Created an object of desire with e-scooter Chetak, says Rajiv Bajaj

Says Bajaj Auto has got all kinds of buyers, including very affluent ones, who have never owned a two-wheeler, waiting to buy the model

A year after the Bajaj Chetak electric scooter (e-scooter) went on sale, Rajiv Bajaj, managing director at Bajaj Auto, is thrilled that the model has attracted ‘all kinds of buyers, including very affluent ones, who have never owned a two-wheeler and are waiting to buy the model’.

Its success, he said, can be put down to performance, the classic styling and features, and an effective branding strategy.  

Named after the legendary horse of Maharana Pratap Singh, the e-scooter was given totally differentiated branding and delinked from the broader Bajaj brand in both product communication and in retail. “We wanted Chetak to be