BSA, a legendary motorcycle brand now owned by Mahindra Group, made its debut in India on Thursday by launching the Gold Star 650 model, priced at ₹2.99 lakh (ex-showroom Delhi). BSA, one of the oldest motorcycle companies globally, was acquired by Mahindra’s premium motorcycle division, Classic Legends, in 2016.
The Gold Star 650, which re-entered the UK market in 2021, is also sold in Europe, Turkey, New Zealand, and the Philippines. In India, it will compete with the Royal Enfield Interceptor 650, positioning itself as a strong contender in the 650cc segment.
This new BSA model is available at select dealers across India, with bookings now open. Speaking at the launch, Mahindra Group Chairman Anand Mahindra said that bringing BSA to India is about sharing a piece of world motorcycling history. He emphasized that the revival of BSA by Mahindra is part of a broader trend of Indian companies reviving British brands, thanks to India’s growing economy.
Mahindra highlighted that the key to success in the mobility space isn’t just about choosing between electric vehicles (EVs) and internal combustion engines (ICEs), but about offering customers a great experience. He also mentioned that the company is prepared for the future of electric motorcycles but isn’t fixated on the EV vs. ICE debate.
Anupam Thareja, Co-founder of Classic Legends, said that the BSA Gold Star 650 captures the spirit of BSA’s golden age while delivering modern performance and reliability. He added that the 650cc segment is growing rapidly, and the company aims to double or triple its presence in this market.
Classic Legends plans to produce 100,000 motorcycles across its brands—Jawa, Yezdi, and BSA—this fiscal year, up from 60,000 last year. The company has over 450 dealerships, with plans to add another 150 by the end of this year. Currently, 52 dealerships have been identified for BSA, and this network is expected to grow.
Deliveries of the BSA Gold Star 650 will start within the next 10 days.
