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Wednesday, October 11, 2017

Rohit Kuttappa, CEO and Co-Founder, ChooseMyBicycle.com

Rohit Kuttappa is the CEO and Co-Founder of ChooseMyBicycle.com. He has done his MA, Economics from Loyola College Chennai and M.B.A - Marketing from LIBA (Chennai). He co-founded ChooseMyBicycle.com with five friends in 2012 and pivoted the company in 2016 into a 360 E-Commerce portal for bicycles. In conversation with Dominic Rebello, Rohit who has extensive knowledge and experience in the bicycle industry says his vision is to be the largest E-Commerce portal for bicycles in India.

What is the idea behind ChooseMyBicycle.com?
The idea behind ChooseMyBicycle.com was to create an E-Commerce platform that has an ecosystem of products and services to cater to all needs for a cyclist.
The company operates in 5 verticals namely:

  • E-Commerce for bicycles
  • E-Commerce for accessories, apparel and spares
  • Bicycling events
  • Expert reviews (Text and videos)
  • Service at home  

The company's core philosophy and tagline is 'Keep Cycling'.  We strive to ensure that all our actions help more people cycle, using our portal and eco-system to enable it.

How are you different from others or your USP?
The company operates a very unique channel model, where it's USPs are as follows:

  • We ship 'Fully fitted Ready to Ride bicycles' delivered to a customer's doorstep
  • Customised box with reinforced proprietary packaging (0% defects and returns)
  • Anxiety free buying and ownership experience
  • Assisted buying with our bicycle experts
  • Cycling event specialists

Any expansion plans?

  • We are in the process of growing the team across the country
  • Investment in the tech team and infrastructure in order to automate the sales to delivery process, with the objective to improve customer buying and ownership experience
  • We plan on opening fulfilment centres in four hubs,  to ensure a 3-4 day delivery anywhere in India
  • In the near future, we will launch the company's flagship experience stores in 6 cities, with a focus on showcasing exclusive International and Indian brands.
  • Growing the 'service at home' network to the top 48 cities
  • Onboarding more brands with a scalable a model
  • We are looking at a few International brands to be their exclusive partners in India
  • In the process of raising capital for expansion

Who would primarily be your consumer audience?
We sell bicycles from Rs..2,500 to 1.5 lakhs, in the following categories:
a) Gifting for toddlers and kids. (Target audience are parents aged between 25 to 40yrs)
b) Youth bicycles (Teens and Young adults aged between 12 to 17 yrs)
c) Performance bicycles used for health, fitness and sport (Adults aged between 25 yrs to 45 yrs)
 
Where do you see yourself five years down the road?
In 5 years, ChooseMyBicycle.com would like to be the destination omni-channel bicycle portal, that helps cyclists have access to the widest and best range of bicycles and accessories with our anxiety free ownership promise. We would like to get over 1 lakh new cyclists on a bicycle every year, through our events across India. ChooseMyBicycle.com will ensure that we remind and enable Indians to 'Keep Cycling'.

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