The Cycle Continues

'The humble cycle keeps reinventing itself to stay relevant over the ages,' Rohit Sharma of Hero Cycles takes us pedalling through time.

- Tsunami Costabir

Hero Cycles, over the last 70 years of its existence, has been a part of every other household in the country. From six-year-olds to sixty-year-olds, in a big city or a rural village, all have had the experience of enjoying a bicycle. "For a 30-year-old in a rural area, it is all about daily livelihood. For a 60-year-old, it's about independence," Rohit Sharma, Chief Marketing Officer at Hero Cycles, tells us.

The Cycle Of Life

In the '70s and '80s when industrialisation began, there were a lot of factories and mega factories coming up causing a surge in demand for black cycles. Black cycles were the workhorse of a manufacturer's offerings. They were used to carry loads and were functional and robust in performance.

From the '80s onwards, as the industry started to evolve and per capita income increased, people started to accept a better lifestyle with more progressive and fancy products. By the '90s, brands started to seep into society and slowly, cycles went from being a functional product to a lifestyle product. "Back in the day, when there were no smartphones, the only recreation people would get was in the form of friends and outdoor fun, with cycles as their partner in crime."

Kids Meet Bikes