With cycling taking the form of a health trend and parents making sure that children learn to ride well, Strider, especially known for making balance bikes for kids, is planning to make a huge impact in India.
Strider, which has a strong presence in over 75 countries across South America, North America, Asia and Europe, is planning to establish base by appointing a master franchise in India. Explaining the concept of balance bikes, which is considered quite niche in India, Dan Chell, Outreach Manager, Strider Sports International, says, “Balance bikes are designed to teach young children how to steer and balance on two wheels. When we started in the US in 2007, balance bikes were unheard of, but after seeing the benefits it readily became a household name. We are here to revolutionize the Indian bikes’ market.”
PRODUCT DIFFERENTIATION
Strider is targeting kids from cycling enthusiast families and discerning parents who understand the importance of learning riding fundamentals and appreciate good quality products. The company offers balance bikes for kids as young as six months to over eight years old. “We differentiate from the competition in terms of offering bikes for first-time riders, unlike the competition offering bikes for people already riding. The products available in the market don’t teach you how to ride,” explains Chell. He is quite hopeful that
Indian consumers will see value in the quality of Strider products. The company Whas sold over 2 million bikes globally, with over 4 lakh bikes sold just in 2018.
FRANCHISE STRATEGY
The company wants to hit the market in a big way with its master franchise model. “We are looking for a partner who will focus exclusively on establishing and growing Strider’s business in India, while taking care of marketing, sales and distribution of the products. We expect the master franchisee to have experience in distributing kids’ products and sports goods,” details Chell. The company is still devising a strategy for unit franchising.
Further, Strider will organise race competition for kids at regional and national level with the help of its master franchisee. The company already hosts international events in countries like Japan, China, Malaysia and Thailand in Asia.
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