Royal Enfield: Book tells story behind making of Indian biking giant – books

A brand new ebook maps the path-blazing story of the model, the corporate and most of all, the people who’ve made Royal Enfield what it’s now — a premium homegrown client model for the worldwide markets.

The ebook, “Indian Icon: A Cult Called Royal Enfield”, is written by journalist Amrit Raj. Beside spilling the beans on the “behind-the-scenes takeover dramas” and the “bare-knuckled battle” to create the long-lasting model, it  can also be the story of the conflict of the previous guard with the brand new resulting in dramatic adjustments within the enterprise.

“Few brands inspire the kind of devotion that an Enfield does. Its distinctive look and feel, the sound of its engine and the image that it creates of its rider have all contributed to putting the brand on the kind of pedestal that others could only dream of.. The book takes you to the heart of the Royal Enfield story,” stated Raj.

From the start of the model’s journey in India within the early Fifties, the Enfield bikes have had fairly a journey. Initial success and acceptance however, by the Nineteen Eighties, the model was thought-about an underachiever and a basket case.

Come 1990, Vikram Lal of Eicher took over the model and gave it an entire new lease of life in 1990. Later, his son Siddhartha introduced advertising and product collectively and catapulted the bike to an iconic standing. Today, Enfield has come to epitomise profitable enterprise turnarounds.

Touted to be “deeply researched and expertly narrated”, the ebook, in line with publishing home Westland, is a worthy addition to the shelf of each enterprise readers in addition to Royal Enfield aficionados.

It additionally acquired excessive reward from who’s who of the auto trade together with Sunil Kant Munjal and R C Bhargava, chairman of Hero Enterprise and Maruti Suzuki, respectively.

While Munjal stated no chapter on India’s motorbike and scooter trade can be full and not using a “meaningful documentation” of the Royal Enfield, Bhargava described the ebook as a “fascinating story” of the transformation of a model.

“It is a great Indian example of entrepreneurship, grit, passion and resilience,” stated Bhargava.

The 301-web page ebook, priced at Rs 699, is at present accessible on the market on on-line and offline shops.

(This story has been revealed from a wire company feed with out modifications to the textual content.)

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