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.

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ATF Tyres, one of India’s leading manufacturers of off-highway tyres, has announced the appointment of Rajesh Vyas as its new Vice President of Sales and Marketing. Vyas brings over 25 years of global experience to the role, having worked across diverse international markets to build high-performance sales teams and enhance distribution networks.

His professional background includes leadership roles in brand positioning and product portfolio expansion within competitive sectors. Prior to joining ATF, Vyas served as Vice President at Rubber King Tyre Group. He also held key positions at Balkrishna Industries Limited as Head of Mining Tyres for India and spent a decade at Apollo Tyres Ltd as Business Head for Off-Highway Tyres.

With the company working to expand its footprint in the agricultural, industrial and OTR segments worldwide, Vyas’s strategic leadership and commercial insight are expected to support ATF Tyres in delivering performance-driven solutions across multiple regions.

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Continental Tire has introduced a fresh and distinctive marketing figure known as the ‘Nod of Confidence’ ambassador to connect with drivers on a deeper level. This initiative is designed to encapsulate the precise moment a customer feels absolute certainty in their purchase decision, visually represented by a simple, affirming nod. It is a symbolic gesture that conveys the reassurance, trust and satisfaction associated with selecting a premium tyre brand.

For years, Continental has been regarded as the smart choice in the industry, a reputation built on a steadfast dedication to superior quality, advanced technology and dependable performance. The company consistently responds to market demands by engineering tyres that deliver exceptional comfort and peace of mind. Recognising that the process of buying tyres can often be complex and filled with uncertainty, this campaign targets the emotional journey of the consumer. It aims to capture that pivotal moment of clarity when a driver moves from questioning and comparing options to confidently confirming they have chosen the best solution for their vehicle and family.

This new ambassador is an extension of Continental's broader mission to simplify and enhance the tyre-buying experience. By blending cutting-edge tread innovations with customer-focused education and support, the brand continues to prioritise driver needs while reinforcing its leadership in the automotive industry.

Brian Beierwaltes, Head of Marketing US PLT, Continental Tire, said, “We understand that today’s consumers are looking for more than just a product, they’re looking for confidence. This creative idea brings our ‘Smart Choice in Tires’ philosophy to life in a simple, relatable way. That nod represents reassurance, expertise and the peace of mind that comes from selecting a brand that consistently delivers on performance, comfort and innovation.”

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GRI, a leading producer of speciality tyres from Sri Lanka, has named Eldo Verhaagen as its new Sales & Operations Director for Material Handling and Agriculture across the Benelux region. This strategic move underscores the company’s drive to enhance its regional footprint by reinforcing leadership, improving operational efficiency and strengthening relationships with local customers. Verhaagen’s arrival marks a continued push to expand GRI’s presence in both the material handling and agricultural sectors.

With extensive experience in the tyre and automotive fields, Verhaagen brings a proven background in guiding strategy, boosting commercial performance and refining operational processes. His familiarity with a broad range of tyre types – including those used in trucking, farming, construction and material handling – combined with a direct, customer-oriented working style, makes him well-suited to steer the region through its upcoming growth phase.

Verhaagen takes over from Herman Klumpenaar, whom GRI has thanked for his dedicated leadership and smooth handling of the leadership transition. The Benelux team is now set to collaborate closely with Verhaagen, aiming to sustain regional progress and ensure long-term, steady development.

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Goodyear has unveiled The Vault, an innovative online marketplace designed to transform how the public interacts with its brand and 128-year heritage. This digital destination allows visitors to explore and acquire a thoughtfully assembled selection of historic artifacts, autographed collectibles, special-edition products and extraordinary experiences. Serving both as a platform for collectors and a dynamic archive, The Vault merges significant items from Goodyear's past with contemporary cultural partnerships and exclusive new merchandise.

The collection features compelling pieces such as a segment of the engine from the legendary Spirit of America Goodyear Blimp, one of the company's earliest tyres produced in 1899, tyres raced at the 2025 NASCAR Cup Series Championship and celebrity-signed goods. To celebrate the launch, a limited-time digital puzzle is being offered. Participants who successfully solve the riddle on the company website will be entered to receive one of 30 cryptex vaults filled with exclusive prizes. These rewards range from branded merchandise to the premier prize: a private flight on the famous Goodyear Blimp. The Vault is currently accessible, with plans to release new items and opportunities throughout the coming year.

Doug Grassian, Vice President, Global External Communications, Social Media and Partnerships, said, "There's nowhere else on the planet that you can buy a section of a Goodyear Blimp engine or one of the first tyres ever made. By opening The Vault, Goodyear is transforming its legacy into something tangible, collectible and meaningful."

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