Anand Mahindra Brings Back Iconic Jawa Motorcycles To India: In Pictures

Mahindra Group Chairman Anand Mahindra, along with Chairman and Managing Director Of Rustomjee Group Boman Rustom Irani and Phi Capital Management Founder Anupam Thareja, today, unveiled three models of Jawa motorcycles—Jawa, Jawa 42 and Jawa Perak.

Jawa motorcycles will be sold and marketed across India by Classic legends—a joint venture between Mahindra Group, which holds a 60 percent majority stake, Phi Capital and Rustomjee Group—which own 20 percent each. The company bought the licencing rights for Jawa from Czech Republic-based parent firm Jawa Moto. The bikes will be manufactured on contract basis at the Mahindra and Mahindra Ltd.’s two-wheeler plant in Pithampur, Madhya Pradesh.

The launch marked Mahindra’s entry into the 250cc-plus premium bike space, a shift from the company’s earlier offerings Centuro and Mojo, which were focused on the mass segment. That's in line with Nomura’s Feb. 28 analysis, which expected the two-wheeler industry growth to be driven by premium motorcycles and scooters.

Anand Mahindra sounded optimistic about the brand. “The reason I am optimistic about this (Jawa)... is because what we're doing essentially is telling a great story, and if we tell it well, I think we are going to resurrect an iconic brand.”

Mahindra’s Jawa, however, is a late entrant in a market with other established domestic and foreign players, such as the Royal Enfield 350, Bajaj Dominar 400, Honda CBR, Hero XF3R, KTM and Triumph.

“Choice creates demand,” said Anupam Tharani, founder of Classic Legends. Indian customers, he said, didn't have a choice so far and with JAWA coming in, the category will expand and the demand will get created.

The bikes will be sold and serviced through 105 dealerships that the company has already brought on board. “This bike has been constructed by us from the customer's side, it's customers first. We took the feedback,” said Tharani. While JAWA Perak may appeal more to the urban youth, there is a market in rural areas as well for bikers who know exactly what they want, he said.

Starting Prices (Ex-Showroom Delhi)

  Jawa: Rs 1.34 lakh

  Jawa 42: Rs 1.55 lakh

  Jawa Perak: Rs 1.89 lakh

Colour Choices

The basic Jawa model will be available in three colours — Black, Maroon, and Grey, while the Jawa 42 will be sold in six colours.

Source: Bloomberg Quint