TI Cycles of India

About the company

Cycling in India has indeed come a long way from a vehicle of commute from the 70s to where it is today. TI Cycles was established by the Murugappa Group in the year 1949, in collaboration with Tube Investments, UK. With a turnover of 1,121 cr and a year-on-year growth of 18 percent TI Cycles is a market leader in the ‘specials’ segment of cycles. TI Cycles has the capacity to manufacture 4 million cycles a year at 3 plants across India - Chennai in the South, Nasik in the West and Noida in the North. Standing for the core promise of fun, fitness and freedom, TI Cycles offers consumers a range of bicycles, e-scooters, fitness equipment and infant mobility solutions.

About the internship

A truly unique 8 week internship is available based in Chennai, India. Your role would spend a considerable amount of time understanding and ideating on how to market TI Cycles products to urban adults in India. The project includes understanding all the 4Ps of marketing and providing recommendations for each of them. It is in the context of the rapid urbanization, increased purchasing power and need for companies and colleges to promote cycling on their campuses. 

The company are trying to enter a new sector of the market moving away from bicycles as a functional form of transport, ie commuting, which is shrinking in India, to a more lifestyle ‘personal mobility’ market which promotes fitness and wellness. Various phenomena need to be tracked – kind of product / features used by the consumers, their attitude towards cycling, competition in the segment and development of urban infrastructure (underground rail networks, rapid bus transport systems etc.) and other developments that can help the cause. You would look at how to use these various opportunities in the benefit of the company and its premium range.

This internship is with TI Cycles of India (part of the Murugappa Group) to develop a marketing plan targeting Urban Adults in India. The project will require a lot of travel within India (expenses will be paid), once the objectives and execution plan are drawn up in the first week or two and the project will be reviewed on a weekly basis. You will be involved in the market research that will help to inform this shift in emphasis. As such you will frequently travel to different parts of India to interact with consumers following a period of induction in Chennai. Assistance will be provided to find housing and you will be given a thorough, structured induction when you arrive. A buddy will be identified to help you settle in. All costs will be covered by Global Challenge; the internship will run from 9 July until 8 September 2012.

The project leader will be Mr Rajesh Mani, General Manager-Marketing, TI Cycles of India and Project coordinator will be Mr Rajesh Sangewar DGM – Consumer Design who will provide information, support and guidance throughout. 

Qualifications and skills

Required competencies and skills

  • Go get it attitude
  • Should have intuitive interest in understanding consumers
  • Fair analytical skills
  • Should enjoy travelling
  • Interested in cycling and personal mobility
  • Fluent in English
  • Open to overcome cultural barriers

Educational requirements or experience

This internship may be of interest to a student having marketing / brand & communication as a major subject in their course with an interest in exploring and understanding consumer behaviour and their product requirements at wide demographics and psychographics. They should have some knowledge of marketing, though need not be pursuing a marketing degree.  A Mechanical Engineering background would be of interest, although this is not critical.

Application instructions

Applications for this opportunity are now closed.