The Rise and Fall of Atlas Cycles

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: BSTR614
Case Length: 13 Pages
Period: -
Pub Date: 2020
Teaching Note: Available
Price: Rs.400
Organization : Atlas Cycles
Industry :Bicycle Industry
Countries : India
Themes: Organizational Crisis/ Business Failure/ Brand Revival/Turnaround Strategy
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts

Background Note

Atlas Cycles was founded in 1950 by Janki Das Kapur (Janki Das) whose dream was to build quality cycles at affordable prices for his countrymen. He began manufacturing bicycles in a modest tin shed at Sonepat in Haryana. In just twelve months, the tin shed grew into a 25-acre factory complex. In the first year itself, the plant rolled out 12,000 cycles. It concentrated on producing a simple, cheap, and rather old-fashioned roadster model. Affordably priced, the lustrous, black bicycles soon became a utility product for the common man in India. In 1958, the company, named after the Greek Titan Atlas, began exporting bicycles and bicycle components to several countries...

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