apart from usual cycle stores,” sources added.
TI Cycles is also opening up new show rooms for cycles in Rajkot, Surat and Vadodara. With this, the company also plans to start 'Hercules Express', a small bicycle mall.
Sources, however, denied to give further details of investment plans on this project by the company.
