History & Marketing Strategies of Bajaj Pulsar

Company Name – Bajaj Pulsar
Founder – Bajaj

Bajaj Pulsar is a famous motorcycle brand which is owned by the Indian company, Bajaj Auto. The bike was created by the product building division of Bajaj Auto along with the Tokyo R&D, and later they collaborated with Glynn Kerr, a famous motorbike designer. With motor limits of 135 cc, 150cc, 180 cc, 200 cc, 220cc and 400 cc, there are six variations which are available in the Indian market. 

How It All Started 

The first Pulsar was a petrol driven bike which made 11.8 HP of max power along with 150 cc air-cooled, single-barrel, spark-ignited four-stroke engine mechanism which. At that point of time, it came along with a single spark plug to start, basic spring safeguards; round headlamp arch and a 1,265 mm wheelbase. It also had disc brakes which was a novelty at that time. Other standard’s USP was an aircraft inspired fuel tank and general parking lights. 

In mid-2001, the Indian Army requested 1500 Bajaj Pulsars for its protection staff. The 180 cc rendition made 15HP of most extreme power and accompanied with a twin-tone horn along with an optional gear on the 150 cc adaptation. Electric Start (ES) was offered as a standard element in the 180cc. 

In 2004, the second era of Pulsars included Bajaj Auto’s recently generated DTSi innovation. It expanded the power rating of the two forms by 1HP (0.75 kW) each and furthermore expanded the fuel efficiency, too. This model presented another headlamp gathering; 1,320 mm wheelbase; standard twin-tone horn and trek meter as well. 

In the year 2005, Pulsar 150 was launched by Bajaj. The motorcycle came with 17-inch (430 mm) composite wheels as a standard choice, and the stance was likewise brought down by around 12 mm. A 17-inch (430 mm) profile wheel was offered at the rear by Bajaj Auto which was happening for the first time in India. The rear safeguards were gas-filled Nitrox absorbers.  With the fuel tank capacity of 18 liters, the power yield was now additionally expanded to 13.5HP (10.1 kW) @ 8500 rpm for the 150, while it expanded to 16.5 hp (12.3 kW) @ 8500 rpm for the 180CC Pulsar. 

Every year saw a new and reformed version introduced in the market. In 2006, a new version of Pulsar – UGIII was introduced with dynamic and reformed features.  In 2007, Bajaj was selling Pulsar 180 DTS-i and 220 DTS-Fi with some features that were completely new to the Indian market. The Pulsar in 2008 was introduced with dynamic specifications like an air-cooler and digital console. In 2009, Bajaj introduced the UG fourth grade versions with various electrical and technical enhancements. The fastest bike of India, Pulsar 220 was launched in June 2009.

Since 2009, various upgraded version of the Pulsar has been introduced every year. In 2012, Pulsar 200NS was launched and similarly every year a new designed machine was launched every year. With added colour schemes and new technologies, in 2014 CS400 Concept was separated from Pulsar. 


The new Bajaj Pulsar NS 125 has been launched in Poland at a cost of PLN 7,999 or Rs 1.59 lakh. The most moderate Pulsar is yet to be launched in India at some point one year from now. It will replace the Pulsar NS 135 that is at present at a bargain here. As far as of plan and styling, the Bajaj Pulsar NS125 is identical to the last with a similar headlamp, fuel tank and rest of the body boards.

The Bajaj Pulsar NS 125 gets control from a 124.4cc, air-cooled motor that is useful for producing individual power and torque yields of 12 bhp and 11 Nm. The fuel infused motor is mated to a five-speed gearbox. Suspension requirements on the Bajaj Pulsar NS125 are deal with the assistance of regular flexible forks in advance alongside a back mono shock.


Bajaj Pulsar Marketing Strategy and Interesting Story Behind its Success!

Early Disruptor: Bajaj presented another form of Pulsar (UG-III). New highlights like pilot lights isolated from the principle headlamp; Turn pointers with clear focal points; Self-dropping turn marker switch; flush LCD screen with an advanced read-out of key vehicle information; non-contact speed sensor and many other exciting features were included. 

Success: “Bajaj Auto” is an unmistakable name in the field of motorcycles today. But if you look back 15 years on the history page of Bajaj, the situation was not the same.  Amid early days (1984) Bajaj Auto’s real field was Scooters. It was viewed as the King in Indian Scooter industry. The company had to struggle a lot to lead the motorcycle industry of India. 

Technology: DTS represents Digital Twin Spark Ignition, a Bajaj Auto trademark. Bajaj Auto holds an Indian patent for the DTSi innovation. The Alfa Romeo Twin-Spark motors, the BMW F650 Funduro which was sold in India from 1995 to 1997 had a twin-start plug innovation and the Rotax bike motors. All the more as of late Honda’s iDSI Vehicle motors utilize a comparative game plan of two start plugs.


Bajaj Pulsar Campaigns

For someone who experienced childhood with a solitary charge diet of amusement on Doordarshan, certain sounds and pictures are permanently scratched in the psyche. What’s more, one of these movements that will always top the rundown in any feeling survey is ‘Hamara Bajaj’. 

Bajaj Pulsar has been promoted on a 360 degree level. From mention on social media handles to the TV campaigns, their presence is felt on all channels. The new Pulsar Mania add emphasizes on the 15 years of Pulsar presence in India. Bajaj also faced some flak when the Advertising Standards Council of India (ASCI) termed a Pulsar advertisement as misleading in 2017. On the other hand, Pulsar campaigns were also declared as winner in the ‘Best Sustained Success’ category.


Pulsar is a household name for bikes. Its durable body, sleek designs, colour range and features connects it with the youth of the country and is a big hit.

As mentioned earlier, Pulsar is one of the most trusted names in the motorcycle industry. Bajaj always tries to make their bikes as perfect and keeps upgrading them with better dynamics and technology. With a brand as strong as Bajaj backing up, Pulsar definitely has a long way to go. 

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