Big Ben Targets Export of Saddles to Europe
LUDHIANA, India – Ludhiana based saddle brand Big-Ben appointed a Polish consultant Michael Koziarski to increase its product visibility and to emerge as a saddle brand in Europe. The company aspires to have wider footprints in the European market.
“The consultant helps us to identify right product mix as per prevailing trends in the European market. The objective is to produce and design a saddle range for the mid to high end priced market”, stated Tejvinder Singh, Managing Director, Big Ben. The company was showcasing its saddle range for domestic and international market at bicycle show CFOSE in Ludhiana. “We are targeting OEMs and aftermarket with our own brand ‘Selle Mio’. The products would be priced competitively to create a position on the mid-level market,” said Michael Koziarski.
Big Ben’s consultant is based at Katowice in the South of Poland. He has been in the bicycle industry for almost two decades and previously worked for Merida Poland. Now Michael will provide market know-how to manufacture a saddle range for distribution in Europe. Currently, Big Ben is mainly exporting saddles to Portugal, Germany, Hungary, Poland and Italy. “Today we exports 200,000 saddles to Europe annually and our objective is to increase this to 5-6 million units in the next five years,” said Singh. Big Ben has already installed a dedicated assembly line for export production, which has entirely different product range.
Currently, Big Ben’s Ludhiana site produces a saddle range including vacuum forming, cruiser, MTB, PVC, handmade, ladder saddle along with pedals, grips, reflectors and accessories. (SS)