Cycle World: The new buying experience

May 25, 2004: T.I. cycles of India is a unit of Tube Investments of India Ltd (TII). In a major retail push, TI Cycles of India, is now entering retail in a big way through the launch of their flagship store, Cycle World at AnnaNagar in Chennai. The concept behind promoting such a store is to present cycles and cycling as a lifestyle option to discerning consumers.

This 1900 sqft premium store provides a truly international cycle buying experience for consumers, in line with most other lifestyle stores across product categories. Cycles are neatly displayed by different consumer segments spanning different age groups, making it significantly easy for consumers to select a bicycle of their choice. The display showcases the very best that the cycle industry in India has to offer.

A separate section is allotted specially for new products, thereby showing the customer the latest trends in the industry. An area within the store is solely dedicated to the promotional offers running on the products, making it easier for customers to choose the right product. What is perhaps most unique about the store is that it provides a test track for consumers where they can actually “test out” bikes of their choice and simultaneously watch themselves ride in the life-size mirrors placed at strategic points. The overall contemporary and sporty ambience with attention even to minute details sets this store apart from most other cycle stores in the country.

The store also provides a vast range of health equipment like joggers, steppers and a variety of exercise cycles. In addition to cycles, the store will soon be offering the best cycle accessories and genuine TI spares at company prices thereby becoming the best destination for cycles and related products in the city.

“Our research indicated high customer dissatisfaction during the purchase process. It is with this understanding of buying behavior that TI has now designed the CYCLE WORLD store that is on par with cycle stores around the globe. These stores will set a new benchmark for the entire industry”, says Mr. G.Hari, President - TI Cycles of India.

The store will offer attractive value-added consumer services like exchange of old cycles, free home delivery and personalized service for high-end bikes and health equipment. The company has plans to expand the CYCLE WORLD network to other leading metros in the country, which would change not just the face of cycle retail in the country but also offer the most convenient and comfortable buying experience for consumers.

One of the most professionally managed organizations in the bicycle industry, TI CYCLES OF INDIA, is constantly pushing newer frontiers in its quest for leadership in an industry, estimated to be more than 1500 crore or approx 10-11 mn bicycles annually. Of this industry over 60 per cent is standard cycles and 40 per cent special or fancy cycles.

For further details please contact:
Mr Mohit Khattar
Vice President-Sales & Marketing
Email: Mohitkhattar@tii.murugappa.com

TI Cycles of India, a unit of Tube Investments of India Ltd.is part of the Rs.5200 crore Murugappa Group, which has a strong presence in engineering, bio-products, sanitaryware, plantations, sugar, farm inputs, finance, general insurance and nutraceuticals. Murugappa Group is a pioneer and market leader in several fields with operations across 12 States in India.