Global Internship Scheme of University of Birmingham

Project Title: Promoting Urban Cycling in India

Project Title: The intern would spend considerable amount of time understanding and ideating on how to promote urban cycling in the context of India’s first cycling café (that TI Cycles opened in Oct 2011) and over 50 cycling groups that have sprawled up across the country. It is also in the context of the rapid urbanization and need for companies and colleges to promote cycling on their campuses. Various phenomena need to be tracked – right from bike rental schemes, development of urban infrastructure (underground rail networks, rapid bus transport systems etc) and other developments that can help the cause. The intern would look at how to use these various opportunities in the benefit of the company and its premium range under Track & Trail

Project Duration: 8 weeks, start date to be confirmed

Project Location: TI Cycles of India, Chennai, India. The project will require a lot of travel within India, (expenses will be paid) once the objectives and execution plan are drawn up in the first week or two and the project will be reviewed on a weekly basis.

Project Leader: Mr Rajesh Mani, General Manager-Marketing, TI Cycles of India who will provide information, support and guidance throughout.

Background:

On an average there are about 25 cycling related events that take place in India every single day of the year. Cycling in India has indeed come a long way from a vehicle of commute from the 70s to where it is today. There was a time when cycles were used by the police, used as a gift for the wedding, used for commuting to work and were a sign of prestige. The bicycle of the typical Indian has gone through a circle wherein even just a decade back, it was seen as a poor man’s vehicle in India. Bicycles are coming back in to fashion and now there are so many domestic and international bicycle brands available in the market. This is because cycling is one of the most eco-friendly means of transport whilst at the same time keeping you fit. This combined with the rising fuel prices has helped cycling grow prominence in urban India. In an era of tablets, apps and mobiles, it is also the perfect vehicle to keep the kids outdoors and fit.

While there may be well over 50 cycling clubs in urban centres across India (some of whom have a few thousand members), the bicycle penetration could be a lot better in urban and rural India. Forbes reported that India has one of the lowest bicycle use in the world — about 1% of all commuting. TI Cycles itself conducts over 5000 events in a year so that we get more and more people to ride the bicycle, but it’s a long way to go.

There are a few things that are helping to build the momentum. Firstly, bike rental and bike sharing programs are beginning to be piloted. Many global cities like Paris, London, and Amsterdam, provide user friendly facilities for parking and renting bicycles and we are starting to see that in cities like Mumbai and Bangalore. Three students from the social entrepreneurship batch of the b-school NMIMS, started a cycle sharing program in Mumbai two years ago called Cycle Chalao. The idea was apparently born out of the everyday frustration of dealing with autorickshaw drivers. Now, they have been invited to build and operate India’s first city-wide bike-sharing system in Pune. They are also working with India’s Ministry of Urban Development for a bike-sharing pilot across 10 cities. Secondly, some states have even started initiatives of bicycles lanes and bicycle racks in local buses. For instance, Bangalore Metropolitan Transport Corporation, which runs the city’s fleet of commuter buses, has now come up with a bicycle rack in the buses for cyclists to mount their bicycles on. This would shortly be implemented in inter city and interstate buses. Such infrastructure is slowly encouraging more and more young professional to cycle to work. One can find communities in Bangalore, Pune, Mumbai and Chennai of professionals who ride their cycle to work. They use protective gear, safety accessories (reflectors, lights). Some even carry a whistle to attract people’s attention when there is traffic. They do manage to get to work in less time and also complete their fitness workout enroute to work.

Then there are others who are taking up cycling as a sport. Brand Ambassador of TI Cycles, Karun Chandhok cycles 60km to 120km a day depending on the day and route. While he is not a professional cyclist, cycling is an integral part of his fitness regime. Mountain biking has also become a sought after adventure sport, again driven by young professionals. Competitions like the nine-day endurance race called Hercules MTB Himachal further help this cause. Each year there are over 120 professional and semi professional cyclists who take up this 540km endurance race.

About TI Cycles of India

TI Cycles was established by the Murugappa Group in the year 1949, in collaboration with Tube Investments, UK. The first Hercules bicycle rolled out in 1951. Three more brands were added to the portfolio - Phillips in 1959, BSA in 1964 and Montra in 2011. TI Cycles has practically created and perfected every new cycle category in the country. The first MTB, the first geared bike, the first Shox model, the first girls’ bike, the first kids’ bike, the first light roadster and the first carbon frame bike were all introduced by TI Cycles. With the changing retail environment, TI Cycles has introduced BSA Hercules exclusive stores, which have revolutionised the bicycle outlet in India.

With a turnover of 1,121 cr and a year-on-year growth of 18 percent TI Cycles is a market leader in the ‘specials’ segment of cycles. TI Cycles has the capacity to manufacture 4 million cycles a year at 3 plants across India - Chennai in the South, Nasik in the West and Noida in the North. Standing for the core promise of fun, fitness and freedom, TI Cycles offers consumers a range of bicycles, e-scooters, fitness equipment and infant mobility solutions.

Their flagship brand, Montra will be part of our exclusive premium range under the umbrella brand of Track and Trail. Track & Trail has over 40 stores in India where one can find the best cycling brands like Cannondale, Bianchi, Schwinn, Mongoose, GT apart from Montra. Track and Trail offers not only bicycles, but also branded apparel, accessories, spares and services. For more details, visit www.bsahercules.com and www.trackandtrail.in

About Murugappa Group

Founded in 1900, the Rs. 17051 Crores (USD 3.8 billion) Murugappa Group is one of India's leading business conglomerates. The Group has 29 businesses including eight listed Companies actively traded in NSE & BSE. Headquartered in Chennai, the major Companies of the Group include Carborundum Universal Ltd., Cholamandalam Investment and Finance Company Ltd., Cholamandalam MS General Insurance Company Ltd., Coromandel International Ltd., Coromandel Engineering Company Ltd., E.I.D. Parry (India) Ltd., Parry Agro Industries Ltd., Tube Investments of India Ltd., and Wendt (India) Ltd. Market leaders in served segments including Abrasives, Auto Components, Cycles, Sugar, Farm Inputs, Fertilizers, Plantations, Construction, Bio-products and Nutraceuticals, the Group has forged strong joint venture alliances with leading international companies like Groupe Chimique Tunisien, Foskor, Cargill, Mitsui Sumitomo, Winterthur Technology Group and Morgan Crucible. The Group has a wide geographical presence panning 13 states in India and 5 continents.

Renowned brands like BSA, Hercules, Ballmaster, Ajax, Parry’s, Gromor and Paramfos are from the Murugappa stable. The organization fosters an environment of professionalism and has a workforce of over 32,000 employees. For more details, visit www.murugappa.com.