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Ansh Kadam
Founder & CEO at Bui... • 2m
This is how Bajaj sold 1.8+ Cr. Pulsars — not just with an engine, but with emotion. Back in the day, Bajaj was dominating Indian roads with its iconic Chetak scooter — so much so that people were willing to wait 10 years just to get one. But the world moved on. By 2001, scooters were no longer cool. Enter Hero Splendor — a 100cc bike that captured the market with its fuel efficiency. It was practical and reliable. But here's where Bajaj did something brilliant — they didn’t try to beat Hero at its own game. Instead, they created a new game. They looked at a completely ignored segment: Young Indians who didn’t care about mileage — they wanted power, style, and swagger. So in 2001, Bajaj launched the Pulsar, with 150cc and 180cc engine options. But it wasn’t just the specs that won people over. It was the design. Muscular. Sporty. Aggressive. And their campaign? “Definitely Male.” Suddenly, owning a Pulsar wasn’t just about riding — it was a statement. It was the bike you showed off in college. It was the bike you arrived on at work when you wanted to turn heads. And here’s the genius — they didn’t stop. Every couple of years, Bajaj refreshed the Pulsar — better tech, sleeker looks, new variants — ensuring it always stayed ahead of the competition. That’s how you build a brand that sells 1.8 Crore units — not just a product, but a personality. ✅ Actionable Takeaway: If you’re building a product, don’t just compete on features — define a category, appeal to a feeling, and make your product part of your customer’s identity. That’s how you build loyalty — and dominance. 💡 For more insights like this on business strategy, brand building, and startup growth, make sure to subscribe to our newsletter — link in the comments.
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