The iconic brand might have nostalgic appeal among the older generation, but to resonate with younger consumers, the company will have to draw on Chetak's current relevance and value proposition in a crowded electric two-wheeler market, rather than its past
Most certainly, Bajaj Chetak invokes something of nostalgia for millions of Indians. Once upon a time, when motor vehicles were scarce in the country, Chetak—named after the legendary horse of the warrior king, Maharana Pratap—was among the country’s best offerings for commute, especially for millions of middle class people. Legend even has it that the waiting period for the scooter extended 10 years, and in some cases, weddings were planned around the availability of the scooter in its heyday before the company decided to pull the shutters on the brand.
Modelled on the Vespa, the scooter started plying on Indian roads in 1972 before it was discontinued in 2005, in the face of growing competition from an influx of motorcycles in the country, and also amidst a generational shift in the company’s leadership when Rajiv Bajaj took over from his father, Rahul Bajaj.