<div><em><strong>Sutanu Guru</strong> pays tribute to Brijmohan Lall Munjal, patriarch of the Hero group</em></div><div> </div><div>The year 1982 will always be a checkered one in contemporary Indian economic history. The year marked the arrival of "flyovers" in Delhi along with the Asian Games. It also marked the arrival of color television, now such a ubiquitous presence even in lower middle class households. The government of Indira Gandhi de licensed the cement industry; the first major "economic reform" policy announced in India. Of course, work began in a factory in then undeveloped Gurgaon to roll out the first Maruti car. It was around this time that Brijmohan Lall Mujal started dreaming big. The Union government encouraged its own version of "Make in India" then by allowing Indian entrepreneurs to form joint ventures with foreign companies to assemble, and eventually manufacture consumer electronics and automobiles.</div><div> </div><div>Back then, Rahul Bajaj of Bajaj Auto was the unchallenged king of the Indian two wheeler industry. Many public sector units and some private sector upstarts like LML had tried hard to break the Bajaj stranglehold. They had all failed. It is hard to believe now, but there actually was a long waiting period for Bajaj scooters at that time. The wait sometimes extended as long as three years. Into this scenario entered a clutch of Japanese companies with Indian partners. And they all launched motorcycles using the latest technology while the dominant consumer preference was scooters. TVS tied up with Suzuki; Bajaj tied up with Kawasaki; Escorts tied up with Yamaha and a little known entrepreneur named Brijmohan Lall persuaded Honda to form a joint venture. Hero Honda was formed in 1984.</div><div> </div><div>The rest, as they say is history. In hindsight, what is truly remarkable is the ability of a "son of soil" entrepreneur to not only understand consumer preferences, but display a mastery over communications, advertising and brand building. Thirty years ago, Lall had figured out that the era where outdated scooters dominated the two wheeler industry (aka Bajaj) were coming to an end. Lall also figured out what an aspirational middle class young Indian wanted from his two wheeler apart from convenience: fuel economy. And thus was born the legendary advertising slogan: Fill it, Shut it, Forget it. Hero Honda motorcycles offered an unheard of fuel economy of 80 kilometers to a liter of petrol, and it used aggressive advertising to keep driving the point home.</div><div> </div><div>It was a matter of time before Hero Honda dislodged Bajaj Auto as the number one two wheeler company in India. Bajaj has never been able to recover the mantle. It was also a matter of time before Hero Honda emerged as the largest two wheeler company in the world. During this spectacular journey; the fact that Lall was a rooted son of soil did wonders for his company. Stories are legion of how Lall would cultivate dealers across India, making it a point to attend family functions and develop a long term strategic partnership with them. India has thrown up many remarkable entrepreneurs since the 1980s when the economy started re engaging with the world. Quite a few have fallen by the way side. But when it comes to building a world class brand and sustaining, there can be little doubt that Brijmohan Lall is right up there.</div><div> </div><div>Ironically, the legend has passed away at a time when his one time partner Honda now challenges the Hero supremacy of the Indian two wheeler market. In 2011, Hero and Honda parted ways. Since then, the wheels of consumer preference ha e turned again as urban buyers are once again choosing scooters over motorcycles. Till he gave up the mantle in June this year, Lall was acutely aware of this and had been prodding his company to to invest massively in new generation scooters. </div><div> </div><div>Perhaps the most fitting tribute that his inheritors can give Lall is to ride the new wave of consumer preference and reinforce Hero Motor Corp was the largest two wheeler company in the world.</div>
