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TI Cycles enters fitness segment; takes communication platform of 'What's your fitness quotient?'

TI Cycles enters fitness segment; takes communication platform of 'What's your fitness quotient?'

Author | Tuhina Anand | Wednesday, Oct 18,2006 9:53 AM

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TI Cycles enters fitness segment; takes communication platform of 'What's your fitness quotient?'

TI Cycles of India, makers of popular cycle brands BSA and Hercules, has forayed into fitness equipment with BSA Workouts. Seeing opportunity in this market, where the home fitness equipment market is estimated to be worth nearly Rs 300 crore, the company has decided to enter this segment. Also entry into the fitness equipment market is in synergy with TI Cycles' existing business that too focuses on recreation and fitness.

Commenting on their communication strategy for the new line of products, G Ramprasad, President, TI Cycles of India, said, "Our communication will focus on the total fitness solution by taking the communication line of 'What's your fitness quotient?' Lowe is our creative agency and together we have agreed upon a multi-pronged approach to our communication not just restricting to print or television."

He added, "We are present on the Internet through our website in a big way, which not just showcases our range of fitness equipment, but also has health experts helping people choose the ideal equipment for them. That explains our communication line of 'What's your fitness quotient?', a metric designed to measure the fitness levels of an individual."

The company has retail presence with their eight stores called BSA Go and have plans to open another 20 such stores across India. It may be recalled that in July this year when TI Cycles of India shifted its creative duties to Lowe Chennai from Mudra and O&M, the budget earmarked for advertising was estimated to be close Rs 10 crore.

Ramprasad explained that the change in how people perceived bicycles, from purely utilitarian product to fashion statement, had also effected a shift in advertising. He said, "Today, people are not just satisfied by display at point of purchase or some print advertising. There is a need to give the customers a brand experience and that's where we step in with our retail store." He added that even for fitness equipment the focus would be on the 'experience' factor and for the purpose 20 per cent of the advertising budget had been shifted to retail activity.

TI Cycles of India is a unit of Tube Investments of India, which in turn, is part of the Murugappa Group. Started in 1949, TI Cycles is a leading bicycle manufacturer in the country. It garnered a turnover of Rs 464 crore in the previous financial year while producing 2.5 million bikes last year, and is expected to cross Rs 500 crore in the current financial year.

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