We want India Bike Week to be the Auto Expo of motorcycles: Martin da Costa

India Bike Week

I can still picture the scene as if it were yesterday. Rows of exotic motorcycles, smiling faces all around and soothing music, it all seemed perfect! The festive atmosphere gave me a sense of exhilaration I had never experienced before. After all, it had been just a month since I joined this profession. Over the years, there have been several instances which have reinforced my love for this job, but the first one of these was during my first visit to the India Bike Week.

This year marks the fifth iteration of the India Bike Week, and will be hosted in Vagator, Goa, on 24 and 25 November 2017. Growing at a phenomenal rate every year, IBW is already the biggest motorcycling festival in the country. Moving forward, their aim is clear - to become the equivalent of Auto Expo for the leisure riding community. We caught up with Martin da Costa, CEO of 70 EMG group, to find out what they had planned for IBW this year. 

With the aim of attracting a bigger audience, the ticket price for the IBW has been reduced from Rs 3,500 to Rs 1,800. While the event attracted 12,500 bikers in the last year, the number is expected to touch 15,000 this year. The venue now covers a larger area to accommodate the larger crowd. Another big change for the 2017 IBW is the shift in date from February to November. One of the reasons for this is to prevent the clash with the Auto Expo every alternate year. The other reason is that November is the time when the monsoon has receded, the weather is pleasant and the riding season is in full swing. This is the time when most of the motorcycles are finally brought out of hibernation and the riders are longing for ride. And what better place to ride to than Goa!  

Back in 2013, IBW and Castrol had come up with a database for rider clubs in India as a means to connect and draw them to the event. The list which was originally limited to 50 entries today has over 480 names on it. This in itself speaks of the exponential growth of the leisure biking community in the country. The organisers are in touch with 280 odd riding clubs, and is looking to connect with the remaining 200 clubs over the next month.

For the riding clubs, IBW has a ‘Club Outreach Program’ which entitles the riding group to a number of perks, like a group discount for entry tickets, medical and technical support en route Goa, free t-shirts, access to a special bar and an exclusive stall at the heart of the venue. In an event like IBW, where such a space costs a premium, the stall has to be the biggest draw for the rider clubs. However, the number of stalls is limited to 30, and is assigned on a first come, first served basis. 

When asked about the changes in the format this year, Martin says that they have no plans to ‘reinvent the wheel’, as people like IBW the way it is. There are a few tweaks though. One of the new events that has me excited is the flat track racing. IBW had organised drag racing a few years ago, but it seems like the roads in India aren’t exactly cut out for it. Triumph is planning to conduct a session of Tiger Off-Road Training Academy at the venue (for which, the Indian roads are perfect). Several manufacturers have shown interest in being a part of the IBW, and we can expect to see a couple of launches too. Martin also mentioned a hill climb event, although it is still in the planning phase.

The flea market is one of IBW’s biggest crowd pullers. People like to take back memorabilia with them, and there isn’t going to be a shortage of options for those who like shopping, be it apparel and riding gear, or accessories for their motorcycles. One of IBW’s trademark events, the custom bike build-off, will also be conducted this year. A special theatre will be screening short movies about motorcycles and traveling. And then there is the food and music, which play an instrumental role in giving the event its festive vibe.

While the customary ‘Chai-Pakoda’ rides, conducted as a build-up to the IBW, have been axed, IBW has organized ‘Iconic 5’ rides this year. While the 4 of these have already been conducted, the 5th ride will be the final ride to Goa for the IBW. For the convenience of the riders, IBW will have ambulances on standby at regular intervals, as well as pitstops with mechanics for the motorcycles. The list of these pitstops along with phone numbers will be up on IBW’s official site a few days before the event.

IBW gives motorcycle enthusiasts the opportunity to mingle with like-minded people, to meet motorcycling icons and to listen to the stories of their adventures straight from horse’s mouth. And besides, the ride to get to IBW is just as special as the event. It is really easy you see - just pack your bags, swing your leg over the bike and have the adventure of a lifetime. “We don’t care what you ride – a 25-year-old Yezdi or a superbike. If you have ridden to Goa, we welcome you to IBW,” says Martin. He himself will be riding a humble Royal Enfield Himalayan to Goa. As for me, I am still wondering whether I have enough time to get my Bullet up and running by then.