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Mahindra to revive motorcycle business with Jawa

 Mahindra recently purchased the BSA Motorcycles through Classic Legends Pvt. Ltd. (CLPL), where it has a 60 percent controlling stake. The latter company aims at bringing back to life the best classic motorcycles that lived on earth.

Mahindra did not find much of a success with motorcycles in the commuter space. So, they are now trying to revive their motorcycle business with niche as well as classic motorcycle brands. So, CLPL is bringing in the classic Jawa motorcycle into India.

The company has signed a licensing agreement with the brand to sell the Czechoslovakian motorcycle in India. One can expect the Jawa motorcycles to hit the Indian market, within two years from now.

Jawa had once been a popular motorcycle brand in India, alongside the Royal Enfield. The company was founded in 1929 and it came to India in the 50s. The Jawa brand’s motorcycles were made by the Ideal Jawa, based in Mysore.

Even now, some of the Jawa motorcycles can be found in India, though it stopped production in the 1990s in India. They were known for their rugged design and loud engines. The Jawa brand offered an air-cooled 250 cc and a 350 cc engine powered motorcycles in India.

Jawa will retain its moniker to retain its past brand value or familiarity, though it will be manufactured at the Mahindra’s Pithampur plant. Promising to bring back the Jawa DNA in the new Jawa, Mahindra will also retain its classic styling in the new motorcycles.

The new aggressive consumer market of India, unlike in the pre-globalization times, will likely lap up a classic like the Jawa. However, the fierce competition in the market in recent times is something to watch out for. It could turn out to be quite a challenge for the Jawa to compete with a mammoth brand like the Royal Enfield.


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