Riding back in time as Atlas cycles slam on the brakes

Atlas cycles, Atlas Shrugged
There was a time when Atlas got orders in lakhs from across the country and abroad because of its brand value, and people used to compete to be associated with the brand | Illustration - Eunice Dhivya

Bhumika Sharma was flicking through a book in her study when she received a notification on her smartphone: “Atlas Cycle (Haryana) Ltd is closing its operations on June 3.”

A rush of childhood memories started flashing before her eyes — how she would pedal 10 km from her village to her school in Sonipat city. “I am a lecturer at Sonipat’s GVM College today. Girls like me cannot imagine fulfilling their dreams without Atlas cycle,” claims Bhumika.

Getting nostalgic, she tells The Federal how her cycle — bought for ₹1,400 — turned out to be her constant companion even when she went to college. It used to be the first cycle of almost every child.

Bhumika is not the only one who will miss the iconic brand wheeling through dingy lanes and highways, leaning against lamp posts, standing at parking lots, resting at college and office campuses.

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