Hero Cycles Launches Lectro Brand in India
India’s largest bicycle manufacturer Hero Cycles today unveiled a new brand offering Lectro in EPAC’s segment (Electric Pedal assisted cycles) for the Indian market. Lectro, is the first in a series of Hero’s European brand launches in Indian market.
With this new launch, Hero takes the lead to revolutionize the nascent EPAC (Electrical Pedal Assisted Cycles) category in India and marks a major step by Hero Cycles towards expanding its consumer base.
The Brand, with 4 product offerings was launched in the national capital by Mr Pankaj Munjal, Chairman and Managing Director of Hero Cycles in the presence of leading Delhi-based multi-functional fitness trainer Vesna Jacob who spoke about the health benefits of cycling and EPAC’s in daily life, and the need for promoting cycles over automobiles in the pollution choked Indian capital.
Hero owned Lectro was first launched in Birmingham earlier this year and was successfully showcased at the Eurobike 2016 held in Germany in September. This received a very encouraging response in the European market.
Over the next few months, Hero Cycles will expand the offerings within Lectro from the current 4 products to as many as 20 in the EPAC category.
EPAC is a nascent segment in the Indian bicycle market. Even as the premium bicycle segment has shown strong growth over the past few years, the EPAC segment has only recently started and has huge potential in the country. Lectro was designed and developed for the European market where EPAC’s are a major draw, with a consistent growth of over 25%, in India, Hero has taken the lead to build and create this category. With Lectro, we are aiming at bringing about a shift in the consumer behavior and give a boost to the EPAC segment
said Mr Pankaj Munjal, Chairman and Managing Director of Hero Cycles.
The launch comes at a time when health and environmental experts in India are discussing the need for a shift towards eco-friendly transport mechanisms as a measure to curb air pollution.
Fitness trainer Vesna Jacob who promotes the concept of healthy living said cycling is one of the best exercises for good heart health, for controlling weight and for increasing the longevity and health of the bones.
Cycling is one of the best cardio exercises for people of all age groups. It helps burn calories, helps build stamina, strengthens muscles and helps prevent osteoporosis. It is not just a healthy way of commuting; it is also a highly environmental friendly mode of transport, especially suited to the needs of highly polluted urban centres. In many countries across Europe, a shift to cycling culture has helped radically bring down carbon emissions, and EPAC’s have played a prominent role in this. According to World Health Organization guidelines, adults aged between 18–64 years need weekly aerobic exercise of 150 minutes, and cycling every day is a wonderful way of achieving this target
said Vesna, an Internationally acclaimed Pilates/ Multi functional fitness expert who has made India her home for the past 10 years.
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