This case describes the performance, competitive situation, and regulatory environment of TI Cycles in 2000-01. It presents the key initiatives of the management of TI Cycles between 1994-95 and 2000-01 in manufacturing, internationalization, new product development, organizational restructuring and new culture building. Mr. Hari, the new President of TI Cycles had taken over from his predessor Mr. Ramkumar. Several initiatives undertaken by Mr. Ramkumar had yielded some results. Mr. Hari is now faced with the challenge of formulating and implementing a comprehensive and consistent strategy in the context of emerging competition from China and continued competition from Hero Cycles and Atlas Cycles. This case has been written for a group assignment in strategic management. It can be used as a capstone case to integrate the learning in strategy formulation and implementation.