The Rise and Fall of Atlas Cycles
| Case Code: BSTR614 Case Length: 13 Pages Period: - Pub Date: 2020 Teaching Note: Available |
Price: Rs.400 Organization : Atlas Cycles Industry :Bicycle Industry Countries : India Themes: Organizational Crisis/ Business Failure/ Brand Revival/Turnaround Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Atlas Cycles was founded in 1950 by Janki Das Kapur (Janki Das) whose dream was to build quality cycles at affordable prices for his countrymen. He began manufacturing bicycles in a modest tin shed at Sonepat in Haryana. In just twelve months, the tin shed grew into a 25-acre factory complex. In the first year itself, the plant rolled out 12,000 cycles. It concentrated on producing a simple, cheap, and rather old-fashioned roadster model. Affordably priced, the lustrous, black bicycles soon became a utility product for the common man in India. In 1958, the company, named after the Greek Titan Atlas, began exporting bicycles and bicycle components to several countries...
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