Thesis ON Buying Behavior/pattern of Bicycles With Regard To Indian Market - An Analysis of ATLAS

THESIS
ON
Buying Behavior/pattern of bicycles with Regard to Indian Market –

An analysis of ATLAS
INTERNAL GUIDE: EXTERNAL GUIDE:

PROF. VIJAY KR. BODDU MR.SUNIL KHANNA
SUBMITTED TO:
PROF. SUMANTA SHARMA
DEAN (PROJECTS)
SUBMITTED BY:
TUSHAR PATIYAL
ALUMNI ID NUMBER: DF/08/10-022
PGP/FW/2008-10
ABSTRACT
Indian Institute of Planning and Management, New Delhi.
People don't care how much you know until they know how much you care - about them and
their problems." Robert Cavett –
With an annual turnover of more than 15 million bicycles, the bicycle industry is one of the
most established industries in India. It has raised the country's position to that of the second
largest bicycle manufacturer in the world, next only to China. India has seen a tremendous
increase in the number of bicycle manufacturers and bicycle exporters in the recent past. Today,
the Indian bicycle manufacturing and bicycle spares industry is well accepted and is also widely
recognized for its quality standards in international markets. There is a significant scope for
export of Indian bicycles, bicycle spare parts and bicycle accessories. The approximate export
and import figures of bicycle for the year 2009-10 are Rs.140 crore and Rs. 26 crore,
respectively. The total production of all kinds of bicycles in the organized sector has been 112
lakh numbers during the year 2009-10. The industry has been delicensed and is allowed 100 per
cent FDI under automatic approval as per FEMA GUIDELINES
Total number of units producing Bicycles in India
Total No. of Units in Bicycle 4400
and parts
No. of Units in Organised Sector 700
No. of Units in Small Scale Sector 3700
Concentrations of units in INDIA Hero Honda, Tube

Investments of india,Atlas
Cycles,Hamilton industries,
Rmi cycles, national bicycle
corp.ofexcept
Most bicycle components, spares and bicycle accessories in India, india for free wheels and
single piece bicycle hubs, are manufactured by the Small Scale Sector (SSIs), while the large
scale units are permitted to manufacture bicycle frames, chains and rims for captive
consumption. Manufacture and export of complete bicycles falls within the purview of the
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Organized Sector. The Indian bicycle industry is currently in the midst of making endeavors for
enhanced and increased bicycle exports since the scope for export of Indian manufactured
bicycles in the international market is significant. As per public reports the present level of
exports falls within the range of Rs. 170 crores. This includes Bicycles, bicycle spare parts and
bicycle accessories.the demand of bicycle space pad is increasing day by day.
A popular means of transportation in various areas of the world today, the bicycle actually
evolved from a little wooden horse with a fixed front wheel, in France in the 1790's. This model
was improved in Germany in 1817, by Baron Karl von Drais. The model for the modern bike
was the "safety bicycle", invented in England in the early 1880's, with a chain, sprocket driving
rear wheel and equal sized wheels. The years that followed saw the further development of the
bicycle with pneumatic tires, two and three speed hub gears, and the dérailleur gears, which was
the last major innovation of bicycle design until the 1970's. Bicycles today offer more than just
the simple pleasure of cycling. From fitness and trekking to racing, bicycles today cover a much
broader spectrum of activities than in the days of their predecessors.
To face the challenges of global competition, a thrust on quality and constant innovation has
been an integral part of the philosophy of Atlas. This stress on detail has resulted in Atlas taking
a proud place amongst the well known brands in the world. Domestic success led to international
acclaim. Today, Atlas cycles as well as components are exported to over 38 countries, among
them advanced countries like Italy, Holland, U,K., Japan ,Singapore and Australia.
Recognized as leaders of the bicycle world, it was the next step for Atlas to start exporting
expertise, lending know-how, and setting up bicycle plants in several countries. A company
inspired by grit and nurtured by the will to excel. Atlas Cycle Industries Ltd{sonipat &
saibabad}. is today racing along in the fast track of success. Inspite of the fierce competition
from TUBE INVESTMENTS, AVON, HERO, HAMILTON, RMI INDUSTRIES, and many
more the ATLAS CYCLES (HARYANA) LTD, has been able to a fair market share and is still
the leader for the bicycle industry. My main objective is to determine the marketing strategies of
Atlas Cycles and the competitors and to do the comparative analysis, and target on the potential
customers and which model of that segment to follow up and thereby suggesting the company to
attack which segment.
THESIS APPROVAL LETTER

From: Rajiv <thesis@iipm.edu>
To: archish_kapoor@yahoo.com
FW (08-10) Alumni ID: DF/08/10-M-022

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Sent: Tue, 27 April, 2010 5:14:42 PM

Subject: Thesis Topic Approval (M) FW 08-10
Dear tushar patiyal,
This is to inform that your thesis proposal on “Market Mapping Study in Bicycle Segment : A
Case of ATLAS”, to be conducted under the guidance of Mr. Sunil Khanna is hereby approved
and the topic registration id number is DF/08/10-M-022
Make it a comprehensive thesis by ensuring that all the objectives as stated by you in your
synopsis are met using appropriate research design; a thesis should aim at adding value to the
existing knowledge base.
You are required to correspond with your internal guide Prof. Alpi Jain at alpi.jain@iipm.edu
Ph.-0124-3350709 by sending at least four response sheets (attached along with this mail) at
regular intervals before 30th June 2010 last date for thesis submission.

Regards,
Prof .Sumanta Sharma
Dean (Projects)
IIPM
Sumanta.sharma@iipm.edu
Phone:
+91 0124 3350701 (D)
+91 0124 3350715 (Board)
CERTIFICATE FROM GUIDE
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This is to certify that this thesis report titled " Buying Behavior / pattern of bicycles
with Regard to Indian Market – An analysis of ATLAS ” was prepared and

completed successfully by TUSHAR PATIYAL under my guidance.
The thesis has been completed to my satisfaction and I wish him all the best in his future
endeavours.
Mr. SUNIL KHANNA
Chief General Manager (Finance)
(Authorized Signatory)
THESIS SYNOPSIS
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Name: TUSHAR PATIYAL
Section: F-5
Batch: IIPM/FW 08-10
Phone 9811553489,9891615500
number
Email Tushar_patiyal@yahoo.co.in
address
Thesis Topic Buying Behavior / pattern of bicycles with

Regard to Indian Market – An analysis of
ATLAS
Specialization Marketing
Area
INTRODUCTION
A man had a dream .To provide quality bicycles to his countrymen at

reasonable prices.The man was Late Shri Janki Das Kapur. The dream :
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Atlas Cycle Industries Ltd. A modest beginning in an improvised shed at

Sonepat. This was transformed into a 25 acre factory complex in a record
period of 12 months .In the very first year of operation 12000 Atlas Cycles
rolled out of the plant. Atlas has since then exported to over 35 countries.
By 1965, Atlas had emerged as India's largest cycle manufacturer. Greater
demand, higher production and ever-expanding markets made Atlas a
name to reckon with. Atlas Goldline was an instant success all over the
country. Then came the Funfleet range of sports bikes which took the
market by storm. The racer bike of international class, Atlas Pro-10, was
the new breed of cycles to roll out of the Atlas plant. With growing demand
for its products came the need for achieving self-sufficiency in specialised
bicycle component. The frontiers kept expanding. A second cycle plant at
Sahibabad raised the production capacity to meet ever growing
demand.New expansions.New entrants. At Atlas this is a process that
never seems to stop. An Atlas cycle to suit every individual taste and
requirement. The promise of Atlas. The dream of one man fifty years ago.
The dream continues. To clock new records, new innovations, new
ventures .
Objective
 To know market position of Atlas cycles in the bicycles market.
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 To know buying pattern of bicycles in Indian market scenario.
 The other objective is to know about the customer satisfaction

level associated with the product and the customer preference
level with Atlas cycles.
 To calculate the demand of Atlas cycles in Delhi & NCR
 To study the factors affecting the buying behavior.
HYPOTHESIS TESTING
To know the demand of market in capital city is a tough task because

market says something and does something. There are many companies
into this product in the market and it is a tough task to establish a Brand in
market which atlas has done quite successfully so far, Furthermore
studying in detail how consumers place there preferences on buying such
products.
RESEARCH METHODOLOGY
Sources of Data
The sources of data collection methods are as follows.
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a) Primary data:-
To collect the primary data questionnaire is prepared structure non-

disguise questionnaire is prepared.
b) Secondary data:-
For the present study; secondary data are already collected by the
company’s records,website ,magazines and other library’s books.
Tool Used :- pie chart and the bar graph will used for the analysis of
primary data.
Sampling Method: Random sampling and simple sampling strategy will be

supporting to this project.
Sample size:-
For the purpose of proper survey, there is need of perfect research

instruments to find out sample size for more accurate result about buying
behavior of market products. The sample size is 100 respondents.
Target Audience:
 Customers from the urban and the rural areas
SCOPE OF THE WORK
 It analyses the benefits accruing to the company as a result of

Demand created in the market.
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 This study has been made to find the level of satisfaction the
customer has regarding the product offerings of the company
JUSTIFICATION OF THE CHOOSING TOPIC
Company wide network in India for sourcing of right products combined

with years of expertise keeps us many steps ahead of all bicycles
manufacturers in the country. Over the years we have developed an
excellent process for manufacturing, and delivering the goods worldwide,
especially in the Indian markets.
DETAILS OF THE EXTERNAL GUIDE
Name : Mr. Sunil Khanna
Qualification : B.com.(Hons), F.C.A, D.B.M
Designation : Chief General Manager (Finance)
ACKNOWLEDGEMENT
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Through this acknowledgement I express my sincere gratitude towards all those people who
helped me in this project, which has been a learning experience. I am thankful to my project
guide Major Mr. SUNIL KHANNA and PROF. VIJAY KR.BODDU for guiding me throughout this
study without his help this dissertation would have not be completed.
I appreciate the co-ordination extended by my friends and also express my sincere thankfulness
to the entire faculty members of Indian Institute of Planning & Management, Delhi, giving me
the opportunity to do this thesis and also assisting me for the same. I owe everything in this life
to my parents who are a constant source of inspiration and pillars of support.
TABLE OF CONTENT
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S.NO TOPIC PAGE NO.
1 ABSTRACT 2
2 THESIS APPROVAL LETTER 4

3 CERTIFICATE OF ORIGINALITY 5
4 THESIS SYNOPSIS 6
5 ACKNOWLEDGEMENT 11
6 INTRODUCTION 13
7 COMPANY PROFILE 40
8 RESEARCH OBJECTIVES AND METHODOLOGY 50
9 FINDINGS AND ANALYSIS 57
10 CONCLUSION 77
11 BIBLIOGRAPHY 79
12 ANNEXURE 82
INTRODUCTION
With changing consumer preferences, the Indian Bicycle Industry is booming increasingly
competitive. Consumer markets today are witnessing change at a rapidly not seen before and
offer new opportunities and challenges. To stay competitive and growing, bicycle makers have to
bring out newer models at affordable rates to cater to changing customer tastes at regular
intervals. Leading bicycle makers like Atlas Cycles are endeavoring to blend the traditional and
the modern by offering affordable bicycles for all age groups across various categories.
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Consumer aspirations are fast changing. Even the age-old sturdy roadster models are being
given a new look in a range of colors. Advertising and promotion have become a necessity to
stay ahead in the market. Celebrities have been signed on as brand ambassadors to help in
establishing an emotional connection with customers..
Atlas cycles, for instance, has launched Samrat, an extra sturdy bicycle for the masses in the
roadster segment. Noted film star Sunil Shetty, the brand ambassador for Atlas roadster range of
bicycle features in the launch advertisement campaign of Samrat. Especially designed for Orissa,
North Bihar and U.P. markets, the unique feature of Samrat is its center pull brake system along
with heavier side stands, an extra coat of paint and extra strong tyres. These features will give
added support to the rider and help withstand adverse weather conditions and would have
increased longevity.
In present Scenario, Atlas Cycles has always taken lead and acted as a change agent in Indian
panorama. Upto the decades of eighties leather saddle was liked and used in many of the Indian
states. In the last decade’s availability of leather started seriously shrinking affecting bicycle sale
adversely. At the point of time the late President of Atlas Cycles Mr B D Kapur took lead and
introduced PVC saddle top as substitute of leather. Though, initially it met with resistance but by
today PVC saddle top almost substituted leather saddle effectively. Atlas Cycles is highly pro-
active towards environment conservation & preservation. Atlas Cycles, Sonepat has been
participating and representing in United Nations Organisation at different platforms of Cleaner
Production, Global Compact, etc to raise Indian bicycle industries concerns at international
level.
The market growth in cycle industry is seeing an all time low in recent times. Hit badly by
increase in price rise of steel and raw material, it has become difficult for masses to cope with
general price increase in Roadster segment, which is normally a mode of conveyance for
consumer.
Keeping in view the changing trend the company is reviewing its approach to consolidate its
position in the fancy/sports segment of bicycles. The series is to targeted towards age group of 3-
5 years, 6-10 years and 12-15 years of kids and youth respectively. This has been done keeping
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in mind the radical change the bicycle industry is going through. The research & development of
Atlas is working to cope up for this big shift from roadster to fancy segment.. With major
globalization taking place, Atlas is also planning to diversify into other FMCG products for
which talks are in advance stages for international tie ups. Hence in future, Atlas apart from
efforts to bring its turnover to 800 crore by March 2010, would also focus to gain momentum,
work on fiscal consolidation & doubling growth prospect in next two years. The expansion is
aimed to be a Multiproduct Company.
Atlas Cycles Haryana registered a 10% growth in net profit to Rs 64.7 million for the year ended
June 2009 from a profit of Rs 5.9 million for the quarter ended June 2008 but due to increase in
the cost of material net profit during the year ends 2009 from 3.89 million from 4 million. The
newer fancy bicycle segment has also managed to create a strong presence in the market with a
high growth rate of over 15%. Newer models in arrange of attractive designs and colors catering
primarily to middle class youngsters in schools and colleges are being introduced in this
segment. These include Stud , Tank, Nucleus, Inferno, centre Shox, Formula-I , ,Velocity,
Vogue, Pacific(Sr. & Jr), Double impact, Turbo, Dove, Spice-G, Swan, Monalisa and Minica.
In addition to the above, the children’s bicycle segment has also shown upward trends in
terms of sales and popularity. The opportunities within this segment are tremendous and it is fast
becoming one of the key focus areas of bicycle majors. Targeted advertising campaigns are also
being developed to attract the immediate attention of children.
Aiming to further increase its presence in the children’s bicycle segment, Atlas Cycles (Haryana)
Ltd., India’s leading bicycle maker has recently launched its new range of children’s bicycles-
Atlas Lil Devils Series. Affordably priced at Rs 1200/- to 1400/-, the series includes four models
– Atlas Chunmun , Atlas Simba, Atlas Crazy Toons and Atlas Beetle. The bicycles are available
in a host of attractive colors and designs.
With all these changes, the Industry seems to be coming of age with changing
consumer tastes. Fuelled by high levels if media exposure. Today’s consumers young or old
seem to accept change more easily than they previously did. More dispensable income with the
younger population is driving most business. The challenge for all of us would be to keep
cycling and bicycles firmly in consumer’s minds and consideration set as not just a poor man’s
vehicle but as desirable companion for all age groups. The road ahead is long but with increased
focus on R&D , machinery and distribution channel upgradation with better image management
it won’t be long before India will make a mark for itself in the fancy bicycle segment in the
international markets.
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Indian bicycle industry
 is the second largest bicycle producer of the world

 is allowed 100 per cent FDI under automatic approval.
 is also widely recognised for its quality standards in the international market.
The future growth drivers:
 Higher GDP Growth

 Increasing Road Development
 Conservation of fuel and money if gasoline prices rise.
 Export will continue to be the biggest growth sector.
 Replacement of aging four wheelers
 Growing concept of second vehicle in urban areas.
The global bicycle industry, including bicycles, parts and accessories, is estimated to
have total retail sales in excess of $24 billion. The bicycle manufacturing segment of the
industry produces approximately 115 million units per annum
In 2000, world production of bicycles exceeded 101 million units. 41 million cars were
produced worldwide. (Source: http://www.earth-policy.org )
 As recently as 1965, world production of cars and bikes was essentially the same, with
each at nearly 20 million, but as of 2006 bike production had climbed to over 110 million
per year compared with 46 million cars. Bicycle production was 115 million units
globally in 2008, a 1.5% increase over 2006 .
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From 2009 U.S. Census data, as reported at Go Bike Boulder.
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Total No. of Units in Bicycle and parts 4400
No. of Units in Organised sector 700
No. of Units in Small Scale sector 3700 In a

survey
Concentrations of Units in India Most of the factories manufacturing
of
bicycles and parts are located in Punjab
and Tamil Nadu. Major companies in this
larger
industry are Hero Honda, Tube Investment cities,
of India, Atlas Cycles, Hamilton
Industries, R M I Cycles, National Bicycle
Corp. of India
Portland, OR had the highest percentage of bike commuters at 3.5
In the chart, "SOV" means Single Occupant Vehicle.
MORE than two out of five Indian households own a bicycle. That's a total of more than 83
million bicycles on the road. Assuming an average bicycle is made to last for seven years, this
would mean that replacement demand alone would add up to around 12 million bicycles each
year.
The proportion of households owning a bicycle varies from a high of around 70 per cent for
Punjab and UP to a low of around 30 per cent for Goa, Karnataka, Maharashtra, Kerala and J&K.
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A Look at the Bicycle Industry’s Vital Statistics

The U.S. bicycle industry was a $6.5 billion industry in 2009, including the retail value of
bicycles, related parts, and accessories through all channels of distribution, according to research
funded by the National Sporting Goods Association. For comparison purposes, we project the
industry at $6.2 billion in 2007, $6.3 billion in 2008, $5.8 billion in 2004, $6.1 billion in 2005
(an all-time high) and $5.8 billion in 2006.
Bicycle unit sales (for all bicycles, and for those with 20-in. wheels and above) for the U.S.,
including both the dealer and mass merchant channels are as follows:
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Bicycles Sold (Millions) 20" and above

Year Bicycles Sold (Millions), all wheel sizes
wheel sizes
2007 12.8* 18.2*
2006 12.7* 18.2*
2005 14.0* 19.8*
2004 13.0* 18.3*
2003 12.9* 18.5*
2002 13.6* 19.5*
2001 11.3* 16.7*
2000 11.9* 20.9*
1999 11.6* 17.5*
1998 11.1* 15.8*
1997 11.0* 15.2*
1996 10.9 15.4
1995 12 16.1
1994 12.5 16.7
1993 13 16.8
1992 11.6 15.3
1991 11.6
1990 10.8
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1989 10.7
1988 9.9
1987 12.6
1986 12.3
1985 11.4
1984 10.1
1983 9
1982 6.8
1981 8.9
...1973 15.2 (record high)
Source: Bicycle Manufacturers Association, and apparent market consumption based on U.S.
Department of Commerce import statistics, and estimates of domestic market production by
National Bicycle Dealers Association and Gluskin Townley Group, LLC.
* indicates projected figures
DISTRIBUTION CHANNELS
Bicycle sales are accomplished in this country through four primary and distinct channels of
distribution — the specialty bicycle retailer, the mass merchant, full-line sporting goods stores,
and "other," which is comprised of a mixture of retailers, including multi-sport stores such as
REI, outdoor retailers and mail order.
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Department, discount and toy stores sell mostly price-oriented products. Approximately 73% of
bicycle units were sold through the mass merchant channel in 2008, but this represented 36% of
the dollars due to the average selling price of $77.
The approximately 4,400 specialty bicycle retailers feature higher quality merchandise, and also
rely on adding value through added custom services such as bike fitting, expert assembly and
repair. This channel commanded approximately 17% of the bicycle market in terms of unit sales
in 2007, but 49% of the dollars, a dominant dollar share. Dealer price points generally start at
around $200, with the average at approximately $453, though prices can range into the
thousands. While the number of specialty bicycle stores has declined in recent years due to
consolidation, they are responsible for approximately the same amount of business through these
fewer (but larger) stores,
and this is the only distribution channel that maintained or increased average retail bicycle
selling price in recent years. The recent trend has been for mass merchant gains in unit sales
market share, but stability in dollar market share due to declining prices in the mass segment.
Chain sporting goods stores sold approximately 7% of the bicycles in 2007, and 9% of the
dollars, at an average price of $202. These are merchants that fall somewhere between mass
merchant and bicycle dealers on the spectrum, and include merchants such as The Sports
Authority, Champs Sports, JumboSports, Sportmart and Big 5.
The "other" category sold 3% of the units, representing 6% of the dollars, with an average price
of $314.
Specialty bike dealers commanded the vast majority of parts and accessories sales, and virtually
100% of the service market. They dominate the market in bicycles selling for $250 and up.
CYCLING PARTICIPATION
43.1 million Americans age seven and older were estimated to have ridden a bicycle six times or
more in 2005, according to the National Sporting Goods Association. This was up slightly from
2004, when 40.3 million rode a bicycle six times or more. The peak participation year was 1992,
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with 54.6 million participants. It should be noted that the age limit on this number eliminates
millions of young people who ride bicycles with wheel sizes 19" and under. Cycling is the
seventh most popular recreational activity in the U.S., behind exercise walking, swimming,
camping, fishing, exercising with equipment and bowling.
Bicycles and related products appeal primarily to a recreation market in the United States.
Recent figures cited in an industry trade publication show that 94.5% of those who ride bicycles
do so for recreation or fitness, 0.3% for racing, and approximately 5.2% for transportation, a
growing market that is important for the industry because it establishes cycling as a legitimate
part of the nation’s transportation mix. Bicycles are clearly much more than toys, and their
combination of utility and recreation use continues to justify support for cycling-friendly roads,
trails and related facilities. Cycling facilities construction is at an all-time high. This continues to
be an important factor in the industry’s growth, as bicycles continue to provide Americans with a
clean and healthy transportation alternative. Bicycle use continues to be a potential solution for
improving peoples' health, as well as contributing to more livable communities.
RECENT HISTORY: OVERVIEW
The industry’s high point, in terms of unit sales, was the so-called "bike boom" in the 1970s. The
boom ended suddenly when the industry reached a rapid saturation point and did not have
breadth of product choices to sustain sales levels.
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Today, the industry has a much stronger foundation, with an estimated 2,000 companies involved
in manufacturing and distributing cycling products to retailers, and approximately 100 different
bicycle brand names to choose from. A wider variety of product is being sold to a wider range of
consumers than ever before. Since the "boom," no part of the bicycle has remained unchanged,
with fundamental improvements in design and materials being the norm throughout the industry.
Today’s quality bicycles are more comfortable than ever before, the components more function-
specific and reliable, and new and exciting features are introduced regularly. This allows
professional retailers many options to match the right bike to each consumer — male or female,
big or little, frequent or infrequent rider, status-conscious or not.
The success story of the mountain bike has been the focus of much of the specialty industry in
recent years. The category has apparently matured, however, and it represented 28% of all
bicycles sold in the year 2007 by specialty bicycle stores, according to estimates from the NBDA
(representing bicycle stores, not mass merchants). This figure was down from the years 2005 and
2006, and from the high point of approximately 60% several years before. However, mountain
bikes continue to be the largest single bicycle category for specialty bicycle stores. The decline
may also be somewhat misleading, because the "comfort bike" category could actually be
considered a modification of the mountain bike, and are comparable in many ways to low-end
mountain bikes. "Comfort" bicycles look a lot like mountain bikes, but feature soft saddles, more
upright seating position and easier gearing than the traditional mountain bike. The unit sales
trends by category are below:
Specialty Bicycle Sales By Year, Units, 2005-2008
2005 Unit 2006 2007 Unit 2008 Unit

Category
% Unit % % %
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Mountain 28.8 28.5 28.0 27.7
Comfort 14.2 14.0 15.0 15.0
Hybrid/Cr 17.0
13.9 15.0 16.5
oss
Cruiser 5.5 6.0 6.5 6.5
Road/700 16
16.4 17.0 15.0
C
Youth 18.8 16.5 16.5 17
Other 2.4 3.0 2.5 2.5
Bicycle Production of Selected Countries, in Millions
1986-2000
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Country 1986 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
India 5.3 8.4 8.8 9.0 9.9 10.5 11.5 11.3 11.0 10.5 11.0 11.0
China 41.0 31.9 36.8 40.3 41.0 42.0 41.0 38.0 30.0 23.1 42.7 52.2
France N/A 1.5 1.2 1.0 1.0 1.3 1.3 1.3 1.3 1.6 1.8 1.9
Germany 2.9 3.9 4.9 4.6 3.5 3.2 2.9 2.8 3.2 3.2 3.2 3.2
Indonesia 2.0 2.0 2.0 2.2 2.5 2.8 3.0 2.3 3.0 2.8 2.6 N/A
Italy 1.6 3.5 3.6 4.1 5.2 5.8 5.3 4.0 4.0 3.0 3.3 3.2
Japan 7.8 8.0 7.5 7.3 6.9 6.7 6.6 6.1 6.0 5.9 5.6 4.7
Korea 2.6 1.5 1.5 1.3 1.1 1.2 N/A 0.9 0.8 0.6 0.6 N/A
Malaysia N/A 0.3 0.4 0.6 0.7 0.8 0.8 0.5 0.8 0.7 0.8 N/A
Taiwan 9.9 6.8 7.7 7.5 7.9 9.2 9.7 7.4 11.9 10.1 8.3 7.5
Thailand 1.0 0.7 0.8 1.0 1.0 1.1 1.8 1.5 1.8 1.6 1.5 N/A
United
1.2 1.3 1.2 1.2 1.1 1.2 1.2 1.2 1.3 1.2 1.3 1.2
Kingdom
United States 5.8 5.6 7.6 8.9 7.7 7.3 8.8 8.0 6.0 2.5 1.7 1.1
Sources: Bicycle Retailer & Industry News, Cycle Press, European Bicycle
Manufacturers Association, Japan Bicycle Promotion Institute,
and Bike Europe
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Sources: Bicycle Retailer & Industry News, Cycle Press, European Bicycle
Manufacturers Association, Japan Bicycle Promotion Institute, and Bike Europe
China manufactured a record 52 million bicycles in 2000—over half the world total. Nearly two
thirds of these were exported, with 17 million going to the United States. The United States itself
produced just over 1 million bikes, down sharply from the 1995 output of nearly 9 million. With
over 43 million cyclists, the United States is the world's largest bicycle export market, with
imports meeting 97 percent of demand.
The European Union, led by Germany, produced some 12 million bicycles in 2000. Italy closely
trails German production of 3.2 million bicycles, although cycle sales in Germany reached 5.3
million in 2000, compared with 1.6 million units in Italy.
India produced more than 11 million bicycles. Most of these are ridden domestically or shipped
to Africa. Africa is a potentially large bicycle market, but recently sales have declined in many
countries despite the continued need for low-cost, non-motorized transportation.
In Copenhagen, one third of the population commutes to work by bicycle. By 2005,

Copenhagen's innovative City Bike program will provide 3,000 bicycles for free use within the
city. The city's total cycle fleet is expected to grow, as city planners intend to increase already
high car parking fees by 3 percent annually for 15 years, impose high fuel taxes and vehicle
registration costs, and concentrate future development around rail lines.
Stockholm, one of the world's wealthiest cities, has seen car use decline in recent decades. There,
urban development is concentrated around city centers, allowing for greater public transportation
efficiency. Rail and buses are linked with pedestrian and bicycle-oriented routes. In all of
Sweden's urban areas, 1 out of every 10 trips is taken by bicycle, about the same number by
public transit, and almost 40 percent on foot. Just 36 percent of trips are taken by car, a low for
Europe. In the Netherlands, bicycles are used for 27 percent of all trips.
Yet with the world automobile fleet climbing to over 530 million, bicycles are losing out to a
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growing collection of motorized vehicles in some parts of the world. In Beijing 10 years ago, 60
percent of all trips were made on bicycle. Now that incomes have risen, residents have begun to
favor the car, which is viewed as a symbol of progress, and bike trips have fallen to 40 percent.
In Shanghai, where many major streets have recently been closed to bicycles during rush hour,
the share of trips made by bike has dropped to 20 percent. The Shanghai government reportedly
has plans to ban bicycles altogether from the city center by 2010.
In the United States and Canada, where development is much less concentrated, 84 and 74
percent of trips are made by car respectively. In both countries, only about 10 percent of trips are
pedestrian, and just 1 percent is by bicycle. Many residents use bicycles for recreation, not for
transit.
Cities at risk of being overrun by polluting, land-hungry automobiles could benefit by ensuring
that bicycles receive consideration in transportation planning and urban development schemes.
Tax incentives can encourage development in areas close to mass transit, and trains and buses
can be equipped to carry bicycles. Making streets and pathways safer and accessible to cyclists
will encourage more people to pedal to work and to use bikes for recreation.
Annual world bicycle production has grown to more than double automobile production since
the mid-twentieth century, when the two nearly coincided. The bicycle is an affordable, space-
efficient, low-maintenance method of personal transportation, and its usefulness promises future
growth in the industry.
The Worldwide Bicycle Market, in Millions,

1997-1998
Production Imports Exports
Country 1997 1998 1997 1998 1997 1998
India 11.00 10.50 N/A N/A 2.50 2.00
China 30.00 23.10 N/A N/A 14.4 17.6
Taiwan 9.40 10.50 N/A N/A 8.95 9.55
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India 11.00 10.50 N/A N/A 2.50 2.00
Europeon Union 11.30 10.69 5.07 4.90 1.31 0.93
U.S.A 6.20 2.50 9.80 13.90 0.28 0.21
Japan 5.98 5.72 1.6 1.84 0.21 0.32
Indonesia 3.00 2.80 N/A N/A 0.13 0.10
Germany 2.82 3.0 1.77 1.92 0.3 0.42
Thailand 1.80 1.60 N/A N/A 0.18 0.80
France 1.29 0.92 1.15 1.14 N/A 0.23
Malaysia 0.80 0.70 N/A N/A 0.05 0.04
Korea 0.76 0.65 N/A N/A 0.11 0.12
Sources:
Japan
120 Bicycle
100
80
60
40
20
0
1986 1988 1990 1992 1994 1996 1998 2000
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Promotion Institute, The Bicycle Council, U.S. Department of Commerce,

European Bicycle Manufacturers Association, Cycle Press, Bike Europe,
Bicycle Retailer & Industry News.
Top 12 Sources of Bicycle Imports into the Europeon Union

in 1998, 1997 and 1996 (In Thousand of Units)
Country 1998 1997 1996
India 328 379 383
Taiwan 2725 2699 2444
Poland 403 415 335
Czech Rep 361 358 288
Philippines 178 127 N/A
Vietnam 134 46 N/A
U.S.A. 124 149 118
Lithuania 116 122 88
Turkey 96 156 N/A
Thailand 64 160 123
Indonesia 58 74 65
Sri Lanka 49 31 N/A
FW (08-10) Others 262 275 AlumniN/A

ID: DF/08/10-M-022
Total 4898 Page 294991 4471
Sources: European Bicycle Manufacturers Association.
Bicycles Ownership in Selected

Countries
1996-1997
Country Bikes Total Bikes Per Person
India* 450,000,00 0.06
China** 450,000,000 2.6
U.S.A*** 100,000,000 2.6
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Japan 72,740,000 1.7
Germany 63,000,000 1.7
Brazil 40,000,000 4.0
Italy 26,500,000 2.2
Indonesia 20,000,000 9.6
Netherlands 16,500,000 1.0
South Korea 6,500,000 2.6
Switzerland 3,800,000 1.8
*1992 Figures. **1995 Figures, ***1985-1988 Figures.
Sources::Cycle Press and Maria Lowe, The Bicycle: Vehilce for a Small Planet, Worldwatch Institute,
1989, p. 11-12;Motor Vehicle Manufacturers Association, Facts and Figures, Detroit, MI: various
editions;.
How many bicycles are there in the world?
It is estimated that more than a billion bicycles are present in the world, with
nearly half of them in China. Below is a table with the major countries:
Country Quantity Year

China 450,000,000 1992
USA 100,000,000 1995
Japan 72,540,000 1996
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Germany 62,000,000 1996

India 30,800,000 1990
Indonesia 22,300,000 1982
Italy 23,000,000 1995
UK 20,000,000 1995
France 20,000,000 1995
Brazil 40,000,000 1996
Netherlands 16,500,000 2000
Canada 10,150,000 1992
Spain 6,950,000 1995
Sweden 6,000,000 1995
South Korea 6,500,000 1985
Mexico 6,000,000 1986
Belgium 5,200,000 1995
Rumania 5,000,000 1995
Denmark 4,500,000 1995
Switzerland 3,800,000 1996
Hungary 3,500,000 1995
Australia 3,300,000 1995
Finland 3,250,000 1995
Norway 3,000,000 1995
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POSITIVE TREND IN EXPORTS:-
India's Exports of Bicycle & Bicycle Parts
2000- 2001- 2002-

SI.No Product
2001 2002 2003
1 Bicycle free-wheels 3.544 3.534
2 Bicycle hubs 3.5427 5.7538
3 Bicycle rims 5.7753 4.1902
4 Bicycle spokes 3.9608 5.1248
Bicycles and other cycles (including delivery tricycles)

5 26.854 34.0979 28.4801
not motorised
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6 Bicycles and parts 39.3436 133.0237 131.7516
7 Bicycles, not motororised 26.4861 33.8126 28.1771
Brakes, incl. coaster braking hubs & hub brakes & parts
8 4.6245 3.412 3.2111
thereof
9 Frames, forks & parts thereof 7.8316 8.7719 7.4479
Hubs, other than coaster braking hubs and hub brakes,

10 46.7238 50.1123
and free-wheel sprocket-wheels
11 Invalid carriages not mechanically propelled 0.0062
0.0117
12 Invalid carriages, whether or not motorised or otherwise 0.0335 0.0554
mechanically propelled
13 Other invalid carriages 0.0273 0.0554 0.0117
14 Others 30.2266 33.1735
15 Others 39.6371 40.8244
Others (cycles, rickshaws, delivery cyles, cycles,

16 0.3679 0.2853 0.303
tricycles, toy bicycles, etc), not motorized
17 Wheel, rims and spokes 39.9627 42.4885
Currency: US $ Million Source: DGCIS
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MAJOR PLAYERS IN THE INDIAN BICYCLE INDUSTRY:-
TUBE INVESTMENTS OF INDIA LIMITED:-
TI Cycles of India, one of the leading bicycle manufacturers in India, started in 1949, has been at
the forefront of innovations and is a pioneer in the market of cycles. TI cycles are the makers of
country’s most famous brands like Hercules, BSA and Philips cycles. The company’s vision is to
be a worldwide leader in cycling and cycling solutions by “instilling the pride of ownership in
the customers”.
Brands:
- the flag ship brand of TI cycles portfolio, this brand of ours is still as young as
ever. Hercules stands for a unique pride of possession - anchored in the time-tested values of
heroism and integrity, to which the brand’s customers subscribe in their own lives.
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- Another Flagship Brand of TI cycles, BSA stands for Birmingham Small Arms. It
signifies the joy of cycling; fun and comfort go hand in hand with BSA. BSA today is an
intrinsic part of the Indian family with cycles for everyone - kids, teens and adults.
Certificates: Certified with ISO 9002 and ISO 14001.
Exports: TI Cycles is an exporter to many regions across the global - Europe, South East Asia
and Africa; being some of them.
AVON BICYCLES:
Avon Cycles came into being in 1952 when the first batch of 250 bicycles rolled out of its plant.
AVON is the only group anywhere in the world with full backward integration. They have
facilities for making almost all the parts, including Steel Balls needed for their Bicycles. This
places them a cut above the rest when we talk of quality born of work culture. They did not
venture into Tyre and Tubes, these being in a different discipline, altogether. To meet their
expanding requirement of raw materials, they added facilities for making Steel Strips, Steel
Tubes and Hot Rolled Steel, achieving full backward integration, unmatched and unequalled
anywhere else.
HERO CYCLES:
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Hero Group ranks amongst the Top 10 Indian Business Houses comprising 20 companies, with
an estimated turnover of US$ 3.2 billion during the fiscal year 2005-2006. Hero Cycles Limited
is a Guinness Book Record holder since 1986 as the world's largest manufacturer of bicycles,
with annual sales volume of 5 million bicycles in FY 2006. World Bank has acclaimed Hero
Cycles as a role model in vendor development based on a world-wide study. From a modest
beginning of mere 639 bicycles in the year 1956, Hero Cycles products over 18500 cycles a day
today, the highest in global reckoning. With the 48% share of the Indian market and with more
than Rs. 10000 Crore turnover annually., it is one of the largest bicycle manufacturer.
ATLAS CYCLES
Established more than 5 decades ago under the pioneering efforts of Late Rai Bahadur Shri Janki
Das Kapur, the company begins its activities by manufacturing bicycles saddles as a small
business enterprise. In the very first year, 12000 cycles were rolled out. Since then, Atlas has
grown and achieved the distinction of becoming one of the largest manufactures of quality and
strong brand presence, it has emerged as a natural choice of customer. Today as the India’s top
cycle brand Atlas –continues to maintain an enviable status in India and abroad. Atlas is proud to
be one of the top bicycle producing companies in the world, with a capacity to produce 4 million
bicycles per year. Atlas has earned not only brand loyalty but also millions of satisfied customers
in India and abroad. This is corroborated by the fact that Atlas Bicycles are being used in over 85
countries.
OUTLOOK FOR THE FUTURE:-
The outlook for the future in bicycles is positive, though stability is the story of the recent past.
The bicycle industry is a seasonal business that can be impacted by unusual weather, as well as
an industry that relies on discretionary spending impacted by economic conditions. Industry sales
of bicycles seem to be stable at over 15 million bicycle units annually, plus parts, accessories and
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service, which historically is a very healthy number for the industry. National trends related to
the green movement, environmental sustainability, the need to address health problems related to
inactivity, and higher gas prices also bode well for the future of human-powered transportation.
The federal government has also budgeted significant transportation money for construction of
bicycle-specific facilities such as bike paths and road improvements friendly to bicycles in the
coming years, which is another sign of the emergence of bicycling as an important form of
transportation.
COMPANY PROFILE
Atlas Cycles (Haryana) Ltd. Sahibabad (U.P.), India’s leading bicycle maker has earned the
coveted ISO 9001: 2000 certification from BSI (British Standards Institution) Management
Systems. Atlas Cycles has industry-recognized level of quality and service that gives customers
the assurance that every single cycle manufactured by Atlas has passed internationally accepted
and strict quality process checks.
1. BACKGROUND
Established more than 5 decades ago under the pioneering efforts of Late
Rai Bahadur Shri Janki Das Kapur, the company begins its activities by manufacturing bicycles
saddles as a small business enterprise. In the very first year, 12000 cycles were rolled out. Since
then, Atlas has grown and achieved the distinction of becoming one of the largest manufactures
of quality and strong brand presence, it has emerged as a natural choice of customer. Today as
the India’s top cycle brand Atlas –continues to maintain an enviable status in India and abroad.
Atlas is proud to be one of the top bicycle producing companies in the world, with a capacity to
produce 4 million bicycles per year. Atlas has earned not only brand loyalty but also millions of
satisfied customers in India and abroad. This is corroborated by the fact that Atlas Bicycles are
being used in over 85 countries.
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2. Five decades of Cycling Revolution
Atlas name is synonymous with the cycling revolution India. Since 5 decades the
company has enjoyed a position of eminence and leadership in the bicycle industry. This was
made possible because Atlas constantly strived to move ahead with never ending zeal,
technological upgradations, backward and forward integration and user friendly innovations.
Atlas logo has been derived from Greek God depicting the legendary hero holding the
world on his shoulders. Thus Atlas assimilates in itself aspirations of the millions in their
progress and transition through various phases in their lives.
3. THE PHILOSOPHY
Atlas Cycles strongly believes in the philosophy that customer satisfaction is paramount for
ensuring their long term loyalty. Keeping its spirit of “Racing ahead of Times”, Atlas Cycles
strives to move ahead with never-ending zeal, technological upgradations, rapid expansion and
user friendly innovations to be the trend setter.
4. THE ISO 9001:2000 CERTIFIED COMPANY
Atlas Cycles (Haryana) Ltd., Sahibabad (U.P.), India’s leading bicycle maker has earned the
coveted ISO 9001: 2001 certification from BSI (British Standards Institution) Management
Systems. Atlas Cycles has industry- recognized level of quality and service that gives customers
the assurance that every single cycle level manufactured by Atlas has passed internationally
accepted and strict quality process checks.
According to Mr. Girish Kapur, Joint President, Atlas Cycles (Haryana) Ltd., “Atlas Cycles
strives for total satisfaction of its customers by constantly upgrading the quality of its product,
both in strength and appearance and maintaining a culture of continuous improvement. Atlas
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cycles moves ahead with never-ending zeal , technological up gradations, rapid expansion & user
friendly innovations to be the undisputed leader in the world of bicycles & thus keeps producing
quality ‘cycles to match your lifestyles’. The coveted ISO 9001: 2000 certification is a step
forward in this direction.”
Atlas Cycles maintain and improve accuracy of inspection, testing and measuring
equipments through regular maintenance and calibration. The company has a strong dealer base
who is satisfied with the timely supply of quality products to them by Atlas. Atlas Cycles is a
staunch believer in achieving total customer satisfaction by projecting and enhancing the image
of the company for excellence in quality. This is achieved by constant training and orientation
programs of the employees to attain high level of quality consciousness.
The ISO certification is among the most comprehensive and difficult certificates to obtain,
which requires careful documentation of all quality management and evidence of a consistent
system in conformance with international standards.
5. THE MANUFACTURING UNIT
Atlas Cycles has three manufacturing units in Sahibabad (U.P.), Malanpur (M.P.), and Sonepat
(Haryana). With ever increasing demand for Atlas Cycles in India and abroad , manufacturing
units of Sahibabad (U.P.) and Malanpur (M.P.), with state-of-art facilities and latest production
technology were set up. Sahibabad unit is headed by Shri Jai Dev Kapur, President and is ably
supported by Shri Girish Kapur, Joint President, Shri Gautam Kapur, Joint President and Shri
Rishav Kapur, Vice president. The Malanpur Unit is headed by Shri Salil Kapur, President.
6. ATLAS IN-HOUSE RESEARCH AND DEVELOPMENT UNIT
The department of scientific and Industrial Research, Ministry of Science and Technology
, Government of India has recognized the In-House R&D unit of Atlas Cycle. Atlas feels
honoured by the fact that it is the only bicycle manufacturing unit whose R&D unit has been
recognized by the government of India.
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7. STEEL TUBE UNIT
Atlas has its own steel tube unit. It can manufacture 50,000 tones of mild steel and alloy
steel tubes per annum. Its computer controlled operations and modern equipment ensures the
vitally needed consistency in quality of steel tubes. Manned by qualified and highly experienced
technical staff, the unit is self- sufficient as it has its own slitting line and has a healthy and
congenial atmosphere.
8. A STRING OF FIRSTS
Atlas Cycles holds to its credit many innovations and also the introduction of many new
models in India. Amongst the several firsts:-
 Atlas introduced the first Racing Bicycle in India in 1973.

 Atlas Cycles won the Gold Mercury International Award in 1977. The first nd only
Indian Cycle Manufacturer.
 Atlas launched the 5 and 10 gears model for the first time in India in 1987.
 Atlas had the rare distinction of getting sole franchise as official supplier of bicycles to
9th Asiad.
 Atlas is the first Indian Cycle manufacturer to introduce twin suspension double shocker
bike.
 Atlas is the first Indian Cycle manufacturer to produce bikes with power braks i.e.
Macho Cycle.
9. GROWTH
The company’s accomplishments in terms of overall growth are noteworthy. In the year
1951 the company rolled out 12000 bicycles. Since then its operations have grown manifold and
today the company touches the figure of 10000 bicycles as its daily production. About setup
second plant at Sahibabad which is designed to produce 1.2 million bicycle annually. The current
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management took over this unit on 31st August 2003 and since then the production and sales have
registered a growth of 40%.
Keeping its spirit of “Racing ahead of Times”, this unit initiated technical up
gradations and launched cycle in fancy range surpassing the customer expectation and fulfilling
the demand of today’s life style.
The company is adding a new administrative block with modern facilities with a view
of providing an excellent working atmosphere. Already, an exclusive exports shed has been
constructed and is fully operational. The growth plan envisages setting up of state-of-art paint
shop in the near future.
10. THE PRODUCT RANGE
Bicycles these days are much more than just a popular means of transportation. They
cover a much broader spectrum of activities from fitness and trekking to racing bicycles.
Keeping these trends in mind Atlas Cycles has a wide range of bicycles including standard
roadster, mountain bike, SLR’s (sport light roadster), children’s bike, women’s bikes, city bikes,
fitness bikes and sporty exercisers. It has more than 150 models in various categories. Some of
the new models launched recently are Samrat , Swan, Stud, Tank Brave, Cheetah, Web King,
Crazy Toons, Turbo, Concorde Pro etc. The company has exclusive models for export which are
custom made as per buyer demand.
11. CUSTOMER PROFILE
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The bicycles are sold through a wide and dedicated network of dealers in the territories within
our jurisdiction. The government of Andhra Pradesh, Tamil Nadu, Pondicherry, Jharkhand and
Bihar are also customer of Atlas Cycles Sahibabad.
12. THE GLOBAL PHENOMENON
With a perfect assimilation of styles, technology and a focus on customer needs, Atlas started
exporting bicycles in 1958. Atlas has fomed strong strategic alliances overseas.
By offering wide range of products for almost all segments and age groups, it has strived
to be extremely market friendly and thus emerging as an internationally preferred brand. A fact
that is proven by its wide acceptance despite stiff market competition that is emerging globally.
Today Atlas bicycles are exported to over 50 countries around the globe.
Atlas Cycles are vey popular in Sri Lanka, Bangladesh, Middle East, South East, Asia,
Africa etc. They are also entering the markets in a big way in UK, Russia and Thailand.
13. THE BRAND AMBASSADORS
Atlas Cycles has signed on noted film star Suniel Shetty and Wimbledon Jr.
Champion Sania Mirza as brand Ambassadors for its new range of bicycles. Sania Mirza who
will be seen for the first time in an advertisement will be endorsing the Atlas Women’s range of
bicycles.
14. THE ROAD AHEAD
Keeping pace with the spirit of Racing ahead of Times, Atlas is Constantly trying
to innovate and offer products with a firm commitment to meet the emerging customer needs
thereby enhancing its brand image and acceptability in the global market place.
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Company is planning to expand its capacity by adding new plant and machinery. The
plan also entails setting up a modern paint plant with the view of offering customers a product
that matches international standards.
The R&D division is being an upgraded with latest computer added designing facility. Likewise ,
the latest testing facilities and balancing equipments are being added.
The company is strengthening its already fully computerized office system by adding latest
software.
SWOT ANALYSIS
 Complete manufacturing Solutions- From the drawing board to the streets the
envisaged and implemented within the company.
 Integration of higher level technologies – The technical assistance for the expertise in
the bicycle industry through outsourcing and collaboration in R&D field helps the
company to produce components at cheaper price.
 Understanding and integrating customer needs:- The gap between the supply and
demand has been bridged owing to the use of new softwares such as ERP and adoption of
customer oriented procedures leading to overall increase in efficiencies.
 Continuous Technology Up gradation:- Due to any new technology that is being

created is rendered obsolete after a short duration. To maintain the market strong- hold
upgrading of technology on a continuous basis is paramount. ATLAS CYCLES strives to
maintain its technology at par with the best in the world.
 Cost Competitiveness:- Due to the continuous hunt for cheap labour by the international
players, India has been looked upon as the most favourable places for doing business.
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 Global Logistics:- The breaking down of transnational barriers has popped logistics on a
global scale, this in turn proves to be enormously beneficial to the industry, and infused a
lifeline into it.
 High Quality and Productivity:- the company ensures high quality and productivity
through its latest technology which it gets from its counterpart, and ensuring that all the
employees and suppliers thrive for better quality and hence increasing the customer
satisfaction level.
 The bicycle industry adheres to high quality controls.
WEAKNESS
 Till recently many of the organized and unorganized players of the component
industry did not have access to the high levels of research and development
capability.
 The Bicycle industry experts are of the view that the industry is exposed to cyclic
downturns.
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 Most of the local players are dependent on the global majors for the latest technology
and R&D which in turn hampers their cost effectiveness since the major player is in
a better position to dictate terms.
 Inability to manage high input cost in comparison to its competitors
 Inability to focus on its Promotions
OPPORTUNITIES
 Bicycle companies in India are now focusing on urban markets and are looking to expand
their base in the professional and adventure categories.
The bicycle business is flourishing worldwide with the poor and the moneyed classes
alike are interested in using this mode to reach their destinations. It resulted in the global
companies experimenting with the change and spreading their wings.
 The cycle makers are optimistic that the fancy segment would grow to constitute nearly
70 per cent of the market by 2010.
 The future could also see Indian consumers upgrading to lighter sports cycles.
 High oil prices and concerns over climate change may encourage people to take up
cycling. The global industry’s steady production over the past decade demonstrates the
bicycle’s resilience and its promise for the future as a climate-benign, healthy, and
affordable transportation alternative.
THREATS
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 Emerging Economies are becoming volume drivers with their associated costs, quality
and productivity advantages.
 Market getting unified into a single integrated market.
 Development to global standards in a compressed lead time
 Imports pose price based competition in the replacement market.
 Solution for high volume and world class quality at low costs.
 The presence of a large counterfeit components market poses a significant threat.
 Further marginalization of smaller players likely.
 Like in many other sectors, the Chinese threat seems to have been overstated in the cycle
industry.
RESEARCH OBJECTIVES AND

METHODOLOGY
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Research Methodology
2.1 PRIMARY OBJECTIVE:-
The main objective of the project is
 To study the marketing strategies of Atlas Cycles and to compare them with its
competitors for the year 2009-10
2.2 SECONDARY OBJECTIVE:-
 To find consumer awareness about various Atlas Cycles brands in the market.
 To study the perception of the consumers about Atlas Cycles Brands vis-à-vis other
brands.
 Forecasting its potential for the upcoming years.
 To determine those strategies which can be the potential strength for the industry in the
upcoming years and thereby suggesting ways to increase the market share of the
company.
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2.3 PROBLEM DEFINITION
Over the last few years the bicycle segment has undergone a major change which is creating
direct impact on potential markets. So in the process the company has experienced high degree
of fluctuations in their market share.
2.4 NULL HYPOTHESIS:-
Hypothesis 1 (H o) : Atlas performance in Fancy segment will eventually help

company to obtain No-1 position in the overall bicycle segment.
Hypothesis 2(H o): Atlas provide complete satisfaction and services to its
customers.
ALTERNATE HYPOTHESIS:-
Hypothesis 1 (Ho): Atlas performance in Fancy segment will not help company to
obtain No-1 position in the overall bicycle segment.
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Hypothesis 2(H o): Atlas do not provide complete satisfaction and services to its
customers.
2.3 RESEARCH DESIGN
“Research is a common parlance refer to a search for knowledge.”
Explanatory & Conclusive Research
As the term suggests, provides insights and comprehension of the problem. We develop the
hypothesis rather than testing it. This type of research design is tentative and the type of research
is qualitative in nature. The outcome is that the findings are followed by further research which
has to be concluded. It aims at exploring in order to find out trends and shifts in consumer
patronage pattern.
Explanatory research is often conducted because a problem has not been clearly defined as yet,
or its real scope is as yet unclear. It allows the researcher to familiarize them with the problem or
concept to be studied, and perhaps generate hypotheses to be tested. It is the initial research,
before more conclusive research is undertaken. Explanatory research helps determine the best
research design, data collection method and selection of subjects, and sometimes it even
concludes that the problem does not exist!
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Another common reason for conducting explanatory research is to test concepts before they are
put in the marketplace, always a very costly endeavor. In concept testing, consumers are
provided either with a written concept or a prototype for a new, revised or repositioned product,
service or strategy.
Explanatory research can be quite informal, relying on secondary research such as reviewing
available literature and/or data, or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more formal approaches through in-
depth interviews, focus groups, projective methods, case studies or pilot studies.
The results of explanatory research are not usually useful for decision-making by themselves, but
they can provide significant insight into a given situation. Although the results of qualitative
research can give some indication as to the“why”, “how” and “when” something occurs, it
cannot tell us “how often” or “how many”. In other words, the results can neither be generalized;
they are not representative of the whole population being studied.
Conclusive Research is the type where one tests the hypothesis and comes to a conclusion. This
research is concrete and final. The type is qualitative in nature. The findings are final and used
for decision making by the managers. Since this research describes the market characteristics or
phenomenon etc ,this is descriptive in nature and here we test the hypothesis which has already
been formed in the explanatory research where job is to collect the primary data.
The research that has been undertaken here is a combination of explanatory and conclusive
research. In the first part of the research, primary data has been collected from the market and
then a hypothesis has been formulated based on the data. In the second part, the already
developed hypothesis is tested with the help of sampling and statistical tools and a conclusion is
arrived at.
Sample design
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Sampling may be designed as the selection of some part of an aggregate or totality on the basis
of which judgment or interference about the aggregate or totality is made. It is the process of
obtaining information about an entire population by examining only a part of it in which
generalizations or influences are drawn on the samples about the parameters of populations from
which the samples are taken.
The study was restricted to Noida, Sahibabad, and Gaziabad regions only keeping in mind
convenience to sample because of accessibility lack of abundance of time and cost and because
of the fact that the population of these cities is composed of people of diverse background
income level etc.,the sample were chosen on the basis of convenience sampling.
The sample size taken for the purpose of study is 100. For this purpose customers were
contacted at their working places and homes.
SCOPE OF THE STUDY
1) By undertaking this project we shall be able to understand the total Bicycle
Industry, their marketing strategies and along with it the directly
proportional Atlas Cycle , a company which is making its presence in the
international markets.
2) How much is the market potential of the Atlas Company
3) How the company have to diversify itself and its strategies for the new
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Business opportunity in this sector.
LIMITATIONS OF THE PROJECT
1) The survey was restricted to Noida, Gaziabad and Sahibabad because of time and
resource constraints. Therefore the generality of the findings cannot be claimed until
further research has been carried out.
2) The location of study was selected keeping the convenience factor in mind.
3) All the data has been collected from the net. So we can’t verify the extent the data is true
and whether it has been put on the net by satisfying all the criteria which should be done
before putting it on net.
4) The situation in which person is questioned about routine action is an artificial one at best
due to the influence of questioning process, respondents may furnish quite different from
facts.
5) The respondents are chosen through convenience.
6) It is also pretty hard to pursue customers and retailers to share their findings as they are in
hurry so possibility of bias of the respondents may not be precluded.
7) The Software used for data analysis is SPSS , which being a little cumbersome, some
graphs have to be further explained and clarified using the annexure.
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FINDINGS & ANALYSIS

1. TOP OF MIND
40 35
35 30
30 25
25
20
20
15
15
10 10
5 5
0 0
ATLAS HERO AVON TI OTHERS ATLAS HERO AVON TI OTHERS
40
35 40
30
30
25
20
20
15 10
10 0
5
ATLAS HERO AVON TI OTHERS
0
ATLAS HERO AVON TI OTHERS
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On the basis of the present brand being used, Atlas and Hero are leaders in all cities. Overall
Hero emerges as a leader. 35% respondents out of 100 said they are using Hero Cycles at
present. Hero is followed by Atlas with 33% of share. Avon and T.I. has got vote of 9.5% and
17.5% respondents respectively.
2. Which bicycle model you are using right now?
50
40
From above data, we can
30
conclude that still
the 20 standard model is
10 leading. But there
is huge possibility of
0
NOIDA SAHIBABAD GAZIABAD growth in fancy
bicycle as it has
almost 26% of
share.
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3 Preference of Fancy Model over standard and other models.
100
90
80
70
60
50
40
30
20
10
0
NOIDA SAHIBABAD GAZIABAD
4. Willing to pay
more for extra Fancy Features ?
100
90
80
70
60
50
40
30
20
10
0
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80%
60%
40%
20%
0%
yes no
From above data it is clear that customers are willing to pay extra for fancy features except
Noida where majority of interviewers had rejected the statement . Overall 72% agrees to the
statement.
5. Does your purchase of bicycle is influenced by Dealer’s behaviour?
100
80
60
40
20
0
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Page 57
Dealer’s role in the sales is well known, the same can be seen the above chart that dealer’s
behaviour plays an important role in sale of a particular brand.
6. How did you first discover Atlas Cycles (any model) was available for
purchase?
50
40
40
30
30
20
20
10 10
0 0
40
30
20
10
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In every city respondents has voted advertisement and their personal references as their source of
awareness. Overall 37% respondents out of 100 said advertisement is main source of awareness
followed by references at 31%.
7. Rate the companies on the scale of 5 on the basis of market reputation ,

market
awareness and spare parts availability.
i) Market Reputation
MARKET REPUTATION
6
NOIDA
4
SAHIBABAD
2
GAZIABAD
0
ATLAS AVON HERO TI
NOIDA 3.7 2.67 3.89 3

SAHIBABAD 3.77 2.57 4.29 3.26
GAZIABAD 4 3 3.58 3.26
OVERALL
4.5
3.88 3.87
4
3.5 3.06
3 2.82
2.5
2
1.5
1
0.5
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0
ATLAS AVON HERO Page 59 TI
In every city, Atlas and Hero have got high market reputation. Overall Atlas and Hero has got
same market reputation and is approximately 3.9 on scale of 5 i.e. 79%.
ii) MARKET AWARENESS
MARKET AWARENESS
4
NOIDA
3
SAHIBABAD
2
GAZIABAD
1
0
ATLAS AVON HERO TI
NOIDA 3.82 2.6 3.89 2.48

SAHIBABAD 3.68 2.34 3.85 2.22
GAZIABAD 4.21 3.15 4.31 2.84
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4.5
4
3.5
3
2.5
2
1.5
1
0.5 Hero leading in market
0 awareness with 3.97
ATLAS AVON HERO TI
numbers on scale of 5
followed by Atlas with 3.9
Avon and T.I. got 2.68 and 2.63 resp.
iii) Spare parts availability
SPARE PARTS AVAILABILITY
4 NOIDA
SAHIBABAD
2
GAZIABAD
0
ATLAS AVON HERO TI
NOIDA 3.72 2.82 3.93 3.02

SAHIBABAD 3.89 2.57 3.89 3.08
GAZIABAD 3.94 3.16 3.79 3.26
4.5
4
3.5
3
2.5
2
1.5
1
0.5
FW (08-10)
0
Alumni ID: DF/08/10-M-022
ATLAS AVON HERO Page 61 TI
Atlas and Hero has been rated between 3.8 and 3.9 on scale of 5 which is quite good i.e. spare
parts easily available.
iv) Rate Atlas Cycles on following attributes:-
i) High Quality
HIGH QUALITY
60
40 NOIDA
SAHIBABAD
20
GAZIABAD
0
1 Not at all 5 Very
2 3 4
descriptive Descriptive
NOIDA 13 4 20 27 36
SAHIBABAD 0 0 11 49 40
GAZIABAD 10 5 32 21 32
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ii) Expensive
EXPENSIVE
60
50
40 NOIDA
30 SAHIBABAD
20 GAZIABAD
10
0
1 Not at all 5 Very
2 3 4
NOIDA 4 26 33 25 12
GAZIABAD 10 37 21 21 11
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iii) A Brand I can trust
A Brand I can trust
80
60 NOIDA
40 SAHIBABAD
GAZIABAD
20
0
1 Not at 5 Very
2 3 4
all Descripti
NOIDA 5 3 23 50 19
GAZIABAD 5 5 32 53 5
iv) Well Built
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WELL BUILT
80
60
NOIDA
40 SAHIBABAD
GAZIABAD
20
0
1 Not at all 5 Very
2 3 4
NOIDA 5 9 16 23 47
GAZIABAD 0 6 22 33 39
v) A Good Value
80
60
40
20
60
50
40
30
20
10
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From the above data we can conclude that
i) High Quality: 33 % respondents of Noida have rated Atlas as 3 out of 5. In

Sahibabad, it has got 50% respondents who rated it 3/5 and in Gaziabad it has 32%
respondents who have rated it 3/5 and 5/5.
ii) Expensive: Every cities respondent has rated Atlas as 3/5 i.e. it is little bit expensive.
iii) Brand that can be trusted: More than half of the respondents have rated Atlas as
trusted brand.
iv) Well Built:- Every city respondents has given Atlas 3-4 out of 5
v) Good Value:- Major part of respondents has rated Atlas between 4 and 5.
OVERALL: Few people rate the Atlas product as expensive. Bicycle is a product of middle
class
People and so efforts should be made to launch economically comfortable products
Also with fine performance keeping in mind the vast segment that are its biggest
consumers.
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8. Most important factor in choosing Atlas Bicycle.
NOIDA
25 23
20 18
14 14
15 12
9
10
5 3 3
2 2
0 0
0
Brand Name
Easy/Fast
Good Dealer
High Quality
Performance
Convenience
Discount
Others
Recognised
Donot know
Warranty
Value
Selection of
Service
Good
Shopping
Brand
Best
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Be
0
5
10
15
20
25
30
35
40
45
st Va
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42
FW (08-10)
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Page 68
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Alumni ID: DF/08/10-M-022

CONCLUSION
We divided the overall Indian bicycle industry into various segments according to the
competition such as Atlas , T,I,, Avon, Others and on analyzing the graphs one can see that there
has been increase in a company’s performance in a particular segment i.e. Fancy Segment.
Understanding consumer behavior and “knowing customer” is never simple. Customers may say
one thing but do another. They may not be in touch with their deeper motivations. They may
respond to influence that change their minds at the last minute.
In comparison to other brands, Atlas is slightly costly so certain measures should be taken to
reduce the cost, this can be done by reducing the overhead.Cities like Noida, which show high
intensions to go in for the purchase of fancy bicycles should be focused. Special schemes like
discounts and attractive gifts at early purchases say within 4 months can be an attraction.The
advertisements/ marketing and innovations in the fancy segment has to be geared up. Much is
left to explore as preference for fancy bicycle is more and yet the market share is less. Besides
people have the willingness and capacity to pay higher if product features are upto the mark.An
indepth study of these factors make Hero as the leader of bicycle industry so the difference from
33% market share of atlas as against 35% of Hero has to be covered.
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BIBLIOGRAPHY
 PHILIP KOTLER : MARKETING MANAGEMENT

 SUJA.R.NAIR : CONSUMER BEHAVIOUR
 RAMANUJ MAJUMDAR: MARKETING RESEARCH
 C.R.KOTHARI: MARKETING RESEARCH
 BICYCLE RETAILOR & INDUSTRY NEWS, PUBLISHED BY THE NBDA
 http://www.financialexpress.com/news/Atlas-Cycle-forays-into-pharma-
business/313225/---- Charanjit Ahuja
 http://findarticles.com/p/articles/mi_m0EIN/is_2006_July_6/ai_n26917638
 http://www.valuenotes.com/ajain/ajain_Atlas_02may05.pdf?ArtCd=35016
 http://www.thehindubusinessline.com/2007/02/15/stories/2007021504881300.htm
 http://www.business-standard.com/stockpage/stock_details.php?stk_id=505029
 http://www.indiainfoline.com/company/discorpnews.asp?
storyId=6113039007&lmn=4&tbl=news
 http://www.tribuneindia.com/2003/20031226/ncr2.htm
 Direct Marketing: Strategy Planning Execution By by Edward L Nash
 Pharmaceutical Marketing: Strategy and Cases by Mickey Charles Smith
 On Target: The Book on Marketing Plans by Doug Wilson
 Conversation Marketing: Internet Marketing Strategies By Ian Lurie
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ANNEXURE
QUESTIONNAIRE
Dear Respondent,
I am conducting a survey to study the marketing strategies of Atlas Cycles. I would appreciate
If you can take some time to return your views on some of the issues herein.
I assure you this all the information in the questionnaire are for academic purpose and shall be
kept confidential.
1. Respondent’s Name: …………………………………………………….
2. Respondent’s City: ………………………………………………….
3.Age Group: 10-18 years 19-26 years
27-35 years above 35 years
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4. Qualifications: Non graduate Graduate
Post graduate Professional Qualification
5. Profession: ……………………………………………………………..
6. Do you or any of your family members have bicycle?
Yes No
7. For whom it was purchased

……………………………………………………………..
8. What was the purpose of purchase of bicycle
……………………………………………………………………………………….
.
9. Did you purchase/ receive bicycle as a gift ?
Yes No
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10. Which bicycle brand you are using right now?
Atlas Hero Avon Hercules & BSA
Others (Please Specify)
11. Which bicycle model you have used (latest) ?
Standard SLR (Sports light roadster)
Fancy
12. Have you ever used fancy bicycle ?
Yes no
13. Would you like to prefer fancy bicycle over standard model and SLR.
Yes No
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14. How did you first Atlas bicycle (any model) was available for purpose?
 Advertisement – T.V., Newspaper, magazine, radio

 Ad in another products brochure ,preview
 Friends /family / someone told me about it
 Read a magazine article/ review
 Saw it in the store/ browsing in store
 Through the mail/ mail catalog
 Others
15. Does your purchase of bicycle is influenced by dealer’s behaviour?
Yes No Can’t say
16. Rate the companies on the scale of 5 on the basis of market reputation, market
awareness and spare parts availability.
Market Reputation Market Awareness Spare parts Availability
Atlas /5 /5 /5
Avon /5 /5 /5
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17. Please tell me how would you rate Atlas Cycles on the following attributes:
Not at all descriptive 2. 3. 4. Very Descriptive 5 1.
Atlas
Avon
TI
18. Overall what is your reaction to the Atlas Cycles
Poor Fair Good Very Good

Execellent
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19. Who has the best selling strategy in your opinion?
Atlas TI Avon Hero others
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Thesis ON Buying Behavior/pattern of Bicycles With Regard To Indian Market - An Analysis of ATLAS

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Thesis ON Buying Behavior/pattern of Bicycles With Regard To Indian Market - An Analysis of ATLAS

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THESIS

Buying Behavior/pattern of bicycles with Regard to Indian Market –

INTERNAL GUIDE: EXTERNAL GUIDE:

Total number of units producing Bicycles in India

Total No. of Units in Bicycle 4400

No. of Units in Organised Sector 700

No. of Units in Small Scale Sector 3700

Concentrations of units in INDIA Hero Honda, Tube

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THESIS APPROVAL LETTER

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Sent: Tue, 27 April, 2010 5:14:42 PM

Dear tushar patiyal,

Prof .Sumanta Sharma

CERTIFICATE FROM GUIDE

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with Regard to Indian Market – An analysis of ATLAS ” was prepared and

Mr. SUNIL KHANNA

Chief General Manager (Finance)

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Name: TUSHAR PATIYAL

Batch: IIPM/FW 08-10

Thesis Topic Buying Behavior / pattern of bicycles with

A man had a dream .To provide quality bicycles to his countrymen at

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Atlas Cycle Industries Ltd. A modest beginning in an improvised shed at

 To know market position of Atlas cycles in the bicycles market.

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 To know buying pattern of bicycles in Indian market scenario.

 The other objective is to know about the customer satisfaction

 To calculate the demand of Atlas cycles in Delhi & NCR

 To study the factors affecting the buying behavior.

To know the demand of market in capital city is a tough task because

The sources of data collection methods are as follows.

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To collect the primary data questionnaire is prepared structure non-

Sampling Method: Random sampling and simple sampling strategy will be

For the purpose of proper survey, there is need of perfect research

 Customers from the urban and the rural areas

SCOPE OF THE WORK

 It analyses the benefits accruing to the company as a result of

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JUSTIFICATION OF THE CHOOSING TOPIC

Company wide network in India for sourcing of right products combined

DETAILS OF THE EXTERNAL GUIDE

Name : Mr. Sunil Khanna

Qualification : B.com.(Hons), F.C.A, D.B.M

Designation : Chief General Manager (Finance)

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S.NO TOPIC PAGE NO.

2 THESIS APPROVAL LETTER 4

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Indian bicycle industry

 is the second largest bicycle producer of the world

The future growth drivers:

 Higher GDP Growth

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From 2009 U.S. Census data, as reported at Go Bike Boulder.

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Total No. of Units in Bicycle and parts 4400