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- Indian Icon: A Cult Called Royal Enfield
Item #:
143127699
Indian Icon: A Cult Called Royal Enfield
Item #:
143127699
HNL 1296
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- About the BookTHE BUSINESS HISTORY OF THE CULT BRAND CALLED ROYAL ENFIELD,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 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. 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.About the AuthorAmrit Raj was a national editor with Mint and led the newspaper’s national corporate bureau till April 2019. He wrote extensively on Indian corporates, family businesses and other corporate matters. He is currently pursuing a senior role at a technology company.
| Publisher | Westland Business |
| Publication date | December 21, 2022 |
| Language | English |
| File size | 9.6 MB |
| Screen Reader | Supported |
| Enhanced typesetting | Enabled |
| X-Ray | Not Enabled |
| Word Wise | Enabled |
| Print length | 322 pages |
| Page Flip | Enabled |
| Item Weight | 0.1 lbs (50 grams) |
Product Description
Indian Icon: A Cult Called Royal Enfield
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Customer Questions & Answers
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Question:
What makes Royal Enfield motorcycles special?
Answer: Royal Enfield motorcycles are known for their distinctive look, feel, and the iconic sound of their engines, which creates a strong emotional connection with riders. -
Question:
Who played a significant role in revitalizing Royal Enfield?
Answer: Vikram Lal and his son Siddhartha Lal both played crucial roles in revitalizing the brand in the 1990s and 2000s. -
Question:
What does the book cover about Royal Enfield?
Answer: The book chronicles the history, challenges, and transformations of Royal Enfield, highlighting key figures and events that shaped the brand.
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Pros
- Engaging storytelling
- Beautiful photography
- Rich history of Royal Enfield
- Insightful interviews
- High-quality production
Cons
- Some sections could be more detailed.
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Features & Benefits
- Royal Enfield has a rich history dating back to the 1950s.
- The brand represents more than just motorcycles; it embodies a cult following.
- Leadership changes in the 1990s revitalized the brand's image and performance.
- Engaging storytelling showcases the struggles and triumphs of Royal Enfield.
- Behind-the-scenes narratives unveil the competitive dynamics in the motorcycle industry.
- The book offers insights into the journey of creating a premium consumer brand.
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