Tube Investments of India Ltd. better known as Ti cycles of India is the owner of well known brands like BSA, Hercules, Montra etc. With the growing urban bicycle market they faced tough competition from decathlon Btwin bicycles. Hence Ti wanted to launch a new brand which would specifically target urban cycling in cities. Good minimal bicycles ridden by adults and modern day commuters. I was fortunate to be under the guidance of Vaisakh AN, who steered the project in the right direction.