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Indian Icon : A Cult Called Royal Enfield

By: (Author) Amrit Raj

Werezi Extended Catalogue
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Ksh 3,700.00

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 (height x width x thickness): 14.50 x 21.90 x 2.50 cms

Product Classification: History: specific events & topics
History 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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