The project aimed to bring an innovation culture to the conventional industry in India. The bicycle industry being one of them, the idea was to bring an innovation culture along with product strategy using a pilot project and empowering the company to carry that culture and approach ahead. The project targeted the ‘Roadster’ bicycle which is the bread and butter of the bicycle manufacturers in India. The outcome was a product called sportJET. By designing the JET bicycle for the urban market the company is showing that the JET bicycle is not just a rural bicycle, but also an aspirational urban product.