Classic Legends’ Turnaround Phase Is Over, Capacity Now a Constraint, Says Co-Founder Thareja 

Classic Legends has moved past the turnaround phase of its business and is now focusing on consolidating recent gains and adding capacity, as improving sales of its Jawa, Yezdi and BSA motorcycles begin to stretch its existing production set-up.

The Mahindra & Mahindra-backed motorcycle maker is currently selling what it can produce and could have added capacity sooner, Co-Founder Anupam Thareja told Autocar Professional.

“I think that turnaround phase is over. This is a consolidation phase,” Thareja said. “Are we happy with where we are? Yes and no. Yes, that we are selling what we can make. No, I think we should have had more capacity.”

The comments mark a shift for Classic Legends, which spent the past few years rebuilding volumes after product quality issues, gaps in after-sales support, uneven distribution and the pandemic affected the early revival of Jawa and Yezdi. 

New Products, Markets and Price Points Drive Growth

Thareja attributed the recent improvement to what he described as three main growth levers — new products, new markets and new price points.

Classic Legends has widened its price presence substantially. Thareja said the company previously competed in a narrow band of about ₹1.85 lakh to ₹2.05 lakh, but its portfolio now stretches from roughly ₹1.70 lakh to ₹3.20 lakh.

The company now operates across roadsters, bobbers, classic motorcycles, scramblers and adventure motorcycles through the Jawa, Yezdi and BSA brands.

Thareja said roadsters remain its largest volume category, while the Adventure is building a more niche position. He added that demand for recent products has been strong enough that “whatever we make sells”.

Classic Legends had said in April that it planned four model launches in FY27 as it looked to sustain its recovery. The company has since maintained a steady product cadence across the Jawa, Yezdi and BSA portfolios. At the latest interaction, Thareja indicated that the planned product activity for the year is largely complete. 

FY27 Retail Momentum Strengthens

According to FADA data, Classic Legends retailed 22,279 motorcycles between April and August 2026, with monthly registrations consistently remaining above 4,200 units. This compares with about 11,887 units in the same five-month period a year earlier, implying growth of around 87%.

The company’s registrations rose to 4,520 units in April from 2,477 units a year earlier, followed by 4,447 units in May versus 2,190 units. Retail sales increased further to 4,515 units in June from 2,106 units and 4,541 units in July from 2,465 units, before easing to 4,256 units in August, still up about 61% year-on-year. 

The FY27 momentum follows a stronger FY26. Mahindra & Mahindra said in its annual report that Classic Legends grew more than 50% during the year, with the Yezdi portfolio expanding 3.6 times, supported by the updated Yezdi Adventure and the new Roadster.

Capacity Becomes the Next Focus

The improvement in demand is putting production capacity at the centre of Classic Legends’ growth plans. 

The company manufactures its motorcycles at the Pithampur facility in Madhya Pradesh. In April, it said FY27 production was expected to cross 1 lakh units and that the plant was nearing peak utilisation, while also flagging supplier capacity as a key constraint. Classic Legends is evaluating further capacity expansion, including investment at the existing facility or additional capacity closer to its vendor base. 

Thareja said during the latest interview that Classic Legends continues to expand production capacity as volumes rise. “We are doubling capacity every year,” he said.

The need for additional capacity also comes as Classic Legends looks beyond domestic sales for the next leg of growth. Thareja said the company's international strategy has started to validate its decision to acquire heritage brands with recognition in different parts of the world. He said BSA is performing well in its home market of the UK, while Jawa is being used in markets where the brand already has historical recognition.

Network Expansion Continues

Domestic distribution is expanding alongside production. Thareja said Classic Legends currently has around 410 touchpoints and is adding outlets in a calibrated manner rather than pursuing network expansion purely for scale.

The company had earlier outlined plans to expand its network to around 540 outlets by the end of FY27 and more than 700 by FY28, as it looks to improve both sales reach and after-sales accessibility. 

The expansion is aimed at narrowing one of Classic Legends’ historical disadvantages in the mid-capacity motorcycle market: its smaller sales and service footprint compared with larger rivals.

Thareja, however, pushed back against the idea that absolute dealer count alone determines a purchase decision. He said what matters more is whether customers have access to sales, service and spare parts in the markets where they live and along major riding routes.

Classic Legends now has coverage across about 86% of the markets where its customers are located, according to Thareja, who said riders can also access service support across major touring destinations.

For Classic Legends, the next phase will be less about proving that its sales can recover and more about converting that recovery into scale. Higher capacity, deeper distribution and exports will have to support that transition while the company continues to improve profitability and compete in a mid-capacity motorcycle market dominated by much larger rivals.