Indian Icon: A Cult Called Royal Enfield

ISBN - 9789389648553
Author - Amrit Raj

Special Price INR 489

Regular Price: INR 699

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Product Description
Royal Enfield. More than just the brand name of a legendary bike! 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 brands 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. Lals enthusiasm for the brand gave it a new lease of life. Later, his son Siddharthas time at the helm saw marketing, product and vision all come together to catapult the bike to iconic status. In the past few years, Enfield has come to represent successful business turnarounds even as its bikes have found newer and newer converts. Indian Icon: A Cult Called Royal Enfield by former Mint journalist, Amrit Raj maps the trail-blazing story of the brand, the company and most of all, the individuals who have 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 the business. In a first, the book bares the behind-the-scenes takeover dramas and the bare-knuckled battle to create a premium homegrown consumer brand for the global markets. Extensively researched and expertly narrated, the book takes you to the heart of the Royal Enfield story. A worthy addition to the shelf of both business readers as well as Royal Enfield aficionados..
Additional information
Title Indian Icon: A Cult Called Royal Enfield Length
Author Amrit Raj Breadth
ISBN 9789389648553 Binding Hardback
Weight Height
Language English Year 2020
Publisher Westland Business Pages
Edition Availability In Stock