The second case of Marketing was Ti Cycles. It was a case that was very personal to me as it involved the cycling industry. It talked about how Ti cycles started the Indian cycling industry and how they revolutionized cycling in india with the legendary standard cycles. Then came in Hero to ruin Ti's party and conquered whole of Indian market. Ti cycles today still has the reliability advantage and cost advantage compared to hero and the case provides an opportunity to think about the logical way forward for Ti. A golden opportunity indeed. Whats a blessing in disguise is that many of these students in IFMR will realize cycles as a solution and will talk about the many many advantages of cycling. Im just hoping that few of them also convert to take up cycling rather than just talk about it. A bit far fetched but still a hope.
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