Generally, business family disputes are known to be between brothers. But there have been cases when sons have ousted their fathers as well (Parvinder Singh versus Bhai Mohan Singh in Ranbaxy, Omkar Kanwar versus Raunaq Singh in Apollo Tyres). Another verbal tug of war that has recently hit the headlines is between the patriarch of the Bajaj group, Rahul Bajaj and his son Rajiv Bajaj. Rajiv’s decision to drop the name ‘Bajaj’ from Bajaj’s motorcycle models and to promote the bikes as independent, stand-alone brands has not gone down well with his father. The father-son duo have had their share of differences in the past over Rajiv’s decision to quit the scooter market and the highly publicised Renault-Nissan deal. On the surface, Rajiv’s plan has some mettle as Bajaj motorcycles have already created their individual brand names. Bajaj will now focus on three main brands – Boxer, Pulsar & Discover and phase out the rest of the other brand labels. This brand strategy may help its foray into passenger cars and mini truck segment by 2012. Rajiv Bajaj plans to develop such motorcycles by 2012 that would be three times ahead of the technology that is being used today. If all goes as per plan for Rajiv – be it his new strategy or be it his differences with his dad – Bajaj will gain back the lost ground in multi segments soon.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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