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The Tranformation of Bajaj Auto


Entrepreneurship, Strategy and Entrepreneurship

Publication Year



One if India's best-known companies, Bajaj Auto is the largest producers of scooters in the world and the fourth largest producer of two-wheelers behind Honda, Yamaha and Suzuki. With the opening up of the Indian market the company is facing intense competition from all the world majors in its home turf. To protect and build on its market leadership, Bajaj Auto has to fundamentally transform its operations, organisation and strategy. But, is it possible for a production-oriented company used to a highly regulated and supply-constrained market to become a customer-focused, flexible and innovative organisation within the span of a few years? The Baja Auto case describes how the company is responding to these challenges. In this sense, the case is illustrative of the large number of established companies in emerging markets from Brazil to Indonesia who are facing similar challenges.

Topic List

Managing change, Responding to Deregulation, Opening up of an emerging market


Automotive : Two Wheelers

Publication Event Date


LBS Case Number




Publication Organisation Size

18000 Emploees; $80 million

Project Funder


Publication Research Centre


Available on ECCH


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