Hamara Bajaj: A Fine Living Essential

‘Bajaj Slams brakes on Chetak’ caught my attention when I was reading today’s morning newspaper. Bajaj Auto is finally phasing out the scooter that is undoubtedly an icon of new India, which made a place for itself in Indian households, since its introduction in the early seventies as ‘A Fine Living Essential’. In retrospect, I remember Bajaj Chetak as a strong, reliable vehicle for the entire family. As a teenager how can I forget the joyrides on Chetak and also those profound, formative years when dad used to take me for my high school and senior secondary board exams on his Chetak. For us personally our scooter was a part of order and routine. Mom and dad used to drive to work and back on our scooter, this was the case for several years.

Also how can we forget the ‘Hamara Bajaj’ ad campaign that was stuffed with patriotism and created magic for several years? The phenomenal success of this ad campaign and Chetak scooter led other market players to introduce newer models and versions in competition to Chetak. However Chetak has been emotionally close to people and there were times when customers had to wait for over a year before they were blessed to get their first scooter.

It is beautiful now if we look back how Chetak served the nation for many decades. India’s little pride will now go into history as a symbol of Bajaj’s monopolistic past.

Come March, it will be a drive into the sunset for Chetak.

But, let us not forget how it all began….

PS (23 Aug 2009): My friend Kiran directed me to this lovely 'Hamara Bajaj' ad on youtube. Revisiting old times is always delightful.Enjoy the ad. Thank you Kiran!