Amidst the whispering pines and rugged trails of Shimla, the 11th edition of MTB Shimla 2024 was held; scripting a thrilling story of grit, determination, and a growing cycling culture. The event was organised by Firefox Bikes in collaboration with HASTPA. It was a celebration of the adrenaline rush of mountain biking and also a spotlight on the evolving premium bicycle culture in India.
Premium bicycle wave in India
India has been experiencing an evolution in its cycling scenario for the past few years. Cycling, which was once thought of as a simple mode of transport, is now becoming a lifestyle choice and is adopted by fitness enthusiasts, adventure seekers, and environmentalists. Brands like Firefox are at the front of the line in campaigning for the top quality cycling experiences in the Indian market.
In an exclusive interview with the Marketing Lead of Firefox Bikes, Ashish Sood highlighted the brand’s dedication of promoting cycling as a healthy alternative. He said, “Our goal is not just to sell cycles but to persuade people to adopt cycling as a way of life. The pandemic has accelerated this movement by stressing the health benefits of cycling.”
MTB Shimla: a catalyst for change?
Reflecting on the significance of MTB Shimla, Sood highlighted its role in catalysing the biking culture across the country. “MTB Shimla started when the cycling was just beginning in India. During the years, it has become a national event, attracting participants from different regions and communities,” he said.
The event saw a dramatic increase in the number of riders, 140 from 45 cities and five countries, who joined to prove their skill on the difficult landscape. “From seasoned veterans to budding enthusiasts, MTB Shimla exemplifies the universal appeal of mountain biking,” added Sood.
Business dynamics in the Indian cycling market
Although, the big companies control the world cycling with the mature infrastructure, the Indian landscape is a totally different case with its unique possibilities and problems. Sood talked about the difficulties of the Indian market and explained that India is in the process of a paradigm shift, where the people are now shifting from normal bicycles to premium bicycles.
Nonetheless, people cannot easily adapt to this shift because of the affordability and infrastructure.
Evolution of MTB over the last 11 years
The advent of MTB Shimla marked the beginning of the mountain biking transformation in India, and over the years, it has mirrored the development of mountain biking in India.
Originally a one-day race, MTB Shimla has now become a multi-day event with foreign participation, thus turning out to be a symbol of the country’s cycling revival. Reflecting on the journey Sood said, “In the last 11 years, MTB Shimla has expanded in both size and importance, being a symbol of the increasing enthusiasm for mountain biking among Indians of all ages and backgrounds.”
Contrasting cycling markets
Cycling as an adventure sport in European countries or in the US versus while in the Indian market, are characterised by cultural, economic, and infrastructural factors.
Thus, Sood compared the two markets, saying, “In the West, cycling is part of the culture, with a strong infrastructure and a well-developed market ecosystem. On the other hand, India is at the beginning of the cycling culture, and it is fast-growing, driven by the people interest in fitness and wellness.”
Challenges and triumphs
Although the bike culture in India is on the way to success, it has its own difficulties too. Economic problems, infrastructure difficulties and lack of awareness are are amongst a few issues that the cycling community faces. Nevertheless, the MTB Shimla is a light of hope that encourages the communities and brings the cyclists together to the feeling of being part of the same team, adds Sood.
In the future, Sood envisions a time when the Indian society will be full of cyclists and the barriers related to cycling will be gone. “Our journey doesn’t end with MTB Shimla. Our aspiration is to reach a healthier, greener India through the joint efforts and the continuous advocacy,” he concluded.
With the final scene of the latest MTB Shimla draw to a close, the legacy of this event is still alive in the hearts of the Indian cycling community. From the green hills of Shimla to the busy streets of the big Indian cities, the wheel of change is moving and it is pushing the country towards a brighter, healthier future- one pedal at a time.