The icon motorcycle brand BSA, now owned by the Mahindra Group, made its foray into the Indian market on Thursday with the launch of the Gold Star 650 model priced at Rs 2.99 lakh ex-showroom Delhi.
BSA is among the oldest producing companies in the world. It was formed as a Birmingham Small Arms Company. In 2016, it was acquired by Classic Legends, Mahindra Group's premium motorcycle division. Classic Legends has already reached Indian roads with its Jawa and Yezdi motorcycles.
Gold Star 650, reintroduced in 2021 to the UK, is already available for sale in key markets like Europe, Turkey, New Zealand, and the Philippines.
This new offering is slated to get into a scrap with the Royal Enfield Interceptor 650, whose starting prices are only a shade higher at Rs 3.03 lakh, thereby making this Gold Star 650 competitive in the 650cc segment.
According to Anand Mahindra, Executive Chairman of the Mahindra Group, "Bringing BSA to India is not just giving Indian riders access to a glorious part of global motorcycling history but bridging that gap. The new Gold Star personifies the indomitable spirit of BSA—a brand born in adversity, built on it," he said while launching it.
He added, "India is rising, and our potential is huge. We are the fastest-growing large economy, and this resurgence can be seen right down to our ability in reviving iconic brands like BSA."
He added that the revival of BSA by the Mahindra Group is also part of a trend wherein Indian companies are acquiring and rejuvenating British brands—driven by the scale and economic power of today's India.
"Our mission is to breathe new life into these legendary brands. The spirit of BSA is deeply ingrained in the new Gold Star 650," Mahindra emphasized.
He also went on to add that the COVID-19 pandemic has fast-tracked growth in the motorcycle segment and is confident of the Gold Star 650's success as well: "If the product is outstanding, then success has to be there. I am sure that will be the case for the Gold Star 650 and that it will happen very fast."
The BSA Gold Star 650 is now available across select authorized dealerships in India, with bookings open.
Anupam Thareja, Co-founder of Classic Legends Pvt Ltd, said in response to the launch, "The BSA Gold Star is the distillation of excellence in motorcycling. Be it the classic tank design or the character-filled discretion of the engine; all has been tastefully done as a genuine tribute to the golden era of BSA with performance, reliability, and innovation that a global brand would come to expect. We worked relentlessly to live up to the legacy that defined the gold standard for generations.
The company has plans to further expand its presence in the US, Australia and Japan markets as well.
Earlier this month, Classic Legends Private Limited had formed a joint venture with Tube Investments of India Ltd. for utilising BSA Marks in India.
Tube Investments is a flagship company of the Murugappa Group and is one of India's leading manufacturers of bicycles, automotive components, transmission and engine parts, precision steel tubes and fitness equipment.
In relation to the BSA Marks, this CLPL-TIIL JV will emphasize on their use in India for motorcycles and their respective parts and accessories to be produced and sold by Classic Legends.
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