The Business Problem

A cycling startup wanted to launch India’s first gravel bike. It was a serious product built with world-class technology and priced at ₹2 to 3 lakh. But the business lacked clarity on who it was really for. The founder wanted to appeal to “anyone who cycles” by showcasing sleek design and aesthetics. But that approach made no dent. In India, cycling is either about commuting or chasing performance. This was neither here nor there.

What We Uncovered

We mapped the landscape and found three distinct rider types. Casual commuters. Aspiring enthusiasts. Evolved pros. Most brands were chasing casuals with flashy designs. But the real gap was with the enthusiasts—serious riders spending ₹1 to 2 lakh on bikes, looking for endurance, comfort, and peer respect. No Indian brand spoke their language.

The Strategic Shift

We advised the brand to ignore the mass and go narrow. Speak only to the serious enthusiast. We repositioned the bike as India’s first gravel bike engineered for endurance, comfort, and real-world terrain. We moved the story from visual appeal to performance credibility.

How We Brought the Positioning to Life

We scrapped traditional retail. Identified cycling communities in Bangalore, Pune, and Chennai. Early adopters were offered test rides and peer demos. Buyers were onboarded with custom ergonomic fitting. We activated local mechanics for service. No discounting. No influencer gimmicks. Just authentic trial and peer buzz.

What Changed

The brand stopped shouting at the crowd and started speaking to the right few. Sales grew organically. Word of mouth travelled faster than any campaign. The model became proof of concept. The brand was eventually acquired by a competitor who wanted both the product and the GTM playbook.