11 months ago
Jawa & Yezdi Revival: Nostalgia Fuels India's Motorcycle Market
Anupam Thareja, the man behind Jawa and Yezdi motorcycles, talked about bringing these old bike brands back to life.
He explained that a friendly chat with Anand Mahindra led to the idea, seeing how classic brands could make a comeback.
They then partnered to create Classic Legends and build modern versions of the Jawa and Yezdi models.
These motorcycles are made for people who love the nostalgia of these brands and they dropped the price of the bikes due to a recent tax cut.
Thareja believes the new bikes will be very popular and make this a great Diwali for the economy.
Anupam Thareja discussed the revival of Jawa and Yezdi motorcycles at the Republic Business Leadership Conclave.
The venture started from a discussion with Anand Mahindra in 2015, inspired by the success of Royal Enfield.
Classic Legends manufactures retro-modern models under the Jawa and Yezdi brands.
The GST 2.0 revision resulted in price drops for Jawa and Yezdi models.
Thareja anticipates a positive impact from the GST cut, particularly for the upcoming Diwali season.
- Who
- Anupam Thareja, Co-Founder of Classic Legends.
- What
- Discussed the revival of Jawa and Yezdi motorcycles at the Republic Business Leadership Conclave.
- Where
- Republic Business Leadership Conclave.
- When
- Recently, likely in the lead up to the Diwali season.
- Why
- To share insights on the two-wheeler market, emphasizing nostalgia and consumer passion.
Key facts
- Company
- Classic Legends
- Brands
- Jawa, Yezdi
- Models (Jawa)
- 350, 42, 42 Bobber, Perak
- Models (Yezdi)
- Roadster, Scrambler, Adventure
- GST Benefit
- Price reduction of Rs 13,500 to Rs 17,000
- Fuel
- ICE (Internal Combustion Engine)
Quotes
Anupam Thareja
Co-Founder of Classic Legends
“On an ICE engine, launching a new brand sounds ridiculous. But I wasn’t just creating bikes—I was reviving memories. Surveys showed the love for these brands was effervescent. Nostalgia, when blended with modern safety and performance, creates a winning formula”
republicworld.com
“He was stepping away from a two-wheeler business that wasn’t doing too well. I suggested reviving Jawa and Yezdi. Having seen the Royal Enfield turnaround, I knew heritage brands could work”
republicworld.com
