About YEZDI BIKES
Yezdi, an iconic motorcycle brand in India, has a rich history spanning over six decades. This detailed overview traces the journey of Yezdi from its inception to its current status, highlighting key milestones, challenges, and its recent revival in the Indian market.
1960: Establishment of Ideal Jawa (India) Ltd
The story of Yezdi begins with the establishment of Ideal Jawa (India) Ltd in Mysore, Karnataka. Farrokh Irani founded the company through technical collaboration with Jawa of Czechoslovakia.
1961: Factory Inauguration and Production Commencement
The Ideal Jawa factory was inaugurated by Sri Jayachamaraja Wadiyar, the Maharaja of Mysore. This marked the beginning of licensed Jawa motorcycle production in India.
Initial Models
- Jawa 250 Type 353/04 (known as the ‘A’ Type): One of the first models introduced in India.
- Yezdi 250 ‘B’ Type: Another early model that gained popularity for its robust design.
1973: Rebranding to Yezdi
A significant milestone occurred when the brand was renamed from Jawa to Yezdi, giving it a more Indian identity.
Peak Years
The 1970s and 1980s marked Yezdi’s peak years in India. The brand became synonymous with reliability, performance, and durability.
Popular Models
- Yezdi Roadking (1978-1996): One of the most iconic models, known for its robust build and performance.
- Yezdi Classic: Distinctive design and a common sight on Indian roads.
- Yezdi 350 Twin: Known for its powerful engine and popular among enthusiasts.
Market Position
During this period, Yezdi held a strong market position, effectively competing with other motorcycle brands in India. The brand’s success was attributed to its ability to offer reliable and affordable motorcycles that appealed to many consumers.
1990s: Challenges and Decline
Factors Contributing to Decline
- Stricter Pollution Norms: Yezdi motorcycles, with their two-stroke engines, struggled to meet evolving emission standards.
- Technological Advancements: The brand lagged behind in adopting modern features and technology.
- Changing Consumer Preferences: Shift towards more fuel-efficient and technologically advanced motorcycles.
- Strategic Missteps: Possible failures in marketing and product development strategies.
1996: Last Models and Discontinuation
The Yezdi Roadking, produced in 1996, was one of the last models before the brand’s discontinuation.
2000s-2010s: Dormant Years
During this period, Yezdi remained dormant in the Indian market. However, the brand continued to hold a special place in the hearts of motorcycle enthusiasts, with a loyal community keeping its legacy alive.
2022: Official Revival
Classic Legends Pvt Ltd, a subsidiary of Mahindra & Mahindra, orchestrated the revival of the Yezdi brand.
January 20, 2022: Launch of New Models
Three new models were introduced:
- Yezdi Roadster: Designed for urban commuting.
- Yezdi Scrambler: Targeted at off-road enthusiasts.
- Yezdi Adventure: Aimed at long-distance riders.
Current Market Position
- As of 2023, Classic Legends (including Jawa and Yezdi brands) sold 32,368 motorcycles, averaging about 2,700 monthly units.
- The brand faces stiff competition, particularly from Royal Enfield, which dominates the mid-range motorcycle market.
Future Plans
- Dealership Expansion: Plans to increase from 423 to 750 outlets over the next 24 to 30 months.
- New Model Launches: 2-3 new launches expected in 2024.
- International Expansion: Targeting ASEAN countries like Malaysia, Thailand, and Vietnam.
The journey of Yezdi in India is a testament to the brand’s resilience and enduring appeal. From its inception in the 1960s to its peak in the 1970s and 1980s, Yezdi established itself as a beloved motorcycle brand in India. Despite facing challenges that led to its discontinuation in the late 1990s, the brand’s legacy remained strong enough to warrant a revival in 2022.
The current incarnation of Yezdi, under Classic Legends, faces the challenge of recapturing its former glory in a highly competitive and evolved motorcycle market. While the brand holds a modest market position, its ambitious expansion plans and focus on new model launches indicate a solid commitment to re-establishing Yezdi as a significant player in the Indian motorcycle industry.
As Yezdi continues to navigate the modern motorcycle landscape, it will be interesting to see how it balances its rich heritage with the demands of contemporary riders. The brand’s ability to adapt to changing consumer preferences, technological advancements, and regulatory requirements will be crucial in determining its long-term success in its second innings in the Indian market.
