Vibgyor is banking on lower prices and free accessories to penetrate the smaller cities. Bhadra said the bikes would be at least Rs.6,000-7,000 cheaper than their equivalents from the Bajaj Auto and Hero Honda stables.

Explained company vice-president Mrigen Banerjee: '100 cc customers aspire for certain features but cannot always afford these. We will give free of cost additional features like gear and mobile indicators, which other manufacturers charge for.'

Another route to carving out a market is whittling down logistics costs: Vibgyor has started scouting for land in Gujarat to set up a Rs.50-60 crore assembly line unit to cater to the state and to markets in Punjab, Maharashtra and Uttar Pradesh.

'These are prime two-wheeler markets. It is cheaper to transport motorcycles from Gujarat than hauling them from Bengal,' Bhadra rationalised.

Vibgyor has roped in former Indian cricket skipper Sourav Ganguly as brand ambassador. Ganguly, along with actor Hrithik Roshan, had once endorsed Hero Honda motorcycles.

So where does he see his company going? Bhadra says Vibgyor is looking at a turnover of Rs.250 crore this fiscal, and Rs.350 crore the next.

'We have set a sales target of 100,000 bikes (mix of all variants) this year, 140,000 for next year and 200,000 a year from then onward.'

Born in West Bengal, Bhadra stayed away from his family business and worked in a bank for two years before riding off on his own.

Today he runs a slew of companies engaged in education, exports, security services, real estate and PVC pipes -- and of course, motorcycles.

'I always thought life should be well utilised, a person through his business can give maximum to society and himself,' Bhadra concluded.

(Aparajita Gupta can be contacted at aparajita.g@ians.in)