he Bullet may not be the highest selling motorbike in the country, but if you are an owner of one, you belong to an exclusive club. "People buy the Bullet to stand out in their immediate surrounding," says Zuber, owner of a Bullet 350 (he calls his bike Venom) and member of the Bombay Ace Club. " It makes them look for others with similar beliefs and aspirations to form a group where they can fit in."

Little wonder then that Bullet clubs have mushroomed all over the country. With more than 11 major clubs and between 30 and 300 members belonging to each, these are a perfect example of brand loyalty. Which is interesting because in India biking is looked upon as an economic mode of transportation rather than a means to an adventurous life. ... more