TI Cycles, a division of the $3.8 billion Murugappa Group, has decided to bring its retail stores under a single brand name, from two currently. The company sells bicycles through Hercules Express and BSA Go as of now. Henceforth, however, only the name ‘BSA Hercules’ would be used for its retail stores.
“We have done this to help customers associate with the brand, and avoid confusion with two names,” said TI Cycles India President Dr D Raghuram. “Hercules and BSA are two brands that we own so we have the right to modify them,” he said.