Mahindra to launch Jawa branded bikes in India

Mahindra and Mahindra today announced that its subsidiary, Classic Legends Private Limited (CLPL), has signed a brand licensing agreement with Jawa that will allow the former to launch and market bikes under the Jawa brand name in specific markets of East Asia and India.

CLPL had also recently acquired BSA under a deal worth Rs. 28 Crore. Now the Indian automaker has claimed to have shifted focus of its two-wheeler business towards the premium niche segment. In-line with these plans, the company will be introducing new bikes under the BSA and Jawa brand names. BSA bikes will be targeted towards the international markets, while bikes under the Jawa moniker will be developed, manufactured and sold in the domestic market.

The company has also announced that products under the BSA and Jawa brand names will be developed in accordance with the characteristics and ethos of the respective brands. The first few launches under this plan will take place in around two years.