What drove Discover, one of Bajaj Auto's best-selling brands, off track?

Harish Bijoor-founder, Harish Bijoor Consults, a brand consulting firm points out that fundamentally, positioning mistakes are made when there is a clutter in a category

Tinkering with the positioning of a well-established brand to gain higher volumes can be detrimental. More so if the brand is a challenger one. Nobody can vouch for this better than Rajiv Bajaj, managing director, Bajaj Auto. Two years after launching the Discover 125  (2004) which was positioned as a “fun to ride that offers good mileage” bike and became an instant hit, Bajaj Auto introduced a cheaper version of the model in Discover 100 with fuel efficiency as its key attribute. After the initial spurt in volumes which lasted for a year-and-half to two years, sales of both models