The cult of cool: Making India fall in love again with Jawa and Yezdi

How three men passionate about 'cool' motorcycles are trying to make India fall in love again with Jawa and Yezdi, with a leaf out of Royal Enfield's book

Mahindra and Mahindra’s share of the two-wheeler market in 2018-19 was not worth calculating. That year, 21.2 million two-wheelers were sold in India, to which M&M’s contribution was 4,004 motorcycles.
 

At that time, M&M, having acquired Kinetic Motors in 2008, was selling commuter bikes, the none-too-fancy vehicles used for daily trips from home to the workplace. This market was – and is – under the stranglehold of Hero MotoCorp and Honda.
 

“We should have never gone to the commuter bike side,” Anand Mahindra, M&M’s Chairman, said in December 2019, at an event organised by British air carrier Virgin Atlantic with