Amrit Raj’s ebook delves into the historical past of British Royal Enfield, the way it made its method to India after which ended up in the palms of the Lal household
It doesn’t take greater than a pair of pages of his ebook, Indian Icon: A Cult referred to as Royal Enfield, to recognise that Amrit Raj will not be a hardcore bike fanatic. Sure sufficient, he confesses to being an off-the-cuff motorcyclist who heads out for a experience every now and then, however Amrit admits that he prefers his automobile. Typically, motorcyclists are likely to respect solely fellow motorcyclists’ opinions on topics like this, one thing made clear in the part of the ebook that discusses the firm’s management from 2014-’18. But this ebook will not be about bikes, and it’s good to learn the story of the Royal Enfield model by somebody who isn’t enamoured by the bike.
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“I was fascinated by the story of the brand,” Amrit Raj says, when requested what led him to write down this ebook, his first. “The idea came to me when I was working with a newspaper and during our bureau meetings, we would often discuss all kinds of Indian brands that had the potential to become global. We made a list of four or five brands and Royal Enfield was the one that came out on top in my mind.
“Typically for a brand to develop a fan or cult following, it needs to give back something to the consumer, right? If you look at Hero or Maruti, you get good mileage and decent cost of ownership. The Land Rovers give luxury, durability and reliability. And then I looked at Royal Enfield, and wondered, “If you buy a Royal Enfield, what do you get? It does not give you great mileage, it is a heavy bike to manoeuvre, service is not great… So, what does it have that people are so mad about?”
Amrit provides, “I came to the conclusion that it was the whole swag and charisma — something that was possibly more enhanced with the older generation of Bullets. All these things led me into exploring the brand, talking to people, looking into its history and how it survived over a period of time. I could recall at least four occasions when it was about to shut down. From being on the brink of closing down and then making a comeback — it was quite a story. That’s the reason why I thought I should pen it down.”
The ebook delves into the historical past of British Royal Enfield, the way it made its method to India and the way it ended up in the palms of the Lal household that owned Eicher, ultimately coming beneath the management of younger and dynamic Siddhartha Lal. It is frequent data that Royal Enfield’s survival, and eventual raging success is essentially credited to Siddhartha. The ebook explores his private journey in educating and equipping himself for the job in addition to the massive, and infrequently tough, choices he took in the early years of battle. Of course, there have been quite a few different characters who performed important roles, however Lal is all the time at the centre.
Amrit says Sidhhartha met him for one interview for this ebook in 2015, however since then, neither the Lal household nor Royal Enfield participated. The majority of this ebook is put collectively after talking with a number of individuals related with the model, together with a pair of present-day Royal Enfield workers who had been surprisingly candid.
This ebook tells the story of what companies was once like in India in the pre-liberalisation days and takes you thru the distinctive journey of a model that defeated the odds to develop into an virtually unimaginable phenomenon.
(Indian Icon: A Cult Called Royal Enfield is accessible as a hardcover or e-book on Amazon India)
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