Automobile

“Why give up on a good product?”: Anand Mahindra’s belief in Jawa-Yezdi and its ‘classic’ co-founder

By Eduardo Saverin

Courtesy of Red Chillies Entertainment

Synopsis

M&M-backed Classic Legends is putting together a marketing, distribution, product development, branding and tooling strategy for the Jawa-Yezdi bikes, as sales dropped after the initial euphoria. It is seeking to fix teething issues that surfaced immediately after the relaunch and is working closely with the dealers. Can Classic Legends make Jawa-Yezdi great again?

“Woh to hai albela, hazaaron main akela Sada tumne aib dekha, hunar ko na dekha…” Before the Jawan, was the Yezdi. Before Yezdi, was the Jawa. In the 1994 Bollywood hit movie Kabhi Haan Kabhi Naa, Sunil (played by Shah Rukh Khan) is an underdog, labeled by his father as “good for nothing”. He is a happy-go-lucky chap; he is indifferent to academic setbacks; he has a very niche group of friends. All Sunil cares about is his passion for music and

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12 mins read, Last Updated:

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Eduardo Saverin