Why Atlas has been struggling to keep the wheels spinning for a while

Counted as one of independent India's first successful businesses, the bicycle brand hits a trough, can it get its wheels out of the mud?

One year shy of its seventieth birthday, the bicycle brand named after a Greek Titan — one that once ruled Indian roads and the popular imagination as a symbol of national pride — is calling it a day.
 

The company says it is just a temporary halt in production, not the final curtain yet. But truth is that the brand has been struggling to keep the wheels spinning for a while, and its present predicament may well be the proverbial final straw.
 

Atlas Cycles (Haryana) Ltd, earlier known as Atlas Cycle Industries (ACIL) began life in a shed, making bicycle