Photographs: in Mumbai Swaraj Baggonkar
In just three months from now, 'Hamara Bajaj' could become 'Hamara Pulsar' or 'Hamara Discover'. And the man presiding over this mega transition will be none other than a Bajaj himself Bajaj Auto Managing Director Rajiv Bajaj.
The country's second biggest two-wheeler maker with a market cap of Rs 37,800 crore (Rs 378 billion) is undergoing the most radical change after the three-way split of the company nearly four years ago.
What's in a name? Bajaj Auto's mega change
Image: Bajaj name to go.The company has decided to overhaul its distribution set-up and rename all its consumer touch points to just Pulsar or Discover, its two most successful bikes. Dealers are already on board on the idea.
Fitch, an international retail design agency, will be in charge of the project. In India, Fitch has worked with entities such as the Aditya Birla Group, Boeing, Reliance ADAG, Tata Group, Microsoft and Vodafone, to name a few.
What's in a name? Bajaj Auto's mega change
Image: Bajaj Auto chairman Rahul Bajaj.But it would certainly be a first by an Indian automotive company, which otherwise relies heavily on family names to promote its vehicles (Tata, Mahindra and TVS).
What's in a name? Bajaj Auto's mega change
Image: Discover.Bajaj is trying to replicate the marketing success of international automotive companies such as Germany's Volkswagen or Japan's Toyota Motor Corporation which has multiple brands that are promoted heavily without the company's name.
What's in a name? Bajaj Auto's mega change
Image: Pulsar.The Pulsar's younger sibling Discover (launched in 2004) has been promoted as a high mileage, family bike.
Bajaj feels that both these brands are well established in the domestic market with loyal customers and no longer need the support of an umbrella brand like Bajaj Auto.
What's in a name? Bajaj Auto's mega change
Image: The Bajaj brand.Although the communication exercise through sales outlets to its prospective buyers will begin in three months, the company has already phased out the Bajaj branding from most of its products.
What's in a name? Bajaj Auto's mega change
Image: Bajaj for a brand revamp.A model dealership-based new plan will be launched in some regions where existing dealers can experience the changes before they invest to employ a similar transformation.
What's in a name? Bajaj Auto's mega change
Image: KTM bike.
What's in a name? Bajaj Auto's mega change
Image: Hero Honda Splendor.Meanwhile, Bajaj Auto may not be the only company which will take such a step.
The promoter group of arch rival Hero Honda, which is the current market leader, is also looking to seek external assistance to promote its own brand, now that Honda has sought an exit.
What's in a name? Bajaj Auto's mega change
Image: Brijmohan Lall (L), Chairman, Hero Honda and MD, Pawan Kant Munjal.Photographs: Kamal Kishore/Reuters.
In addition, due to the relative unfamiliarity of the Hero brand name in the automotive world, it may be forced to promote existing brands. The group is talking to outside experts and consultants to chart a way forward.
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