Ninety One Cycles: Pedalling Beyond Urban Borders

Ninety One Cycles, a company owned by Alphavector (India) Private Limited, gained popularity in the Indian bicycle industry. Vishal Chopra, the company’s chief executive officer and cofounder, was reflecting on its growth over the last six years. Within a short period of time, it had become one of India’s most well-known bicycle manufacturers. Despite its success, the company was still considered a niche player, with its sales confined to major cities in India. Chopra wanted to turn Ninety One Cycles into a leading manufacturer in the bicycle market in India. However, he wondered whether the company could achieve such an ambitious goal, considering that most of its revenue came from online sales. It was up to him to look at various strategic options to achieve the company’s long-term objectives.

This case is appropriate for graduate- and postgraduate-level courses in strategic management and executive management with a focus on strategy. In strategic management courses, it is well suited for discussions about company growth and expansion strategies, particularly in emerging economies. After working through the case and assignment questions, students are going to be able to do the following:<br><br><ul><li>Comprehend the influence of the external environment on a firm’s expansion.</li><li>Analyze the business model of a company and redesign the important elements of the model.</li><li>Understand how a company can leverage the advantages offered by different sales channels to achieve its long-term growth objectives.</li><li>Grasp how a company can develop an omnichannel capability to remain relevant in the foreseeable future.</li><li>Formulate a threats, opportunities, weaknesses, strengths matrix to generate strategic ideas.</li><li>Devise a strategic plan that a company can use to achieve its long-term growth objectives</li></ul>

• bicycle manufacturer
• indian bicycle industry
• Ninety One Cycles
• Alphavector India
• bicycle market India
• online bike sales
• strategic growth
• expansion strategies
• omnichannel retail
• business model redesign
• emerging markets strategy
• urban bike sales
• e-commerce bicycles
• Indian cycling brand
• long-term growth
• bicycle sales channels
• Indian bike expansion
• strategic management case
• company growth India
• SWOT analysis
• strategy
• growth
• emerging markets