Rajiv Bajaj accepts scooters. Finally.

Yesterday, one of India’s largest two-wheeler companies, Bajaj Auto, unveiled an electric scooter called e-Chetak. The name Chetak evokes the nostalgia of pre-Liberalization days (before 1991) among a particular generation of automotive enthusiasts, and also advertising agency professionals who coined memorable jingles and campaigns during those years. This was the time when Bajaj’s Chetak was India’s best selling two-wheeler, with waiting period running into years. Of course, that’s before the erstwhile Hero Honda took over the market with its fuel-efficient motorcycles.

Amongst all the PR bluster that has come out, this bit is the most important, from managing director Rajiv …


Ashish K. Mishra

Ashish is the editor-in-chief of The Morning Context. One of the best-known business feature writers in India, he was selected for Germany’s Robert Bosch Stiftung Fellowship in 2012 and received the Mumbai Press Club RedInk certificate of recognition in 2015 for his story “Inside the Network 18 takeover”. Before joining The Morning Context, Ashish co-founded The Ken, where he was managing editor. His previous writing stints include Mint, Forbes India and The Economic Times.