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A Ludhiana-based bicycle parts manufacturer (chains, derailleurs, brakes, pedals) identified the EU cycling boom as a major opportunity — EU bicycle sales had grown 25%+ post-COVID. However, their products were not CE-marked (EU Machinery Directive applies to e-bike components), did not meet EU EN standard 14764 for city bicycles, and they had no EU distribution relationships.
AJG identified that conventional bicycle components do not require CE marking under Machinery Directive but e-bike components (motor, battery, controller) do. For conventional parts, the key standards are EN 14764 (city bikes), EN 14765 (children' bikes), and EN ISO 4210 (general requirements). Laboratory testing was arranged at SGS Netherlands against EN standards. The Dutch bicycle wholesale distribution market was identified as the primary entry channel. AJG facilitated introductions to 3 Dutch wholesale distributors at Eurobike trade fair.
EN standard testing completed and certificates obtained at month 5. First Dutch distributor relationship commenced at month 6. Annual EU revenue: EUR 5.2M by year 2. Product expansion into e-bike components (with full CE marking programme) commenced year 3. Dutch distributor has introduced to German and Belgian buyers.
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