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|LECTRO Ozone MRP Rs 42050|
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Lectro is the 1st in a series of Hero’s European brands to be launched in India
|(From L to R) - V Sreeram, Director- Marketing, Hero Cycles, Pankaj Munjal, CMD, Hero Cycles, Vesna Jacob, Internationally acclaimed Pilates/ Multi functional fitness expert and Rohit Sharma, Chief Communication Officer, Hero Cycles|
New Delhi, 24th November, 2016: India’s largest bicycle manufacturer Hero Cycles today unveiled a new brand offering Lectro in EPAC’s segment (Elaectric Pedal assisted cycles) for the Indian market. Lectro, is the first in a series of Hero’s European brand launches in Indian market.
With this new launch, Hero takes the lead to revolutionize the nascent EPAC (Electrical Pedal Assisted Cycles) category in India and marks a major step by Hero Cycles towards expanding its consumer base.
The Brand, with 4 product offerings was launched in the national capital by Mr Pankaj Munjal, Chairman and Managing Director of Hero Cycles in the presence of leading Delhi-based multi-functional fitness trainer Vesna Jacob who spoke about the health benefits of cycling and EPAC’s in daily life, and the need for promoting cycles over automobiles in the pollution choked Indian capital.
Hero owned Lectro was first launched in Birmingham earlier this year and was successfully showcased at the Eurobike 2016 held in Germany in September. This received a very encouraging response in the European market.
Over the next few months, Hero Cycles will expand the offerings within Lectro from the current 4 products to as many as 20 in the EPAC category.
“EPAC is a nascent segment in the Indian bicycle market. Even as the premium bicycle segment has shown strong growth over the past few years, the EPAC segment has only recently started and has huge potential in the country. Lectro was designed and developed for the European market where EPAC’s are a major draw, with a consistent growth of over 25%, in India, Hero has taken the lead to build and create this category. With Lectro, we are aiming at bringing about a shift in the consumer behavior and give a boost to the EPAC segment,” said Mr Pankaj Munjal, Chairman and Managing Director of Hero Cycles.
The launch comes at a time when health and environmental experts in India are discussing the need for a shift towards eco-friendly transport mechanisms as a measure to curb air pollution.
Fitness trainer Vesna Jacob who promotes the concept of healthy living said cycling is one of the best exercises for good heart health, for controlling weight and for increasing the longevity and health of the bones.
“Cycling is one of the best cardio exercises for people of all age groups. It helps burn calories, helps build stamina, strengthens muscles and helps prevent osteoporosis. It is not just a healthy way of commuting; it is also a highly environmental friendly mode of transport, especially suited to the needs of highly polluted urban centres. In many countries across Europe, a shift to cycling culture has helped radically bring down carbon emissions, and EPAC’s have played a prominent role in this. According to World Health Organization guidelines, adults aged between 18–64 years need weekly aerobic exercise of 150 minutes, and cycling every day is a wonderful way of achieving this target,” said Vesna, an Internationally acclaimed Pilates/ Multi functional fitness expert who has made India her home for the past 10 years.
About Hero Cycles:
Incorporated in 1956, Hero Cycles Limited is the largest cycle manufacturer by volume in the world. The company has a manufacturing capacity of 7.5 million bicycles per year, with its manufacturing units in Ludhiana (Punjab), Bihta (Bihar) & Ghaziabad (UP). Hero Cycles has been aggressively driving growth by clocking a robust growth in the Indian market. The company has a highly integrated plant in Ludhiana which produces 19,000 cycles every day. It also manufactures automotive rims and various other precision-engineered auto components. The company produced 5.5 million bicycles in FY14.
The Hero Motors Group includes cycle giant, Hero Cycles, auto parts manufacturing companies, Hero Motors Ltd, ZF Hero Chassis Systems Pvt. Ltd, Munjal Kiriu Industries pvt. Ltd, hospitality arm Munjal Hospitality, and luxury home décor products company, Oma Livings.
Hero Cycles is the leader in both the standard and specialist bicycle segments in India. The company is equipped with state-of-the-art infrastructure and the most modern machinery. The Company also entered the premium bicycle segment with the launch of its new brand, UT Edge, in February 2012. A nation-wide distribution network with over 3000 dealers and the favourable location of its plants near its vendors, supports its operations, and facilitates the competitive pricing of its bicycles.
Hero Cycles also exports to various countries in the Middle East, Africa, Asia.
A new brand Hero Sprint pro is fresh launch of Hero Cycles.The brand production will occur in Hero Cycles most recent acquisition, BSH’s plant in Sri Lanka Colombo. Hero Cycles made its third major acquisition within six months and has acquired majority stake in one of Sri Lanka’s leading bicycle manufacturers BSH Ventures, strengthening the company’s manufacturing presence in the Indian subcontinent.