Brembo brakes through

Staring at the company's logo in red at its recently acquired Chakan plant, I can't help but wonder as to how the Italians manage to make everything look good. The logo is not a new one though. In fact, anyone who has been exposed to any form of motorsport has most likely seen the wheel-and-disc symbol that now embellishes the plant building. The fact that brakes from the same company will offer stopping power to Indian motorcycles is a welcome one, not only for followers of the brand but also for the company itself. Before Brembo lies one of the largest two-wheeler industries in the world.India is not virgin territory for the company though. Its presence here began in 1998, when it licensed its motorcycle disc brake manufacturing technology to Kalyani Brakes. The company was acquired by German multinational Bosch, and KBX was born later in 2006 as a 50:50 JV between new owners Bosch and Brembo. Under the KBX brand, the company currently leads as the OEM supplier to reputed bike makers like Bajaj and Hero Honda.

Internationally, the company's muscle is visible not only monetarily, but also in terms of brand equity. From high performance sportscar clients like Porsche and BMW to an almost 80 percent share in the world's major racing championships, Brembo has done well to promote itself as a performance focused brand. What vistas does it see for itself in the commuter-centric motorcycling scenario in India?

The answer comes in the form of Breco, a new brand that will cater exclusively to the small displacement motorcycles and scooters in the voluminous BRIC markets. Products sold hitherto in the Indian market under the KBX brand name will be the first to come under its umbrella. The move can also be alternatively seen as an exercise on the company's part to retain the sporty image of the brand, and keep its hands clean of the less glamorous but indispensable volumes of Indian commuter bikes. Next on the radar are new products for evolving Indian motorcycles, and viability studies for the passenger cars and CV markets. The company known in the business of stopping seems to be gathering speed.