Rahul Bajaj

back on track. He transformed the organization culture including the mission and vision of the company. He made an elephant dance. It takes a LOT of will, patience, and courage. Bajaj Auto Limited – During 1940s to 1990, Bajaj Auto was the largest two wheeler manufacturer in India. They manufactured 2-stroke geared scooters popularly branded as Chetak which dominated the market for five decades. Bajaj was built on a very strong culture where the factory workers and the management worked as a very closely knitted family. However, things started turning sour from 1990 with motorcycles entering Indian market. Customers taste and preferences started changing and Bajaj started losing their market share against Hero Honda. Their biggest mistake was that they did not utilize their cultural strengths to transform to new environment. They did not realize it at the right moment to train their existing manpower to shift working from scooter engines to motorcycle’s engines. It was in 1998, when the company on the verge of shutdown, Rajiv Bajaj took over the ownership and started working to transform the company. The entire workforce was replaced with new engineers and technicians, a fresh marketing team and a line of new bikes with different style, mileage etc. popularly with the brand names of Pulsar and Discover. Bajaj Auto from thereon did not look back, they regained their position to second largest two wheeler manufacturer and back to be the leader in Indian market after Honda…