The logo "ForEver Bike ForEverValue" very aptly signifies the ideology behind the product. This motive remains unchanged to this day, even in the face of stiff competition.

JAWA started commercial production of motorcycles in the year 1961 in technical colloboration with JAWA LIMITED of erstwhile Czechoslovakia and during the years 1961 to 1985 put up a good performance and achieved good profitability levels. The peak capacity utilisation was 85% with 36,000 vehicles on a capacity of 42,000 vehicles per annum. The collaboration agreement with JAWA of Czechoslovakia which, among other things ensured continuous availiability of technical knowledge from the said collaborator ended in 1968, by which time JAWA had established an in house expertise for achieving wholly indigenous manufacturing technology and also design of vehicles known under the brand name of "YEZDI".

JAWA had established market and had brand loyalty in Southern, Western and Northern regions and till 1985-86, they were in the seller's market . It was now that there was an aggressive entry into the domestic market by Japanese technology backed vehicles of 100cc category which were more fuel efficient, with sophisticated design, and state-of-the-art technology. All these bikes, although made the selling of YEZDI motorcycles a difficult proposition, JAWA, however, withstood the competition and continued the production and sale of motorcycles with a niche market without losing the brand loyalty in most of the regions. This was achieved by two major features of YEZDI bikes, which are attributable to user friendly design, lower maintenance costs and attractive pricing. JAWA motorcycles are also sturdy and rugged which are particularly suitable for semi urban and rural users.