India Bike Week (IBW), Asia’s biggest biking festival, is all set to return to Vagator, Goa, on December 6-7. Celebrating its 11th edition, the event promises two action-packed days of motorcycles, music, and a vibrant biking culture. With a record turnout expected in the upcoming edition, Martin DaCosta, founder and CEO of 70 EMG and IBW’s festival director, spoke to TOI Auto highlighting the festival’s core focus: inclusivity and community.
Reflecting on the journey, DaCosta explains, “The key strategy all along has always been about community. It’s always been about being inclusive. We don’t mind what you ride or who you are, as long as you love biking—you’re part of the IBW family.” This open approach has been pivotal in expanding IBW’s reach across India and internationally. Supporting this inclusivity are marketing efforts and a notable initiative known as the “Chai Pakoda rides,” with the IBW team organizing 20 rides this season, each gathering thousands of participants across cities like Kolhapur and Baroda.
Expected turnout for this year’s festival stands between 20,000 and 25,000, marking steady growth in IBW’s ticket sales post-COVID. “COVID has supercharged the desire for people in India to buy tickets and go to events,” he explained. “We started with 3,000-4,000 people 10 years ago, it’s up to about 20,000-22,000, now. We’re expecting around 40,000-50,000 bikers in Goa this year, though not all will attend the festival.”
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IBW’s international reach has also grown, with riders from countries like the UK, Singapore, Dubai, and the U.S. flying in to join the action. “We get calls from across the world saying, ‘India Bike Week—wow, that sounds fantastic.’ More international events like Phuket Bike Week and the Adventure Bike Festival in the UK have expressed interest in collaborations,” DaCosta added.
IBW 2024: Brand participation and new initiatives
The event’s scale is reflected in the lineup of over 250 brands expected to participate this year, spanning bike manufacturers, accessory and apparel companies, and more. As for the exhibitors, “We’re brand-agnostic,” DaCosta shared. “Whether you’re a startup or BMW, we treat you the same. We support emerging brands with discounted spaces, but everyone is welcome as long as they love biking.”
The lineup for IBW 2024 includes a focus on music and racing, with a performance roster headlined by artists like Divine, Brodha V, and Smokey. Racing enthusiasts can look forward to several events with cash prizes totaling up to Rs 12 lakh. “There’s flat track racing, a hill climb, and the Dirt Dash,” an IBW team member, revealed. “We have four racetracks this year, making it a major attraction for riders.”
One exciting addition this year is a custom Harley-Davidson bike giveaway, marking Jameson’s 10th anniversary as a partner with IBW. The lucky winner will take home a bike specially designed by Bombay Custom Works, symbolizing this long-standing partnership.
IBW 2024: Alternative venues in future? A possibility.
As the event looks to the future, DaCosta hinted at plans to host IBW in other parts of India, potentially on an alternating schedule with Goa. “After 11 years of riding to Goa, we’re thinking of exploring other destinations. Maybe Jaipur or somewhere else, then returning to Goa every other year. It would open up the festival to more of the country,” he said.
Despite the rise of manufacturer-hosted biking events, IBW’s unique multi-brand festival setup keeps it distinct. “We’re the only multi-brand motorbike festival of note in India,” DaCosta said. “These branded festivals come and go, but we’re not too worried—they ultimately help build motorcycling culture here, which is good for everyone.”
India Bike Week returns to Vagator, Goa, on December 6-7 with its 2024 theme, “The Next Chapter.” The Day Pass, priced at Rs 1,999, includes F&B coupons, while the Weekend Pass, at Rs 2,999, adds extra perks like an IBW kit. For riding clubs, a special Club Package at Rs 2,999 per person provides exclusive access and privileges.
