So, how did it work out in the marriage scenario? Well, since the bride's family was almost always sure of Bajaj Chetak's demand in dowry, they'd often book the scooter when their girl child was barely 5-6 years old. This meant exceptionally long waiting period, as much as 10 years, in fact! Owing to the regulations posed by the Licence Raj (1951-1991), Bajaj Auto was only allowed to manufacture 20,000 units per year, which was far lower than the demand for the scooter in question.
So much was the desire to own a Bajaj Scooter in those years, that the groom's family inarguably wanted it as a part of the dowry (a highly unfortunate practice that was prevalent back then)! Since the scooter was somewhat affordable, the price point was almost never an issue for the bride's family, but the scooter's timely delivery was. Hamara Kal, Hamara Aaj, Buland Hharat ki Buland Tasveer, Hamara Bajaj! is a slogan that´s popular even today Since traffic regulations weren't as stringent back then, the sight of a couple along with 2-4 children riding the scooter all at once was highly common, which gave Bajaj an indelible image – that of being a Family Scooter, much like the modern-day Family Car.Ī timeless ad and a captivating jingle aired by the company on television only further served to add to its value and ensure its permanency place in Indian society. And that's not all! The scooter required little to no maintenance, and its servicing and repair were almost always truly inexpensive! It was also far more affordable than motorcycles back then.
Moreover, its ability to function brilliantly in India's harsh climate, and work flawlessly despite heavy usage proved to be in favour of Bajaj Chetak. This 145cc, 2-stroke scooter proved to be ideal for riding across the poorly built Indian roads, and in fact, became the most used form of local and inter-city commute in the '70s and '80s. Named after Maharana Pratap´s famous horse who saved his master despite being fatally wounded in the battle, the scooter went onto symbolise loyalty and assurance to the Indian masses in the 70s and 80s, at a time when neither government nor the economy could provide them that. In fact, the Chetak, introduced in 1972, went on to live up to his name. And it certainly proved to be less temperamental than a Lambretta.
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