Hero Cycles launches Insync house brand touted as an “industry disruptor”

Indian bicycle manufacturing giant Hero Cycles has today lifted the lid on a new bike brand, dubbed Insync.

Having outlined an eye-watering vision to capture 8% of global bike sales, the group’s investment in a Manchester design centre is now bearing fruit in the form of a 75-strong portfolio of bikes bearing the new branding. The range is the very first designed by Hero’s new design team operating from the £2 million Manchester building.

This brand addition, according to Hero, is designed to give the business “one of the world’s leading bicycle brands for the mid-premium market in the £250 and £1,500 price range.”

Avocet Sports Limited’s CEO Sreeram Venkateswaran has hailed the Insync launch as a ‘watershed moment’ for Hero Cycles in Britain and Europe.

“Today marks a fundamental change in our approach to the market,” he said. “Hero has taken the Avocet brands of Viking, Riddick, Ryedale and DeNovo and totally redesigned the range but the big change is that we now have a team of passionate bike designers which Avocet never had. The heritage brands of Viking and Ryedale and the newer brands of Riddick and DeNovo, which Hero introduced in 2016, are better engineered and better made than ever before. Launching Insync is the beginning of a journey for our new design team, as a company we are very ambitious to create the best bikes for our market sector. Consumers can expect to see lots of design innovations and improvements as the Insync brand grows. Insync’s launch sets us on an upward trajectory.”

Mr Venkateswaran adds that Hero Cycles, now on the cusp of becoming the world’s largest bike maker, will be able to deliver top quality bikes at a great price because of its business model.

“With the backing of Hero Cycles we have been able to produce a range of bikes that catapult the Avocet brands into a whole new league in quality,” he said. “The twist is quality at a terrific price. It is precisely because we own our supply chain and operate four manufacturing centres it is much easier for us to make bikes to the highest standards, passing the saving to the consumer. The new Insync range can be a real industry disruptor.”

Mr Venkateswaran said Hero has also made a fundamental change to its sales strategy by deploying a new multi-channel approach to support the new Insync range. He said Insync will be available to consumers through the traditional Independent Bike Dealer (IBDs) sales channel along with a new direct to consumer sales approach. This will take the form of a new online sales platform launched in partnership with THG Ingenuity, the proprietary technology platform of leading online Beauty and Wellbeing business The Hut Group.

“This partnership enables Insync to be supported with a fully tested and integrated logistics solution which will ensure ease of buying, faster reach to our consumers and customer support services. This gives us the best possible buying experience. Our consumers will always have access to the entire range of bikes and all the latest offerings,” concludes Venkateswaran.