Bajaj Auto Ltd.’s Brand-Centric Strategy

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"The task of building the future at Bajaj Auto starts now. Thus far, we have been working on fixing the past. "¹

- Rajiv Bajaj, Managing Director, Bajaj Auto Ltd., in 2010

Twin-Brand Focus vs. Multiple Brands Under Single Umbrella

In December 2009, Bajaj Auto Ltd. (Bajaj Auto), the flagship company of Bajaj Group and the fourth largest two-and three-wheeler manufacturer in the world, halted the production of scooters in order to focus solely on the motorcycle segment and make itself a globally dominant manufacturer of motorcycles. Bajaj Auto, which began in 1945 as a trading company, importing and selling two-and three-wheelers in India, started vehicle manufacturing in 1959 by obtaining the rights from Italy-based Piaggio . Once the agreement with Piaggio2 expired, the company made and sold vehicles under the Bajaj name. Since the mid-1960s, under the reins of Rahul Bajaj, the third

generation head of the company, Bajaj Auto began to grow and create the image of a reliable scooter brand in India.

Introduction cont... - Next Page >>

1] Gopalan Murali, “After Fixing Past, Bajaj Auto Turns to Build Future,” www.thehindubusinessline.com, September 30, 2010
2]Piaggio, an Italy-based company, was started by Rinaldo Piaggio in 1884. The company initially produced railway carriages and engines and also entered aircraft production. In the later years, it manufactured everything related to transportation – cableway cars, trucks, trolley buses, trams, and trailers. In 1946, Piaggio came up with Vespa scooter model, which became very successful.

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