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Rajputana Custom Motorcycles

There are plenty of emotions encountered in daily lives of people, one of them is passion. Which means
a strong feeling of enthusiasm for someone or something. Its understanding is perceived in many
different manner, riding motorcycle is not very common passion for everyone to follow. Riders believe
that there is something about riding bikes which is beyond logic of just traveling form one place to
other, rather few prefer to splurge on bike’s where they had chance to get a car for the same price. But
the bike riders' passion is second only to those who make them beautiful; the people who customize the
motorcycles. And in India nobody does it as well as the Rajputana Custom Motorcycles based in Jaipur.
From exotic customization to building bike’s from scratch, Vijay Singh’s Rajputana customs is a market
leader and a real deal for all motorcycle lovers.

History; how it started

Vijay singh Ajairajpura was born and raised in Jaipur, he drove his first motorcycle, a 50cc Falcon BSA, at
the age of seven and Vijay’s love for them was admirable. Due to the fact that his father put together his
first bike, it became something special for him. With love for the motorcycles that circulate in the family,
it was not difficult for him to join the club.It all started at the age of 23 when Vijay returned to Jaipur
with a degree in mass communication. He realized he had a few months to lose before starting his new
job as a journalist, but he didn't know what other plans the universe had planned. To occupy himself, he
started building a bike. He ordered a Royal Enfield engine and built his first bike from scratch and called
it the "original gangster". With the help of his cousin, he took it to the Delhi Expo and other exhibitions.
With recognition from all sides, he knew that he had finally found his way out.

Vijay's love for motorcycles is not limited to building them, he is also interested in cycling. For this
reason, he became a three-time national champion in the 600 category. He also built two bike paths for
people who have the same interest as you. The first is an asphalt road on Mount Abu and the other is a
flat dirt road in Alwar, the John Singh Speedway.

Now that Vijay knew where his heart was, he decided to start Rajputana customs. He realized that there
weren't many who met the wishes of motorcycle enthusiasts. With that in mind, he entered the
motorcycle customization industry in 2010.

From conceptualization to execution, Rajputana customs do everything. His focus is not only on
customizing bicycles, but also on building from scratch. They help with your customization projects,
integrating local craftsman, leather workers, engineers, etc. This is what sets their work apart from other
business in the similar domain. His experience has also required customization projects by several major
motorcycle manufacturers. In 2016, two of his custom works with Harley Davidson and Triumph were
part of "The Five Most Important Custom Motorcycles in the World" (Singal, 2020). Known for giving
extravagant names to his creations, Vijay remains true to his roots and named them: Laado, Aghori,
Rajmata, Jordan, Gulail, Bitoo, etc. These names allowed them to promote a special connection with his
work and creating brand equity in the customs market.

Business Model

Rajputana Customs gives the bikes a whole new outlook at a price of Rs 95,000 to Rs 8 lakh or more as
per the demand. They follow a fluid and organic course that includes mishaps, but often in the case of
some motorcycles it leads to "miracles" and developing eccentric motorcycles. Still, Vijay doesn’t rely on
advanced technology and equipment’s rather prefers robust customization methods. They also offer an
immersive six-day training program for bike design enthusiasts to get acquainted with anything related
to bikes.

Artist’s Impression

Over the years, the popularity of cycling customization has risen. Rajputana Customs has recently
reached another milestone by customizing the Ducati Monster 797 in association with the motorcycle
giant to celebrate the 25th anniversary of the legendary model. The custom-built Monster, according to
Singh, was perfect on its own and required only trifle brush-ups with aluminum paint finish, a
customized fuel tank, but no mechanical changes. Naked frames, hard tails, painting work and
contemporary leather work with a vintage look make their work stand out from other competitors. On
an average, the company customizes 6 bikes a year. However, they found their way to the market by
acquiring their first order from very famous Bollywood actor, John Abraham, they full filled the order
with detailed vintage design flat track racer and commenced their operations creating a strong goodwill
in the market.

Marketing Avenues

Rajputana customs started their marketing activities by creating quality content on social media
platforms, mainly Facebook and Instagram were used at initial start and their page was created in
February 2012. In an interview Vijay said that it all started by uploading pictures of bikes that he was
working on in his garage, “It took time but the response has been overwhelming”, this enabled him to
gather and create a community who pursues similar interest as well as love for bikes. He preferred
managing the community on his own because he believes that being more interactive and responsive,
sharing relevant content and adding personal experience can create a positive impact on the crowd.
Vijay not only managed the page but he tried to pay special attention to the questions related to bikes
and its customization, he explains that few very simple things that even giant manufacturers doesn’t pay
attention to and keep chasing wide audience. The key take away for SME’s who are not sure about the
content one should share in the best interest of audience, the answer lies within the business objective
that brought entrepreneur to social media platform at first. Even today Rajputana customs draw 50% of
sales from social media platform, mainly form Facebook and also caters to global clients these days.
Facebook and other social media platforms has supported them to create lot positive word of mouth,
which enriches them to create a strong goodwill I the market over the period. In an conversation Singh
said; “In India if your product is good, you will get appreciation and it holds true for Rajputana Customs.
However if your product is not good then social media won’t do any good” (Rajputana Custom
Motorcycles Is Driving 50% Business Via Facebook, 2020), the statement implies his success story
through his dedication towards his work and love for motorcycles. Vijay believes in quality production and
content creation, he is not limited to customizing as mentioned above is also built race tracks in Jaipur
also loves to ride Lado while kids siting behind and roaming in the streets. He all ways dropped the idea
of increasing production or commercializing few model because had other choices to pursue as career
options but instead he preferred to stay in Jaipur and built his own modified vintage design motorcycle.

Refrences

1. Lighthouse Insights. 2020. Rajputana Custom Motorcycles Is Driving 50% Business Via

Facebook. [online] Available at: http://lighthouseinsights.in/rajputana-custom-motorcycles-is-
driving-50-business-via-facebook.html/ [Accessed 1 May 2020].
2. Client', ‘., 2020. ‘John Abraham Was Our First Client'. [online] The New Indian Express. Available
at: https://www.newindianexpress.com/education/edex/2016/mar/28/%E2%80%98John-
Abraham-was-Our-First-Client-917005.html [Accessed 1 May 2020].
3. SMART CAR Blog. 2020. GIVE YOUR BIKE A CUSTOM TOUCH OF RAJASTHAN!. [online]
Available at: https://smart-car.tech/blog/rajputanacutomsbikes/ [Accessed 1 May 2020].
4. Subodh, A., 2020. Rajputana Custom Motorcycles: Where Passion Fuels The Engine. [online]
YourStory.com. Available at: https://yourstory.com/2014/08/rajputana-customs-motorcycles
[Accessed 1 May 2020].
5. Singal, A., 2020. A Rajputana Touch To Bike Customization. [online] Entrepreneur. Available at:
https://www.entrepreneur.com/article/324162 [Accessed 1 May 2020].