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BW Businessworld

A Passion On Two Wheels

The story is woven through many chapters that talk of the birth of the brand and its terrific journey as a winner.

Photo Credit : Reuters


Journalists do tend to end up writing books on subjects they cover keenly and Indian Icon –A Cult Called Royal Enfield seems to be one such enterprise. 

Author Amrit Raj wrote extensively on the Indian corporate sector, family businesses and corporate affairs during his stints as Corporate Bureau Chief and then National Editor of Mint, before joining a technology company. 

He tells the story of an Indian brand that has reigned over the Indian roads for seven decades at a stretch – the home-grown motorbike, Royal Enfield. Incidentally, the Royal Enfield now also conquers terrains in many foreign lands. 

The story is woven through many chapters that talk of the birth of the brand and its terrific journey as a winner. Royal Enfield built its reputation as a brand to reckon with, one that managed to gain both reputation and loyalty among its patrons. 

So, the onslaught of competitors was challenging, but not overwhelming enough to prove a threat. This is a corporate tale of battles fought in the marketplace. 

Today Royal Enfield, says the author, is more than just a brand. It is a legend bred by a legendary bike company. The Royal Enfield is today is cult that makes every possessor proud to be a part of . 

Few brands inspire the kind of devotion that an Enfield does, says Raj. 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 competitors could only dream of. 

Yet the ride has been roller coaster for the mighty Royal Enfield too, with many ups and downs along the path. The brand has had to struggle for its place in the sun, but emerged victorious almost always. 

The Royal Enfield’s journey began in the early 1950s. Amrit Raj maps the story of this long ride, bringing to light not just the evolution of the brand, but also the company and the individuals who made it what it is. It is also the story of the clash of the old guard with the new, leading to dramatic changes in business. 

The book could prove a worthy addition on the shelf of both readers interested in business and Royal Enfield aficionados. The author not only convinces the reader that “old is gold”, but also reveals how “old” adapts to different circumstances and situations to be able to touch the lives of every generation. 

Royal Enfield’s story of leadership and success is about innovation through technical knowhow, expertise and strategic marketing skills that inspire trust and respect. 

The book exudes an infectious positivity and teaches that just as an individual’s reputation and the respect it brings from family, friends, relations, peers and colleagues, comes from hard work, so does that of a brand. It takes a lot to build trust, for just one mistake can ruin it. 

This book comes through as an honest account of the journey of a brand that turned into a cult.