The bicycle industry has seen an exponential demand, especially since the Covid-19 pandemic hit. With an increase in commodity prices and new players entering the industry, every manufacturer has to be as efficient as possible to make its bicycle stand out in the market. We talk to Scott Sports India on making its place in the Indian market, the impact of the pandemic and investing in its customers. 

The increase in the purchasing power of consumers in developing nations like India, Mexico and Malaysia is anticipated to be the utmost driver for the bicycle market in the years to come. Also, according to a recent study, the global bicycles market is expected to reach USD 78 billion by 2026, especially with so many bicycle players making their way into the market.

One such company is Scott Sports, a Swiss producer of bicycles, winter equipment, motorsports gear and sportswear, which has also made its place in India. Working towards the development, manufacturing, sales and marketing of high-end performance products intended for biking, the company’s agenda is to get more and more people out on bicycles, cycling outdoors. When the company started off in India, a large part of its customers was, in fact, people from the IT sector. These people had travelled across the world on projects, realising that there is a lifestyle that one can have and that there are bikes that one can buy which actually cater to this lifestyle, giving one a better riding experience. However, as time has gone by, the company has had customers right from a 12- or 13-year-old kid to an 85-year-old gentleman, ever since it started its journey in India in 2012. It currently has about 110 outlets and with the Avanti Giro FM1 brand coming in, it is planning to add another 150 outlets in the next 12 months. 

Bikes suitable for anyone and everyone

Scott Sports introduced Avanti Giro FM1 from New Zealand recently in India, making it suitable for southern hemisphere countries. “In the southern hemisphere, largely, there exists a lot of commute and price-sensitive customers, from India to South Africa to Brazil to Australia etc.,” says Jaymin Shah, Managing Director, Scott Sports India, and continues, “That entire belt of countries consists of sports, but at the same time, is very sensitive to price. Therefore, at the end of the day, they want products that are designed for a particular reason, that can do the work and don’t burn a big hole in their pockets. This is why we launched the Avanti brand, which also lets us reach out to a bigger target audience that is India.”

But introducing a bike for the southern hemisphere is not the company’s only unique element. Scott Sports, till it entered the business, realised that bicycles are available in a one-size-fits-all kind of a category. What Scott Sports did was get the same bicycle in different frame sizes. “Just the way you can buy a shirt in a small, medium, large or XL size, the same can be done with bicycles,” Shah reveals and adds, “This is a change that the Indian customer did not know about (about a decade back).”

Another element that Scott Sports focuses on is called ‘bike fit’. Shah explains, “Bike fit is a concept where one can customise the dimensions on one’s bike. The frame size remains the same, but it has a different leg length, torso length and so on.”

Shah further informs, “We have a system and a software, along with a German partner, where the system scans your body and makes recommendations as per the model you want to select.”

A broken helmet is a good helmet

Customisation or no customisation, one factor that people surely look for in any vehicle, including bicycles, is safety. Catering to this need, we see many bicycle brands offering helmets or other safety features. Scott Sports’ bikes come equipped with reflectors, which are mandatory. “Along with this, we sell a lot of products as accessories, like helmets, reflector vests or even reflector stickers,” Shah asserts. Pointing out a very interesting aspect about helmets, he further tells us, “While the core idea of a helmet is to protect the bicycle rider, many people think that the helmet should not break when they crash. However, the fact is that if the helmet does not crack after a severe crash, then the helmet in question is of a sub-standard variety. A good helmet will crack. This is because the crack is what dissipates the fall and distributes the impact.”

Increase in commodity prices

Scott Sports is currently catering to three segments – lifestyle, commute and sports. Shah believes that the sports and lifestyle segments will see growth. “On the commute side, we have suddenly seen a drop in bicycles, only because cars are back on the streets,” he tells us.

As these segments see growth, prices too will be a factor of consideration. All of Scott Sports’ bicycles are made of alloy and carbon. However, general commodity prices, which include aluminium alloy etc., have seen an increase in price. From Scott’s perspective, the demand has not been impacted for one reason alone – the consumer/target audience not looking for the mass market. “They are looking for premium products,” Shah says and continues, “Only time will tell if this is sustainable or not, because a point may come where the consumer will say that he/she is not willing to pay beyond that price. Plus, global shipping rates have gone through the roof, i.e. by five times, which is huge. Scott has also increased the prices of its products in India from 1st April this year.” 

Shah goes on to mention that the government is doing all it can to cool off commodity prices. “However, I don’t think it all can be controlled by just one government measure. That’s because there are a lot of factors which are beyond our control, from the Russia-Ukraine war to the Covid situation. And this applies not just to India but the world,” he cites. 

One material is as durable as the other

On the material front, he clarifies that whether a bicycle is made of steel, alloy or carbon, the product is a durable one. What’s important is that it has to be maintained well. “The biggest difference between an alloy and a steel bike or an alloy and a carbon bike is the weight of the bicycle. Steel bicycles typically tend to be heavier than alloy bicycles and carbon bicycles tend to be lighter than alloy bicycles. One is as durable as the other,” he explains. 

Educating the customer and mechanics

With the customers’ demand and needs changing rapidly, educating them and making them aware becomes highly crucial. Scott Sports has some singular initiatives in this domain. For one, it has a customer helpline number that is not a sales helpline but simply a customer education helpline. “One can call the helpline and talk to our product specialists who will guide the customer through various factors,” Shah avers. 

Another initiative it has is ‘breakfast rides’ (conducted mainly pre-covid). “We used to conduct breakfast rides with small communities across the country, where our product specialists would address one topic,” Shah puts across and adds, “The topic could be with respect to customer education, bike maintenance, bike fit and would vary in every ride. Also, with everything sort of opening up post-covid, we will be restarting these breakfast rides.”

Scott Sports invests not just in its customers but in its mechanics as well. It runs ‘technical services’ meant for trade only and for all the mechanics. “Here, either our team would go out to a regional centre and call in the mechanics nearby or the mechanics would come to Mumbai,” Shah informs and adds, “This is something we used to do on a regular basis to sensitise the mechanics.”

Covid’s impact on business

Post the lockdown, Scott Sports has grown by 100 percent. “In that sense, it was a great year from a business perspective. However, we also realise that there is a lot of demand out there,” Shah shares. 

While it was a smooth-running chain pre-covid, each country had to be subject to its own lockdowns post-covid, as per their respective government’s measures. “So now, all our bikes come from Cambodia, but a lot of components come from Vietnam or Malaysia or Indonesia. It’s not just about putting a bicycle together – it’s about getting all the moving parts, from the tyres to tubes to suspensions, together. So, from that perspective, tying everything together from different parts of the world became a challenge for us,” Shah enlightens.

Challenges for the industry

With these challenges, we can’t remove the competition out of the equation, especially with new companies entering the market. Nonetheless, Shah claims that at the price-point and quality level where Scott Sports is, it is equivalent to a BMW or a Mercedes or an Audi today. “You can buy a product which is priced at INR 40,000 but also buy a Scott bike which is priced at INR 1 million,” he says and goes on, “The mass brands, we hear, are in over-stocked situations, which is also contributed by so many players entering the market. However, when one looks at the premium market – that we are targeting and have been historically present in – no overnight player can really come in and challenge us over there.”

However, there are other challenges to face. The Indian government’s restriction on import of tyres and tubes has impacted the bicycle owners the most, Shah believes. He asserts that there are local manufacturers for automobile tyres. However, on the bicycle front, with the level of quality required for international brands, the importers requiring such tyres are facing the biggest challenge. 

The next step

Scott Sports sold over 12,000 units during the financial year 2021-2022. Speaking of the company’s targets for the current fiscal, Shah tells us, “Our target is not more than 15,000 next year. This is essentially not a reflection of the demand but a reflection of how many bikes we can get into the country.”

Catering to every personalised requirement

The bicycle industry certainly is seeing tremendous demand and is evolving every day, especially where every consumer gets to choose a bike that suits him/her the best. This, of course, comes with its share of challenges for the industry and customers both. For a market like India, where customers can be price-sensitive and some also willing to invest in bicycles, making them aware goes a long way, catering to their every personalised requirement that they look for when purchasing a bicycle.

Comments (0)

ADD COMMENT

Link Copied!

MAXAM Tire has named Chris Rhoades as its new Zone Sales Director for the Northern region, a move that underscores the company’s dedication to expanding its footprint and enhancing customer service within the speciality tyre aftermarket. The appointment reflects a broader strategy to strengthen leadership and competitive positioning in the sector.

Rhoades brings over 25 years of international industry experience and a well-established reputation as a leading voice in the tyre business. His leadership credentials include being elected to two separate terms on the Tire Industry Association Board of Directors. Most recently at BKT Tires, he managed strategic growth in complex and highly technical off the road markets, where he aligned regional execution with global strategy, led cross functional teams and consistently delivered measurable revenue increases.

In his new capacity, Rhoades will direct all sales operations across the Northern region, collaborating closely with customers and partners to ensure performance, service and support remain synonymous with the MAXAM Tire brand. His appointment signals a focused effort to drive results through experienced leadership and deep market knowledge.

Jimmy McDonnell, Vice President – Sales and Marketing, MAXAM Tire, said, “We are excited to welcome Chris to the MAXAM team. Chris brings deep industry knowledge, proven leadership and a strong customer-first mindset that will create immediate value for our partners. His experience and vision will play an important role as we continue to grow our presence, strengthen relationships and expend the MAXAM brand across the market.”

Comments (0)

ADD COMMENT

Link Copied!

Bekaert’s Board of Directors has announced the appointment of Olivier Biebuyck as the company’s next Chief Executive Officer, effective 1 June 2026. He brings extensive expertise in leading, expanding and transforming global industrial enterprises through both organic growth and acquisitions, positioning him to drive Bekaert’s future strategic goals.

On that same date, the board will co-opt Biebuyck as a director. Meanwhile, current CEO and board member Yves Kerstens will conclude his mandate on 31 May 2026, having led the company in recent years. He will also step down from his directorship as of that day.

The leadership transition marks a carefully planned succession, with Biebuyck’s track record seen as critical to advancing Bekaert’s long-term ambitions. The changes take effect at the end of May and start of June 2026.

Jürgen Tinggren, Chairman of the Board of Directors, said, “I am proud to announce the appointment of Olivier Biebuyck as CEO of Bekaert. The Board is convinced that he is the right person to lead the transformation of the company in its next chapter. On behalf of the Board and the entire Bekaert team, I would like to express our sincere appreciation to Yves for his leadership, commitment and contribution to the company over the past years, and wish him the very best.”

Biebuyck said, “Bekaert has an impressive history of innovation, business expansion and evolution. I am honoured to take up the role of CEO at Bekaert. I look forward to working closely with the Board, the leadership team and all colleagues around the world to further transform and grow the company and create long term value for all our stakeholders.”

Kerstens said, “It has been a privilege to serve as CEO of Bekaert and to work alongside our colleagues around the world during the past years. I am proud of what we have achieved together and wish Olivier all the best to lead the company in building a strong future.”

Comments (0)

ADD COMMENT

Link Copied!

Sri Lanka-based GRI Tires has extended its limited warranty coverage for pneumatic tyres to up to 10 years, effective from 2026, as the specialty tyre manufacturer seeks to strengthen customer assurance across its agricultural, construction and material handling businesses.

The revised warranty policy applies to all GRI-branded pneumatic tyres manufactured on or after January 1, 2025, and covers customers in more than 80 countries. The company previously offered warranty coverage of up to seven years.

Under the updated policy, agricultural radial tyres will be covered for up to 10 years, while agricultural bias tyres will receive coverage of up to eight years. Construction, earthmover, industrial, material handling, port and mining tyres will be covered for up to five years, subject to terms and conditions.

GRI said warranty protection would cover qualifying defects, with credit issued on a pro-rated basis.

For qualifying failures occurring within the first three years, and where radial tyre wear does not exceed 20 per cent, customers will receive a full replacement credit.

The warranty applies exclusively to the original end-use purchaser.

“This enhanced 10-year warranty is more than a policy update — it is a statement of our conviction in the quality of every tire we manufacture,” said Barry Guildford, global commercial director at GRI.

“We build tires to perform in the most demanding conditions, and we stand behind them.”

Customers can submit warranty claims through authorised GRI dealers and distributors, or directly through the company’s customer support channels.

Comments (0)

ADD COMMENT

Link Copied!

Georg Nordmann Holding Aktiengesellschaft (GNH) has appointed Martin Rathke as Managing Director of its subsidiary Nordmann (Nordmann, Rassmann GmbH), effective 1 May 2026. The move marks a strategic step in the company’s ongoing leadership development.

Rathke joins with considerable leadership experience and deep knowledge of international sales and distribution within the chemical distribution sector. His career includes years of service in a family-owned enterprise, where he held senior management roles with global responsibility. He will now share leadership duties with Ulrich Cramer, who remains in his position, and together they aim to form a closely aligned team to advance Nordmann’s strategic direction.

The joint leadership will focus on accelerating global expansion through targeted strategic, organic and inorganic growth while optimising existing operations and continuously refining the company’s portfolio strategy. Backed by the commitment of its shareholders, Nordmann seeks to strengthen its international presence and evolve into a global player in the chemical distribution industry.

Irina Zschaler, CEO of Georg Nordmann Holding Aktiengesellschaft, said, “Martin brings exactly the combination of entrepreneurial mindset, international experience and leadership strength that we value in our relationships and for our path to grow. Our collaboration is based on responsibility, integrity and the aspiration to create added value together for all involved and the entire group. We are therefore very much looking forward to welcoming our full Nordmann team.”

Comments (0)

ADD COMMENT

Link Copied!