Bajaj Group: Evolving in Tandem with the Nation

Bajaj was a household name in India in the pre-liberalisation era. Their iconic scooter Chetak and commercial jingle “humara bajaj” was an integral part of the middle class lives then. But, with economic reforms ushered in in the 90s, new bike brands and cars flooded the market. This, coupled with enhanced purchasing power of the middle class population, gradually started denting the group’s market share. Not wanting to be bogged down by competition, Bajaj Group rebounded by diversifying into financial services, while reinventing its flagship brand Bajaj Auto, which no longer manufactures scooters, under the astute leadership of Rahul Bajaj and his sons.

At present the conglomerate operates 36 companies, spanning iron and steel, automobiles, home appliances, lighting, travel, finance, and insurance. Some of leading companies under its fold are Bajaj Electricals, Bajaj Auto Ltd., Bajaj Finserv Ltd, Hercules Hoists Ltd, Bajaj Holding & Investment Ltd., andBajaj Hindusthan Ltd.

Here’s the story behind its enduring success…