Classic Legends, the Mahindra-backed company known for reviving iconic motorcycle brands like Jawa, Yezdi, and BSA, is gearing up for an ambitious growth phase. With a ₹1,000 crore investment planned until FY26, the company aims to strengthen its market presence through new product development, expanded distribution, and strategic global expansion.
Sharad Agarwal, recently appointed as Chief Business Officer, emphasized the importance of blending heritage with modern expectations. “We have the legacy, but our challenge is to evolve while staying true to the DNA of our brands,” he stated. Despite its strong brand recall, Classic Legends currently sells around 3,000 units per month—far behind market leader Royal Enfield, which averages 80,000 units.
A Multi-Brand Strategy for a Competitive Edge
Classic Legends’ diverse portfolio offers a unique advantage. “Each of our three brands—Jawa, Yezdi, and BSA—has its own identity and appeal. Our focus is on reviving their classic character while enhancing performance and design,” Agarwal said. However, in a segment dominated by well-established players like Royal Enfield, KTM, and Bajaj, scaling up will require more than nostalgia.
To ensure long-term success, the company is expanding its dealership network to 400 outlets this year, strengthening its reach and customer engagement. Rather than chasing short-term volume growth, Classic Legends is focused on building a sustainable business. “Our approach is measured—we’re in this for the long run,” Agarwal added.
Global Expansion: Unlocking New Markets
Classic Legends is setting its sights on international markets, particularly with BSA. The brand, which enjoys strong heritage value in the West, is preparing for a launch in key regions such as the US, Dubai, and Australia. The upcoming BSA Scrambler will spearhead this expansion, with Jawa also eyeing global entry soon. “Entering new markets is a strategic step in our growth journey,” Agarwal noted.
However, global success will require more than just brand nostalgia. Competitive pricing, a strong dealer network, and a compelling product lineup will be critical in challenging established international players.
A Cautious Approach to EVs
While the industry sees a growing shift towards electric vehicles, Classic Legends is taking a wait-and-watch approach in the premium segment. “We have the technology, but we don’t want to launch an EV just for the sake of it. The category is still evolving, and we’ll enter at the right time with the right product,” Agarwal said.
With a well-calibrated strategy combining brand heritage, innovation, and global ambitions, Classic Legends is positioning itself as a formidable challenger in the premium motorcycle space.
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