Firing on all cylinders

HOW BAJAJ CHETAR’S SPIN ON ITS LEGACY HAS ENABLED ITS COMEBACK IN THE EV TWO-WHEELER MARKET

- CHRISTINA MONIZ

BAJAJ CHETAK, WHICH was brought back to life late in 2019 after its discontinuation in 2005, has seen a remarkable resurgence, making it the second-most sold electric (EV) two-wheeler in the country in 2025.

“Chetak stands for reliability,’ says Rishabh Bajaj, general manager of EV twoand three-wheelers, Bajaj Auto. “Every Bajaj product has stood for reliability across decades, and that will not change.”

Last month, Bajaj Chetak, best known in the 1980s and 1990s as the iconic two-wheeler brand for middle-class families, launched its most affordable electric scooter, the C25 priced at = 91,399 (ex-showroom). The new C25 presents a “younger, cooler expression’, says the company, to stay relevant to Gen Z consumers. While the brand has switched gears targeting Gen Z consumers, its commitment to the Indian middle class remains intact. At the launch, Rishabh Bajaj highlighted the fact that the bike’s pricing strikes a balance between affordability and quality.Notably, around 40% of Chetak buyers are under 35 years of age. Rishabh Bajaj, the youngest son of MD Rajiv Bajaj, notes that while the company’s values and legacy remained unchanged, the Chetak's design and functionality were put together keeping in mind the expectations of younger consumers.