NDTV and Hero Cycles have partnered for a new campaign ‘The Cycle Of Change’ an exclusive program dedicated to discuss life after lockdown.

The two hour live broadcast of this special Telethon will go on air on Saturday, 2nd May 2020 at 19:00 hrs IST and focus on strategies to maintain a sustainable lifestyle once normal life resumes.

The rationale of this campaign is to retain the environmental benefits gained out of Covid-19 closure and to avoid getting back to old way of life.

With human activity coming to a standstill, the environment has shown signs of progress and decrease in pollution levels; an improvement found in several reports and widely published in media.

The society has fast adopted into new and sustainable ways in dealing with lockdown but the challenge ahead is to continue with the lockdown habits which has become the new normal.

Earlier this week, Kevin Mayne, CEO of Cycling Industries Europe speaking at the CIE 2020 Summit called upon making cycling the new normal. He said “Car filled, polluted streets cannot be the new normal. If we give tax breaks and subsidies to polluting vehicles, we have learned nothing”.

Kevin spoke convincingly emphasizing on the fact that cycling can deliver a transformative plan for smart and inclusive growth suggesting a Euro 5 billion ebike fund at European level for a green recovery and delivering on the EU Green Deal.

Matthew Baldwin, Director General, Mobility and Transport European Commission in his presentation said “The future of cycling is a bright light not only for a sustainable urban mobility but also for the economic recovery”.

The pandemic has severely impacted nations causing loss of human life and derailing the economy. A recent study conducted by International Monetary Fund has projected the global economy to grow by 5.8% in 2021 once activity normalizes.

India’s economic outlook looks optimistic as it stands a chance to become a manufacturing hub for global companies. So far many countries relied on China for trade but with Covid-19 the world will look for alternatives to reduce dependency on a single nation. Thus India’s chances of a faster recovery is higher with potential to become a preferred manufacturing destination.

Hero Cycles is the largest cycle manufacturer in the world with a capacity to produce 7.5 million cycles annually. The company is already present in European market owning Avocet Sports in UK and HNF – a high end eBike brand in Germany.

Pankaj Munjal, Chairman and Managing Director of Hero Cycles in a recent interview with Economic Times expressed confidence stating “Covid-19 will create huge manufacturing opportunities for India”.

The company has taken numerous initiatives and plans to resume production in a phase manner post lockdown is lifted. The partnership with NDTV for the campaign “The Cycle Of Change” concurs with the overall strategy for building a sustainable future.


Click on this link to watch the promo of : The Cycle Of Change


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Author: Vijay Malhotra, Mumbai

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