By definition, a Super brand offers consumers significant emotional and physical advantages over its competitors, which consciously or subconsciously consumers want, recognize and are willing to pay a premium for. A Super brand cannot be substituted. It is part of our life. It has become one with us.
Considered as " Oscars of Branding ", in 25 countries of the World, the Super Brands in India were bought by the finest marketing guru of all times Late Shunu Sen and the unbiased rating agency ‘Super Brands India’ is now headed by Mr. Anmol Dar and includes the most powerful brains in the world of marketing and advertising in India - Mr. Dilip Sehgal, Mr. KMS Ahluwalia, Mr. Mike Khanna, Mr. Nabankur Gupta, Mr. Piyush Pandey, Mr. Raghav Bahl, Mr. Sunil K Alagh, Mrs. Tara Sinha and Mr. Yogi C Deveshwar, besides others.
Globally, a select few, exceptionally powerful brands, are recognized as Super Brands. Some of the Indian brands have made it into this unique hall of fame, and amongst that coveted group features Hero Cycles. Super Brands are actually the big ideas which provoke us to explore the realms of our dreams and inspire us to live satisfying life styles. Anchored in omnipotent consumer insights, the super brands go beyond mere functional promises as they trigger deeply embedded emotional chords.
Hero Cycles has been one of the most progressive and dynamic brands for the decades now. More than 2200 dealers, 4800 employees and more than 14 Crore satisfied customers, have directly or indirectly, endeavoured tirelessly to make Hero Cycles a phenomenal success and are the true guardians of this brand.
Ambitions, belief, empathy and a strong culture of sensitivity are at the heart of Hero Cycles brand. Each of these values is reflected in the company’s products, its communication and its dealings with suppliers, employees, dealers and customers. Be it company’s environment friendly manufacturing processes or the brand initiatives for the lower income customers, leadership is all about capturing the hearts & minds of the people- the way a true Hero always does.
At Hero Cycles, quality is a tradition, be it in the form of well trained labour, technically superb machines or world class quality. The conformance to quality at Hero begins on shop floor, with every worker ensuring at each stage manufacturing, that only perfect product passes through his hands. Hero’s production department too believes in following the zero-defect approach and continuous upgradation of its manufacturing systems. The marketing and operations teams are also constantly creating new and effective strategies using modern management techniques. And finally, every Hero cycle goes through a series of rigorous quality checks before it leaves the factory. No wonder, Hero is in proud possession of ISO-9001, ISO-9002 & BVQI certifications and also ISO 14001, environmental compliance endorsement from the Ministry of Environment.
Constant quality upgradation ensures that the company stays in the global mainstream and maintains its edge, through excellence. A technology tie-up with National Bicycle Industries of Japan led to the launch of the ‘World 1’ series of cycles, besides introduction of new frame designing and features like- A-frame, D-frame, Y-frame, Swan shaped frame, speedometers & indicators among others.
Heroes moving the Globe
Today Hero Cycles is one of the handful companies in India which can boast of the global scale of operations, not just in size or superior technology, but also its innovative marketing strategies. True to its leadership stature, Hero has not only achieved a volume of production that can be matched by no other cycle manufacturer in the world, but has also started exporting bicycles to countries like US, Germany and Japan, which is a manifestation of Hero’s quality and marketing capability. Hero’s forays into the overseas markets pioneered the Indian export in bicycle segment as early as 1963. While initial exports were restricted to the Africa and the Middle-East, today more than 50% bicycle exports meet the demands of sophisticated markets in Europe and America. Indeed, to dare to explode from a small town of Ludhiana to world’s best and household name in 89 countries, it has Herculean task by any standards.
This Super Brand has still a long way to go but there is no hurdle too big and no accomplishment permanent as this super brand thrives on the philosophy that Heroes in the market-place are the ones, who forge strong relationship by being relevant, constant and persistent, ...the True Heroes - in spirit and in form.
Born out of Passion
The ore goes into fire only to shed off its impurities. Similar is the man whose virtues shine when he is tried by the fire of life. Taking upon ‘Novelty’ itself as a competitor, the Hero Cycles, has been always striving for perfection and innovation in every aspect of their dealings. The pursuit to innovate is endless at Hero, so much so that ‘innovation’ has become a buzz word in Hero premises. Hero Cycles has been able to use changes and new trends to its advantage by identifying emerging need gaps and expanding its product portfolio to appeal to different kinds of customers. In its endeavour to keep a step-ahead of times, Hero’s most advanced & modern R & D department continuously creates innovative products having functional attributes & aesthetics, meeting the aspirational needs of its proud customers around the globe. As a result, Hero Cycles was able to launch several new concepts and models in bicycles like the Mountain Bikes, Racer Bikes, Dirt Terrain Bikes & D-frame bikes besides creating a variety of cycles for different user segments and sub-segments – including women and children, students, adventure seekers, labourers, city customers and fitness conscious. Rolling out nineteen new models in just one year, itself speaks volume for Hero’s emphasis on innovations & designs.