TI Cycles Announces Karun Chandhok as
Brand Ambassador for its Premium Range, ‘Montra’

Montra – India’s first state-of-the-art carbon frame bicycle from TI Cycles

 

New Delhi, October 23rd 2011: TI Cycles of India, the leading bicycle manufacturer, part of the USD 3.8 billion Murugappa Group, today announced – India’s leading F1 Racer, Karun Chandhok as their official brand ambassador for Montra. Faster, lighter and stronger than any cycle ever created in India, Montra is the first international standard carbon bike designed and manufactured indigenously. It was launched in March this year and was designed and created on par with international performance biking standards.

Speaking to media persons while making the announcement, Rajesh Mani, General Manager, TI Cycles of India said, “We are delighted to have Karun Chandhok as our brand ambassador for Montra. In an effort to establish an instant connect between Montra and the Indian masses; Karun Chandhok was the perfect fit. There is a strong connect between the product and its brand ambassador, with both being at the forefront of sports and technology. Karun is one of India’s finest racers and we couldn’t find a better fit for India’s finest bicycle. Moreover, Karun himself is an avid cyclist and cycling is part of his rigorous fitness regime. The Montra brand is very important and close to us at TI cycles. We are proud to be the first Indian company to design and manufacture world-class performance bikes and now, carbon framed bicycles.”

On the occasion of the F1 Grand Prix, TI Cycles also organized a Montra ride with the participation of Karun Chandhok. The 40 km ride and gave cycling enthusiasts a lifetime opportunity to ride with of India’s finest F1 racer on superior Montra bicycles. The ride was open to all and it also gave a chance to experience the speed and thrill of test riding the range of Montra bicycles.

Commenting on the event, Karun Chandhok said, “TI Cycles has always been at the forefront of innovation in cycling and I am happy to be associated with them. Montra is a brand that reflects world class performance bicycles, made in India. I often ride a bicycle to stay fit and found the Montra to be a very comfortable ride. The light weight frame allows for higher speeds and I am glad TI has been able to achieve this technology marvel. I look forward to a long term partnership with TI Cycles where we can jointly build the sport in India”

“While F1 as a sport is growing in India, there is a perceptible rise in cycling enthusiasts, and TI Cycles is trying to leverage this trend, both from the fitness perspective and as a sport. A brand ambassador will help build a closer connect with audiences on the advantages of cycling to stay fit, youthful and enjoy the outdoors, while keeping it pollution free”, Mr Mani added.

The new range of Montra bikes has the following special features

  • Available in 2 variants currently

    • Montra Techno, a complete carbon bicycle with 10 speeds. It is a superlight bike with superior performance on road- costing Rs.71,000

    • Montra Jazz with an alloy frame with an alu-carbon fork and straight handle bar, 8 speeds for city roadies- costing Rs.25,800

    • 3 more variants are expected in the next 6 months

  • The Montra Techno frame is made of T700 Carbon, an advanced composite material (ACM) used in high performance vehicles such F1 cars, motorbikes and airplanes. Carbon fibre has 1/4th the density of steel but offers superior mechanical resistance characteristics in spite of its light weight.

  • The frame of the Montra Techno has a carbon fibre monocoque design. It is a single mould, strengthened by its hollow shell. The frame has a topologically optimised design (TOD) which allows for better speed.

  • The frames also have increased stiffness and vibration absorption features as demanded by the Indian riding conditions.

  • Montra uses Flat Bead Technology (FBT), a process that removes bead ripples that are usually the result of a TIG welding process. The welding beads are made flat in two consecutive steps thus reducing disruptions to a minimum. It improves aesthetics without compromising on the weld strength.

  • The Montra Techno uses SRAM Rival technology with tried-and-true competition proven design, while Montra Jazz uses internationally acclaimed Shimano technology.

  • The design and bikes have undergone extensive and demanding quality tests. Prototype was road tested for over 2000km before design was cleared

More details can be found at www.montra.in

About TI Cycles of India

TI Cycles was established by the Murugappa Group in the year 1949, in collaboration with Tube Investments, UK. The first Hercules bicycle rolled out in 1951. Three more brands were added to the portfolio – Phillips in 1959, BSA in 1964 and Montra in 2011. TI Cycles has practically created and perfected every new cycle category in the country. The first MTB, the first geared bike, the first Shox model, the first girls’ bike, the first kids’ bike, the first light roadster and the first carbon frame bike were all introduced by TI Cycles. With the changing retail environment, TI Cycles has introduced BSA Hercules exclusive stores, which have revolutionised the bicycle outlet in India.

With a turnover of 1,121 cr and a year-on-year growth of 18 percent TI Cycles is a market leader in the ‘specials’ segment of cycles. TI Cycles has the capacity to manufacture 4 million cycles a year at 3 plants across India – Chennai in the South, Nasik in the West and Noida in the North. Standing for the core promise of fun, fitness and freedom, TI Cycles offers consumers a range of bicycles, e-scooters, fitness equipment and infant mobility solutions.

Their flagship brand, Montra will be part of our exclusive premium range under the umbrella brand of Track and Trail. Track & Trail has over 40 stores in India where one can find the best cycling brands like Cannondale, Bianchi, Schwinn, Mongoose, GT apart from Montra. Track and Trail offers not only bicycles, but also branded apparel, accessories, spares and services. For more details, visit www.bsahercules.com and www.trackandtrail.in

About the Murugappa Group

Founded in 1900, the Rs. 17051 Crores (USD 3.8 billion) Murugappa Group is one of India’s leading business conglomerates. The Group has 29 businesses including eight listed Companies actively traded in NSE & BSE. Headquartered in Chennai, the major Companies of the Group include Carborundum Universal Ltd., Cholamandalam Investment and Finance Company Ltd., Cholamandalam MS General Insurance Company Ltd., Coromandel International Ltd., Coromandel Engineering Company Ltd., E.I.D. Parry (India) Ltd., Parry Agro Industries Ltd., Tube Investments of India Ltd., and Wendt (India) Ltd.

Market leaders in served segments including Abrasives, Auto Components, Cycles, Sugar, Farm Inputs, Fertilizers, Plantations, Construction, Bio-products and Nutraceuticals, the Group has forged strong joint venture alliances with leading international companies like Groupe Chimique Tunisien, Foskor, Cargill, Mitsui Sumitomo, Winterthur Technology Group and Morgan Crucible. The Group has a wide geographical presence panning 13 states in India and 5 continents.

Renowned brands like BSA, Hercules, Ballmaster, Ajax, Parry’s, Gromor and Paramfos are from the Murugappa stable. The organization fosters an environment of professionalism and has a workforce of over 32,000 employees.

For further details please contact

Diya Kinger
Ogilvy Public Relations Worldwide,Chennai
Mobile : +91 8939623044

Mayouf Rouf
Ogilvy Public Relations Worldwide, Delhi
Mobile : +91 8860410195