The imagination of the cycle itself was integral to the fabrication of the middle class. The cycle was a fashionable form of transport—it was youthful and romantic, projecting an image of its male consumer as neither affluent nor entirely downtrodden. While in post-Independence India, the cycle become a popular means of mobility for the working class, Atlas Cycles targeted the middle class more than the working-class masses and presented a certain aestheticized use of the cycle.
Chiragh Dilli 