Classic Legends Pvt. Ltd, the new outfit formed with the main backing of Mahindra & Mahindra, re-launched one of the cult bike brands Jawa in India on November 15. The new generation Jawa bikes with classic touch has been well received and bookings are currently open.
Soon after the launch of Jawa Motorcycles, there were rumours about the revival of Yezdi brand in India by Classic Legends. However, the status quo indicates the revival of Yezdi brand will not be an easy task.
In an interview to Autocar India, Anupam Thareja, founder of Classic Legends confirmed new-generation Yezdis hold tremendous appeal. However, usage of Yezdi trademark has a hurdle to overcome as it's currently registered for use in leather goods.
Ideal Jawa, the company that was responsible to make and sell Jawa bikes in India, was behind the creation of Yezdi trademark headed by Rustom Irani. Yezdi brand of bikes was based on erstwhile Jawa models but with distinctive mechanical architecture and design. Jawas were generally perceived as prettier and premium while Yezdi brand of bikes was more cost effective and less flashy.
Both Jawa and Yezdi flourished in India in the 1980 and 90s while labour disputes and rising debts led Ideal Jawa going into liquidation in 1996. The Irani family (owners of Ideal Jawa) managed to win back the company's assets, albeit Yezdi trademark, in an auction in 2003, reports ET Auto.
In 2015, the liquidator's office is said to have sought the permission of Karnataka High Court to put on sale the Yezdi trademark. Interestingly, they found the trademark had been transferred to Boman R Irani, Rustom Irani's son, by the office of the controller general of patents, designs and trademarks.
The trademark is now registered to be used for leather products. The most intriguing fact is that a separate dispute between Boman Irani and a shoe manufacturing company called Mirza International in the Delhi High Court is also ongoing over the usage of Yezdi brand name.
As there are many legal issues to sort out to bring back Yezdi, the rebirth of the brand is expected to take time if Classic Legends is really planning to go for it.
Source: ET Auto