India's second-largest two-wheeler maker, Bajaj Auto has recently revealed its strategy of being transformed into an independent bike manufacturer in the long-run.

In fact, the company has also shown interest in focusing only on four brands i. e. Boxer, Discover, Pulsar and KTM in the long-run including the three-wheeler brand and will be phasing out the rest.

Notably, the company already stopped manufacturing XCD 125 and 135, Wind and Caliber and the CD100 is manufactured for certain export destinations. The fact that Bajaj as a brand is associated to FMCG products and consumer durables as well have led brand diffusion for the company and changing the perception is giving a hard time to the company.

As the company has recently confirmed that it may not be able to compete with the rival Japanese brands on the cost, quality or production levers but it is very much capable to trigger the consumers' decision on the brand lever in its favour. In fact, the decision not to sport the Bajaj brand in its ULC project with Nissan is in itself a testimonial to the same.