Tube Investments of India (TII), a part of the Murugappa Group, has launched online bicycle brand. Branded ‘Brooks’, the range offers city, off-road and kids bicycles and will be available for sale on the e-store, BrooksBicycle.com, said company in a statement. Brooks has been launched in the three southern metros of Chennai, Bangalore and Hyderabad.
Nine models have been launched in the price range of ₹5299–₹10,625 for both sexes across age-groups. The brand will also be made available through horizontal e-commerce portals – Flipkart. Company said that the e-commerce initiative is aimed at accelerating bicycle sales in the country by targetting the millennial population, who show a strong preference to shop through online portals.
“We are aiming to provide a seamless online buying experience to the new-gen consumer who prefers shopping online, and has so far been enjoying hassle-free, doorstep delivery of high-value purchases, like furniture, jewellery and electronics. Through our initiative, we are providing ready-to-roll products for those who want to take to cycling to lead an active lifestyle,” said L Ramkumar, managing director, Tube Investments of India.
An option to gift bicycles, a ‘bike guide’ which helps the customer choose a suitable model, free home delivery, complete assembly and a repair service by Jeeves Consumer Services (the after-sales service provider), are among the features that are being offered through online portal.
The Brooks bicycle online business model has been formulated at the CSG, the incubation centre of TII. The CSG was started as an intrapreneurship and corporate strategy initiative in 2015, to focus on innovations and growth projects towards making the company future-ready, with four members comprising of one strategist each of the company’s four divisions. The CSG team is currently working on a series of projects covering both B2B and B2C initiatives.
The ₹40 billion Tube Investments of India Limited (TII) is one of the leading companies of the Murugappa Group. The company has 17 manufacturing units in India and is supported by an extensive marketing network. The company’s key business divisions are TI Cycles, Tube Products of India, TI Diamond Chains, TI Metal Forming, Shanthi Gears, Financiere C10 and TI Tsubamex.