I am a fun loving person who loves motorcycles and everything to do with them. I take great pride in punctuality and am always open to experimenting with new things, the latest of which is learning to ride on the racetrack.
Q2. What is the one subject you think aspiring leaders should learn?
One of the most important subjects aspiring leaders should concentrate on is the willingness to be a good listener. Always be open to feedback and allow your colleagues to express themselves. It’s only when you listen clearly, you can lead clearly.
Q3. One thing you believe is essential for sustained growth.
Attention to detail is critical. It’s the simplest yet most overlooked aspect in a person’s quest for growth.
Q4. One book that you love and the one you’ve bookmarked.
I like “Beyond the Last Blue Mountain”, the biography of Mr JRD Tata. In fact, biographies are one of my favourite genres, and I have recently bookmarked Valentino Rossi: MotoGenius by Mat Oxley and Mick Doohan.
Q5. Leadership quotes that inspire you
“Live Life a little dangerously” – JRD Tata
Q6. What is your unique way of maintaining a work-life balance?
I am the first person to reach the office, so I always start my day slightly early, enabling me to finish on time and leave work to spend time with family.
Q7. Significant learning in the past couple of years?
I come from an automobile background, but I was not riding big bikes until I joined Ducati. I learnt how to ride big bikes in multiple circumstances – I rode to Spiti and back on the Multistrada, started attending track days on the Panigale V4, and sometimes commuted to work on a Scrambler. The idea is to adapt and place myself in the rider’s shoes to understand our clients’ psyches.
Q8. Some productivity apps and technologies you use in your daily life?
I am old school, so I don’t use many apps except Apple notes and the MS Outlook calendar.
Q9. What is your technology detox?
I love to listen to my favourite music on my Apple + Bose ecosystem. It works wonders for a good night’s sleep.
Q10. If money was not a bar, what piece of tech and automobile would you own?
I would love to buy a Ducati Superleggera V4, a Lamborghini Urus, or a Ferrari Purosangue!
Ducati is a brand decade in the making. Their name is synonymous with speed, design and performance. Today, the Italian bike maker dominates globally with its vast array of motorcycles ranging from adventure tourers to sports bikes. So far in India, Ducati has dominated the premium segment with a series of successful product launches. How do they do it, and what it takes to run a successful brand? We discuss all of this with our special guest, Bipul Chandra, MD Ducati India.
Q – Ducati has been on a roll this year; you guys are putting out one great product after another. To what would you attribute this change in strategy?
Ans: 2020 was, as you know, quite a challenge. Many of our bikes, which we wanted to introduce in India following BS6 norms, were delayed. This in part and our growing BS6 portfolio, combined, resulted in our aggressive plans for 2021. As an industry, we had grown and were better prepared to deal with COVID related restrictions. We were confident we would deliver on our plans and introduce our long-awaited bikes in the Indian market in 2021. So far, we are right on the mark as the first four months of the year were positive. We are eagerly looking forward to more launches and infusing the market with our entire line-up of BS6 bikes.
Q – Ducati recently launched the brand-new Streetfighter V4, and it features some significant improvements since last time. How well do you think it’d be competing for this time around?
Ans: The Streetfighter V4 has developed an insane following amongst riders and enthusiasts alike, making it a halo product in the segment. To experience the best in the super naked category, the Streetfighter is undoubtedly in a league of its own. We were the first to introduce and popularise the “Naked Bike” category, and with the Streetfighter, we have raised the bar yet again. Our team has nailed the design, the power, and the stance. No doubt, it won the ‘Most Beautiful Bike’ at EICMA 2019. I am happy to share that we have sold out the initial shipment assigned to India, and we are already looking to get another one ready for the customers. This is a testimony to how eagerly the Ducati fans were waiting for the Streetfighter, and I am thrilled that we finally have it here.
Q – An year after the lockdown, we’re in another one, and with countries preparing for a third wave worldwide, do you think “work from home” is a permanent change?
Ans: We are still bound to our home offices with minimal movement of our staff to oversee the supply chain and the delivery aspect of the bikes to our customers. We have taken extra precautions to allow for easy and safe servicing and delivery of new bikes at home. Ducati has always been a very customer-oriented brand, and that’s why, last year, we introduced the ‘Ducati Cares’ program, which has a detailed and a defined SOP related to sanitisation, social distancing, temperature checks etc. at our showrooms. Understandably, it has not been smooth sailing for every operation to go remote. Still, with the vaccination drive picking up steam in the country, it looks like working from home will be a thing in the past if we all do our bit to take suitable precautions to prevent the pandemic.
Q – How has lockdown affected brand marketing? Are there new opportunities emerging as we move ahead?
Ans: Due to the ongoing situation, most of our advertising is via social media and digital platforms. We have a highly engaged community on Facebook, Instagram and we use lead generation advertising to reach out to prospects and book their test rides for when things are better. We also promoted posts on social media and Google Display Network to amplify our new launches for the Streetfighter V4, which got an exceptional response on social media and our website. We constantly promote initiatives like our Bike Configurator on the website. A customer can accessorise and customise his Ducati via an extensive range of accessories and get the new bike delivered precisely as they configured it online. Yes, the experiential marketing has taken a hit as we have consciously decided not to conduct any on-ground launches or events to do our bit in containing the spread of the virus. I hope that we will be back with DRE activities this year or in 2022 if the Covid situation is under control and the government regulations allow us.
Q – The second wave has affected us in ways unimaginable: how has Ducati helped its employees to ease this situation?
Ans: We have introduced flexible hours for our employees and dynamic structure implementation so that our team members can take time off to manage the home duties as well. We have also created a support group for internal purposes where our employees can reach out if they need assistance of any sort. As a team, we are constantly checking in on our employees to ensure their mental health. And being a lean team, we are always in touch with each other.
Q – With Ducati in Italy, its factory in Thailand, and India’s office, you effectively work in three time zones. What’s your strategy to manage all that?
Ans: I am proud to share that as a team, we are very well coordinated. Our plans develop keeping the time zones in mind and the flow in which our announcements are made to not hamper our strategy in any of our markets. I am also always in awe of how fast our team’s turnaround is to any request from our office/dealerships. 2021 has already seen eight new bikes from Ducati hit the roads, from the updated Scrambler range including Nightshift, Desert Sled, Icon, Dark Icon, and 1100 Dark Pro to the super naked, the Streetfighter V4 joined by Panigale V4 and Diavel 1260, which were just launched! This goes on to show the speed with which we are proceeding.
Q – What’d you say is the best way to market to a niche audience?
Ans: It is very subjective, but we believe in the age-old saying ‘Race on Sunday, sell on Monday.’ We are associated with various racing events and competitions such as MotoGP, WSBK Championship, AMA Superbike Championships etc. These associations are an incredible way to continually improve and deliver products that our customers have come to expect of us. Furthermore, our team and athletes enjoy these events, so that’s an advantage. It also helps us incredibly engage with our key audience. We also focus a lot on organising demo ride events riding events on the racetrack, off-road tracks, etc. We try to share the experience of riding a Ducati. We are super confident of the product and believe that a customer can take an informed decision only when he has experienced the quality and the character of a Ducati motorcycle.
Q – Any inside scoop that you’d like to share for the Ducati fans?
Ans: I do have one: this year, we will have our entire international BS6 line-up available in India. Next on the launch timeline is the Multistrada V4, which will be launched in India in the first half of July, so that’s an exciting development that we’re looking forward to.
It may seem like a distant dream, but we are finally looking to resume on-ground events and activities to reconnect with our customers via our world famous DRE events like Track Days, Off-Road Days, Dream Tour and Scrambler “Land of Joy” riding experiences. If the situation permits, we would love to launch our bikes at on-ground events, meet our friends in the media and, of course, attend MotoGP events with the Ducatisti.
Q – With the used vehicle market jumping through the roof due to the pandemic, do you see brands officially venture into this particular market in the future?
Ans: We are also a part of that market in the form of Ducati Approved. The service team at our dealer network follows a stringent 35-point checklist while inducing a used bike to ensure that it is in good condition and can earn the Ducati seal before being sold to an interested customer. I feel that Ducati Approved is a brilliant stepping-stone for customers to enter the world of Ducati. The prices are attractive, and the after-sales service costs have also gone down considerably. It will not be long before we see more people opting to buy pre-owned luxury superbikes.
Q – Electrification increasingly seems to be the next step in transportation. How well do you see it play out in the Indian market?
Ans: We are proud of our rich history, legacy, motorsport success, and our ability to transform these experiences into high quality, performance-oriented, tech-infused products that are used daily by both motorcycle enthusiasts and new riders. It has allowed us to understand our customers and share our passion with people worldwide to experience and relish in the joy of owning a Ducati. Satisfaction and experience are high on every Ducati product that comes into the creativity and ultimately creates an odd sensation. To get all these experiences into fruition, you have to test ride a Ducati, and that is how confident we are of the product. In addition, we ensure that every motorcycle produced in Italy makes its way to India. Therefore, we are a few manufacturers with such a diverse range of motorcycles, from racing to sport touring to heritage and ensuring that each model makes its way to India.
Coming to electrification, Ducati invests a lot in R&D, and we are weighing the options. We are transparent about one thing; no matter what the source of power is, we will not compromise with the signature experience of riding a Ducati.
Q – Lastly, what’d you like to say to Ducati riders and fans moving forward in 2021?
Ans: I would like to request every Ducatisti, Ducati enthusiast and fan to stay safe and follow all COVID guidelines so that we can all come out of this pandemic safer and stronger than ever. We have great plans for the Indian market, and I can promise that the following years will be eventful in Ducati’s Indian journey.
Q – What’s your dream car and bike?
I would love to lay my hands on a Lamborghini Countach and a Ducati 916
Q – What’s on your reading list nowadays?
I am reading the Multipliers by Liz Wiseman and Find your Why by Simon Sinek. Then I have a couple of more books waiting for me.
Q – What’s the best life lesson you learnt?
Character is the only thing that matters.
Q – Any advice for upcoming marketers and directors?
Actually, a couple of them: One may be deprived of time, but it always pays to look for the devil in the details, never compromise on ethical issues and always stand for your team.
Q – Your favourite non-work-related activity?
Watching YouTube videos about technological advancements and documentaries about historical events.
Q – How’d you sum up your experience working at Ducati in three adjectives?
Ducati India today announced the launch of the all-new Ducati Scramblers in India. The MY21 Scrambler range for India now includes Scrambler Icon, Icon Dark and 1100 Dark Pro at Rs 8.49 Lakh, Rs 7.99 Lakh, and Rs 10.99 Lakh respectively (Ex-Showroom Pan India) respectively. The new series is more contemporary, comfortable, and safer, and further enriches and completes the Scrambler ‘Land of Joy’ in India.
The Ducati Scrambler Joyvolution continues with the arrival of three new versions: Scrambler Icon, which is the perfect blend of tradition and innovation, Scrambler Icon Dark, which represents the ideal gateway “800” range, and Scrambler 1100 Dark Pro, which is elegant, pure and an utterly customisable bike. For MY21, all the bikes in the Ducati Scrambler family become compliant with BS6 norms.
Commenting on the launch, Mr Bipul Chandra, Managing Director of Ducati India, said, “The Scrambler range has always been a favourite amongst our customers and is the bestselling model range in India. It’s easy riding nature, oodles of character, and accessible everyday performance make it a great bike for beginners and enthusiasts. Scrambler Icon and Icon Dark, which are now BS6 compliant, also get a retuned suspension setup which makes it ideal for daily use. I am certain that the new as well as seasoned riders will appreciate these changes. For the purists, we are also launching the Scrambler 1100 Dark Pro, which takes the elements that make the Scrambler range such a joy to ride, a notch above. The reinforced chassis and the Dark Stealth paint job makes the 1100 Dark Pro as good to look at as it is to ride. We can’t wait for people to try our first offerings for 2021 that are meant to be ridden hard, and ridden far!”
On the Scrambler Icon, modern yet authentic materials are combined to perfection. The Scrambler Icon version incorporates the new aesthetics. It is loaded with features including a BS6 803 cc air-cooled L-twin engine, steel teardrop fuel tank with interchangeable aluminium side panels, softer-feel hydraulic clutch control, all-new DRL (Daytime Running Light) headlight which boosts bike visibility in traffic and ergonomic switchgear which makes it easier for the rider to scroll through the menu.
The Ducati Scrambler’s wide handlebars, flat seats and renewed suspension set-up merge to provide a more comfortable and relaxed riding position. The new Cornering ABS maximises active safety while braking, ensuring riders get full-on riding fun.
Riders will also appreciate the new Multimedia System which lets you ride while listening to your favourite music, answer incoming calls or chat with the passenger on the intercom. The Ducati Scrambler Icon is now available in “Ducati Red” paint scheme alongside the classic “62 yellow” colour with black frame and black seat.
The Scrambler Icon Dark represents the essentiality of this iconic family of motorcycles: two wheels, wide handlebars, a simple engine and lots and lots of fun. Scrambler Icon Dark is the perfect gateway to the “800” range, as well as the ideal starting point for creating a personal version of your Ducati Scrambler experience. The Scrambler Icon Dark is now available in “Matt Black” paint scheme with black frame and black seat with grey trim.
Furthermore, the Ducati Scrambler 1100 Dark PRO represents the entry model to the “Land of Joy” 1100 range. An elegant, pure and utterly customisable bike, characterised by the “Dark Stealth” livery, combined with a tubular steel frame and rear subframe in aluminium, both black. The 1100 Dark PRO has the same iconic and original design as the other two models in the range. Still, it differs from its “big brothers,” in the form of a matt black colour with parts in natural anodised aluminium and rear-view mirrors of classic style. Made to fully transmit some typical elements of the Ducati Scrambler brand, such as purity, essentiality and a sense of freedom, the 1100 Dark PRO is the right bike to get on the saddle and conquer every road with oodles of style and character.
The Scrambler 1100 Dark PRO incorporates a 1,079 cc engine characterised by a generous torque available from low revs and a 15-litre tank that allows you to tackle even the longest journeys with comfort. In terms of electronics, the new entry of the “Land of Joy” is equipped with Ducati Traction Control (DTC), specially calibrated for this model, and Cornering ABS, which guarantees maximum safety and agility in all types of turns. In addition to that, the three standard Riding Modes (Active, Journey and City) help less experienced motorcyclists to find the right balance in the use of electronic components, choosing their riding style.
While the 2021 models offer a solid starting point, the original Ducati accessories will further enhance the Ducati Scrambler’s creative spirit, which is available at Ducati stores. The Scrambler range also comes with a new apparel line-up which ranges from jackets to t-shirts and ensures that the new motorcycles are enjoyed in style. Based on the Scrambler line-up, Ducati India already sells the Scrambler 1100 Pro and Scrambler 1100 Sport Pro in India.
Considering the need for the hour, Ducati also started the Ducati Cares Program to welcome customers again to the dealerships and ensure that all safety protocols related to COVID are met at its stores. Bookings for the new Scramblers are now open across all Ducati dealerships in Delhi-NCR, Mumbai, Pune, Ahmedabad, Hyderabad, Bangalore, Kochi, Kolkata and Chennai and deliveries will begin by 28th January 2021.
Italian motorcycle giant Ducati launched the all-new Multistrada 950 S today. The smallest ‘multibike’ in Ducati’s portfolio, it is designed to provide all the excitement of the Multistrada in a more accessible and versatile package.
The new Ducati Multistrada 950 takes things to the next level thanks to a series of improvements designed to make it safer and even more enjoyable. For the very first time, a super-technological S version featuring state-of-the-art electronics is available to fully satisfy the needs of an even greater number of motorcyclists. The motorcycle is equipped with a 937 cc twin-cylinder Testastretta 11° engine that makes 113 hp at 9,000 rpm and 96 Nm of torque at 7,750 rpm.
Mr. Bipul Chandra, Managing Director of Ducati India said, “The Multistrada 950 S is a perfect design amalgamation of the bigger Multistradas which has led to the creation of a bike with typical Multistrada shapes which is at the same time, compact, and not just visibly. The Multistrada family has gained immense popularity in India considering the growing popularity of long-distance touring and our idea behind the new Multistrada 950 S is to make Sports touring more accessible, allowing riders to explore the beautiful terrain that India has to offer.”
Clean surfaces, taut lines, and contrasting front and rear volumes remain the Multistrada hallmarks, but this time they reach new heights of quality and style. The latest Multistrada 950, in fact, features new side wings, taken from the Multistrada 1260, which make the front end even cleaner and more streamlined.
The Multistrada 950 combines Multistrada 1260 and Multistrada 1260 Enduro’s design features to perfection, taking the ‘lightest’ elements from both. The front end – with the distinctive horizontally extended headlight, the ‘beak’, adjustable screen, side ‘wings’, and tank – takes its cue from the Multistrada 1260. The rider’s seat, passenger seat, rear grab rail, the design of the exhaust and swingarm, and the wheel sizes are, instead, inspired by the Multistrada 1260 Enduro. This mix has produced a bike with classic Multistrada lines that’s also compact, and not just visually. The Multistrada 950 S includes new, lighter aluminum alloy wheels.
The tubular steel Trellis frame is linked to a new, lighter double-sided aluminum swingarm, giving the new Multistrada 950 excellent dynamic performance. The 19″ front wheel ensures comfort and fun on any road surface, asphalted or not, in the city or on country tracks. Suspension with a generous 170 mm of travel keeps comfort levels high while ensuring outstanding agility. Moreover, the 20-litre tank puts plenty of kilometers between refueling stops.
Built with long-range touring in mind, the Multistrada 950 has been designed to ensure outstanding comfort even when fully laden. This has resulted in an ergonomic “triangle” that guarantees comfort and control for rider and passenger alike. The Multistrada 950 flyscreen allows for one-handed vertical adjustment within a range of 60 mm; the accessory line also includes a lower screen. There are two 12 V power sockets, one in the zone immediately beneath the passenger seat, the other in the dashboard zone. These can be used to power items such as thermal clothing, intercoms, or mobile phone chargers. The Garmin sat-nav, available as a Ducati Performance accessory, is powered via a dedicated connector. There’s also a USB port underneath the seat, which can be used to charge smartphones.
The electronics package now includes Bosch Cornering ABS, Ducati Traction Control (DTC), Vehicle Hold Control (VHC), and the iconic semi-active Ducati Skyhook Suspension (DSS) which continuously adjusts fork and shock absorber, based on a 48 mm diameter fork and rear shock (both electronic), Ducati Quick Shift up/down (DQS), Ducati Cornering Lights (DCL) and Cruise Control. The Multistrada 950 S can now mount the Ducati Multimedia System (DMS) and also features a full-LED headlight, 5″ colour TFT display, a Hands-Free System, Cruise Control, and backlit switchgear controls.
The entire Multistrada family features a Brembo braking system with the ABS 9.1ME Cornering device, an integral part of the Ducati Safety Pack (DSP). Bosch Cornering ABS makes use of the Bosch IMU (Inertial Measurement Unit) platform to optimize front and rear braking power even in critical situations and with the bike at considerable lean angles. Through interaction with the Riding Modes, the system provides solutions suitable for any situation or riding condition.
Priced at ₹15.49 lacs, the Multistrada 950 S is now available in the Ducati Red color. Bookings are now open across all Ducati dealerships in Delhi – NCR, Mumbai, Pune, Ahmedabad, Hyderabad, Bengaluru, Kochi, Kolkata & Chennai and deliveries will begin by the second week of November.
Luxury motorcycle manufacturer Ducati India today announced the opening of pre-bookings for its BS6 Multistrada 950 S. Designed to put performance within everyone’s grasp, Ducati’s smallest “multi-bike” is for those who want to get in some touring but also want an agile fun bike that’s ideal for everyday use.
Ducati India is now accepting bookings for the all-new Multistrada 950 S for an initial amount of INR 1,00,000. Customers can book their Multistrada 950 S at their nearest Ducati dealerships, deliveries will begin in the first week of November and it will be available on display across all Ducati dealerships in Delhi – NCR, Mumbai, Pune, Ahmedabad, Hyderabad, Bengaluru, Kochi, Kolkata, and Chennai.
Mr. Bipul Chandra, Managing Director of Ducati India said, “The new Multistrada 950 S embodies the traditional Ducati values of Sophistication and Performance with the addition of cutting edge technology in the form of our iconic Skyhook EVO suspension, DQS, Cornering ABS, Cornering LED headlight and much more. The new motorcycle is designed for the most demanding motorcyclists who are big on sports touring but don’t want to make any compromise on performance, handling, comfort, and safety. We are excited to share this experience with the riders in India and are looking forward to seeing the bike on the Indian roads!”
The super-technological S version featuring state-of-the-art electronics fully satisfies the needs of the ever-demanding rider. Built with long-range sports touring in mind, the Multistrada 950 S has been designed to ensure outstanding comfort even when fully laden. This has resulted in an ergonomic “triangle” that guarantees, for rider and passenger alike, comfort and control in varied situations.
The Multistrada 950 S will be launched in India on 2nd November 2020.
