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


On June 3, 2020, Atlas Cycles Ltd. (Atlas Cycles), an iconic bicycle brand in India, shut down its last manufacturing unit, located at Sahibabad, Uttar Pradesh, stating it lacked funds to run the factory. Ironically, June 3 happened to be World Bicycling Day . The company also laid off 431 employees who were directly employed by the unit. According to N.P. Singh Rana (Rana), CEO of Atlas Cycles, “We have not been able to sustain and we are not able to gather funds to continue our day-to-day operations. So we put the operations (at Sahibabad) in suspension for a very temporary period. The coronavirus pandemic was another blow to us.”

Established in 1950, Atlas Cycles had emerged as one of the largest bicycle manufacturers in the world with the capacity to produce 4 million bicycles annually. Its cycles were known for their sturdiness, durability, and affordability. However, since 2014, the company had been facing headwinds due to lack of product upgradation, mismanagement, high overhead costs, the advent of premium bikes, and intense competition from local as well as global bicycle manufacturers...

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