Muddyfox, a UK based bicycle maker, has signed up with Ananta Ventures wherein the latter will be its exclusive distributor for India. Ananta Ventures has a strong dealer network in India with its home-grown brands Roam and Kylon.
Muddyfox is a pioneering British brand that played a significant role in introducing mountain biking to the UK and Europe. Founded in the mid-1980s, the brand emerged from the growing popularity of off-roading in the United States, which aimed to bring this trend to the UK market.
From 1983 to around 1991, the early Muddyfox models featured durable frames and wider tyres, catering to the demands of off-roading. A niche scene that had not yet made its way into the mainstream and thus, Muddyfox was able to establish itself as a trendsetter.
In 1985, Muddyfox introduced the "Courier," a more affordable model that significantly boosted the brand's popularity. This bike became an urban icon, symbolizing the fusion of rugged mountain biking capabilities with everyday usability. By 1987, Muddyfox had captured approximately 50% of the UK mountain bike market, selling around 20,000 units annually. Within two years, sales approached 100,000 units per year.
The brand's marketing strategies were innovative and impactful. Notably, Muddyfox launched the world's first television commercial for a mountain bike, emphasising the adventurous spirit of off-roading rather than focusing solely on technical specifications.
The brand today is established globally as a premier brand across the United States, Europe, Asia, and of course the UK where it was originally founded.
Sahil Mehrotra, the Managing Director for Muddyfox Asia Pacific region said “We are happy to announce the association with Ananta Ventures. We shall work together with them to establish a strong market base in the country. Our products currently have a strong European flavour, teaming up with team Ananta will help identifying the needs of the Indian consumer and we will happily adapt to match those requirements.”
Ajit Gandhi, the Managing partner of Ananta Ventures said “We have two brands Roam and Kylon to meet the requirements of price sensitive customers in India, Muddyfox will add a new segment and expand our portfolio and consumer offerings. We believe there are buyers looking for high quality, premium brand products with great riding experience.
Muddyfox has launched 18 SKU’s in first phase, covering most segments and age groups, MTB, Hybrid, Ladies, kids etc. The company shall keep adding models based on the demand patterns. The company also has plans to introduce a wide range of accessories to complement the sales.