Indian Icon : A Cult Called Royal Enfield
by
Amrit Raj
Book Details
Format
Paperback / Softback
ISBN-10
9395073489
ISBN-13
9789395073486
Publisher
Westland Publications Limited
Imprint
Westland Business
Country of Manufacture
IN
Country of Publication
GB
Publication Date
Nov 28th, 2022
Print length
320 Pages
Weight
292 grams
Dimensions
14.50 x 21.90 x 2.50 cms
Product Classification:
History: specific events & topicsHistory of specific companies / corporate history
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In the past few years, Enfield has come to represent successful business turnarounds even as its bikes have found newer and newer converts.
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. From the beginning of the brand’s journey in India in the early 1950s, the Enfield bikes have had quite a ride. Initial success and acceptance notwithstanding, by the 1980s, the brand was considered an underachiever and a basket case. Enter Vikram Lal of Eicher in 1990. Lal’s enthusiasm for the brand gave it a new lease of life. Later, his son Siddhartha’s time at the helm saw marketing, product and vision all come together to catapult the bike to iconic status.
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