Track and Trail launches the first of its kind cycling cafe,
‘Coffee and Cycles’ in Bengaluru

This unique concept cafe was launched by internationally acclaimed
mountain biking legend, Hans Rey

 

Bengaluru, October 4th 2011: Track and Trail, the premium performance bike division of TI cycles
(a part of the Murugappa Group),
known as the ultimate destination for the world’s best bicycling brands, today launched the first of-its-kind Cycling cafe – Coffee and Cycles in Bengaluru. Coffee and Cycles, located at No.4, 5th Main Road, KR Garden, (Opp. NGV Indoor Stadium), Koramangala, Bengaluru, was launched by internationally acclaimed mountain biking legend, Hans Rey.

The concept behind Coffee and Cycles is to redefine the cycling scenario by merging lifestyle and bicycles. Through Coffee and Cycles, Track and Trail seeks to offer its customers a place to view and buy international bicycles and also create a live forum for like minded people to meet and share their passion for the ride . Besides serving as a hub for cycling enthusiasts to know about upcoming rides and cyclothons in the city, cycling trends, Coffee and Cycles will be a ‘hang out’ place to catch up with fellow riders, guests like Hans Rey, and team GT veterans, as they sip their coffee and wait for their bikes to get spruced up at the in-store service deck.

Cycling cafes have been the flavour of the hour globally, and this first in India outlet at Bengaluru will provide visitors with a very international experience. Considering they have the widest range of international bikes in India – ranging from Bianchi, Cannondale, Schwinn, GT and Mongoose, Coffee and Cycles has been a natural forward integration for Track and Trail. Earlier in the year, TI Cycles launched their own brand of performance bikes called, Montra. The trend of cycling as a healthy and environmental friendly option has been catching up with many Indians and Coffee and Cycles is one key step in this transition of cycling from being a mere sport or leisure activity, to a way of life.

Speaking to media persons at the venue on the occasion of the launch, Rajesh Mani, GM – Marketing, TI Cycles of India said, “We, at TI Cycles, are proud to be the first Indian company to launch a brand concept store like Coffee and Cycles in India which will provide a meeting point for cycling enthusiasts and veterans to come together and share their experiences, expertise and explorations. Track & Trail is proud to be associated with Hans Rey and honoured by his presence at the launch of Coffee and Cycles.

Hans Rey is one of mountain biking’s undisputed legends, Track and Trail has brought him here on his first ever visit to India and has organised rides and workshops across three cities Delhi, Pune and Bengaluru. This was a once in a lifetime chance for cycling enthusiasts to ride with Hans and attend a workshop conducted by the legend himself ,” Mr. Mani added.

After throwing open the first Coffee and Cycles, Hans Rey, said, “Coffee and Cycles is a brilliant concept and will provide an excellent forum for cycling enthusiasts to connect with each other on a regular basis. Track and Trail epitomises the cycling lifestyle, unwinding and pursuing the thrills of a ride on some of the world’s best machines and there’s nothing quite like a blend of Bicycles, Coffee and Conversation to rev up and enjoy the ride.”

Track and Trail is the ultimate destination for discerning Indian cyclists where one can find the best cycling brands like Cannondale, Bianchi, Schwinn, Montra, Mongoose and GT. Track and Trail offers not only bicycles, but also branded apparel, accessories, spares and services. The bikes are available at exclusive BSA-Hercules stores and now at Coffee and Cycles, No.4, 5th Main Road, KR Garden, (Opp. NGV Indoor Stadium), Koramangala, Bangalore,. For more details on the brand, bikes and rides organized by Track & Trail please visit our website www.trackandtrail.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.

About 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

Lakshman Babu
Ogilvy Public Relations Worldwide
Bangalore
Mobile: 91 9845706155