Bajaj Auto Ltd.: Overtaken in the Indian Scooter Market

Case Code: BSTR216
Case Length: 20 Pages
Period: 1999-2006
Pub Date: 2006
Teaching Note: Not Available

Price: Rs.400
Organization: Bajaj Auto Ltd.
Industry: Auto & Ancillaries
Countries: India
Themes: Market Strategies, Customer Preferences, Competition

Abstract Case Intro 1 Case Intro 2 Excerpts

Background Note

The Bajaj group was founded in 1926 by Jamnalal Bajaj (Jamnalal) (Refer Exhibit I for the companies in the Bajaj group as of 2005). In 1945, Kamalnayan Bajaj, Jamnalal's son, set up Bachraj Trading Corporation Ltd. (BTCL), a trading company, to import and sell two- and three- wheelers. This business continued till 1959.

In 1959, the company secured a license from the Government of India (GoI) to manufacture two- and three-wheelers. In 1960, BTCL was renamed Bajaj Auto Ltd. (BAL) and the company went public. The same year, it entered into a technical collaboration with Piaggio for the manufacture of scooters...

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