In 2007, Trek Bicycles (Trek) entered the Indian market. Although Trek’s market share in India was small compared to its global presence, India held an important position in Trek’s global aspirations, and the country’s potential for growth drove Trek to enter that market. The company strongly believed in innovation and in delivering value to customers through a bundle of services and schemes. Trek operated in the country through a partnership with an Indian distributor and in 2017 set up its Indian subsidiary. The company had a first-mover advantage with respect to the sale of super-premium bicycles in India, but in 2019, after more than a decade, how could the company increase its retail network and grow the community that was connected with cycling?
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