Classic Legends puts its bet on increasing production and retail touchpoints

Classic Legends has said that increasing production and retail touch points will be the key in their next after turning around the business of the brand.

New Delhi: Classic Legends seems to have gone beyond the turnaround stage of its business. In fact, it is now focusing on building capacity and strengthening its recent growth. The Mahindra-backed brand, which operates the Jawa, Yezdi and BSA motorcycle brands, says demand has reached a point where it is currently selling close to what it can produce.

Co-founder Anupam Thareja spoke to Autocar Professional and noted that the brand could have increased production capacity earlier. However, its immediate priority had been to rebuild the business. The revival of Jawa and Yezdi had previously been affected by concerns around product quality, after-sales support, dealership reach and the impact of the pandemic.

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