Muddyfox, the iconic British bicycle brand credited with popularising mountain biking in the UK and Europe, has officially entered the Indian market through an exclusive distribution agreement with Ananta Ventures.
Founded in the mid-1980s, Muddyfox emerged during the early rise of off-road cycling in the United States and quickly became a trendsetter by introducing rugged, performance-focused mountain bikes to British and European riders. Between 1983 and 1991, the company built its reputation on durable frames and wide-tyre designs at a time when mountain biking was still a niche sport.
The brand achieved mainstream recognition in 1985 with the launch of the Muddyfox Courier, a more affordable model that blended urban practicality with off-road capability. The bicycle became a cultural symbol for everyday adventure cycling and significantly boosted the company’s popularity. By 1987, Muddyfox had captured nearly 50 percent of the UK mountain bike market, selling around 20,000 units annually, with sales rising to nearly 100,000 units per year within two years.
Muddyfox also distinguished itself through innovative marketing, including the world’s first television commercial dedicated to a mountain bike—an advertisement that focused on the spirit of adventure rather than just technical specifications.
Today, Muddyfox is established as a premium global cycling brand with a presence across the United States, Europe, Asia and the UK.
India Expansion Strategy
Under the new agreement, Ananta Ventures will serve as Muddyfox’s exclusive distributor in India. The company operates a strong domestic dealer network and manages its own bicycle brands, Roam and Kylon, which cater primarily to value-conscious customers.
Commenting on the partnership, Mr. Sahil Mehrotra, Managing Director, Muddyfox Asia Pacific, said the collaboration would help localise the brand’s offerings.
We are happy to announce our association with Ananta Ventures. Together, we aim to build a strong market base in India. While our products currently carry a strong European character, working closely with Ananta will help us understand Indian consumer needs and adapt our range accordingly, he said.
Mr. Ajit Gandhi, Managing Partner, Ananta Ventures, said Muddyfox would strengthen the company’s premium product portfolio.
“Our brands Roam and Kylon cater to price-sensitive segments. Muddyfox will allow us to enter the premium category and offer high-quality bicycles with a superior riding experience to customers seeking global-standard products, he said.
Product Rollout
Muddyfox has launched 18 SKUs in its first phase in India, covering multiple segments and age groups, including mountain bikes, hybrid bikes, women’s models and children’s bicycles. The company plans to expand its lineup based on market demand and introduce a wide range of cycling accessories to complement future sales.
With its heritage rooted in innovation and performance cycling, Muddyfox aims to tap into India’s growing interest in fitness, outdoor recreation and premium lifestyle mobility.
