MORE / #Brand Marquee

April 04, 2017 @ 01:15 PM

Brand Marquee - Royal Enfield

Success story, Brand Marquee | Royal Enfield

Published: Wednesday, 15 June, 2016 10:15 AM

Brand Marquee - Royal Enfield

Management Gurus have always opined that Brand will be born and dying during Brand life cycles and will need push for their sustainability.

Among the many motorcycle brands in the market, Royal Enfield holds a special place in the hearts of bike lovers and commands a loyal customer base. It is one of the oldest bike companies in the world and is known for producing bikes which are known for their power, stability, strength and rugged looks.

1. Origin
In the 1890s, Albert Eadie and R.W. Smith founded the Eadie Manufacturing Company, which later became the Enfield Cycle company at Redditch in England. The Enfield Cycle company manufactured motorcycles, bicycles, lawnmowers and stationary engines. By 1899, Enfield were producing quadricycles with Dion engines and experimenting with a heavy bicycle frame fitted with a Minerva engine clamped to the front down tube. 

2. Indian connection
Royal Enfield motorcycles have been sold in India since 1949. Due to their legacy, reliability and other qualities, in 1955, the Indian government ordered a massive 800 of the Bullet 350 cc motorcycles for the police and army forces for patrolling duties on the country’s borders. The enormous size of the order led the Redditch Company to partner Madras Motors in India to form 
‘Enfield India’, to assemble these motorcycles in Madras (now Chennai). The Madras Motors owned the majority of shares in the company. Full-fledged production began in 1957 with the sale of tooling equipment to Enfield India.

3. Logo
Like other motorcycle manufacturers, the Enfield Cycle company began business as a weapons manufacturer, for instance, the Enfield rifle. The logo comprises the canon and the motto ‘Made like a gun,” both reflect the legacy of the company as a weapons manufacturer.

4. Low phase
The company ran into trouble in the United Kingdom. In 1968, it was sold to Norton-Truimph-Villiers (NTV) and in 1970, the company ceased production in the UK. The company was finally dissolved in 1971. In India, Enfield India entered into a strategic alliance with the Eicher Group, one of India’s leading automotive groups and merged with it in 1994. The company’s name also changed to ‘Royal Enfield’ during this period.  The phase from 1990 to 2000 turned out to be a dark phase for Royal Enfield, as it shifted focus from its loyal customers to the mass and much younger generation. Which almost killed it. However, Mr Siddhartha Lal, MD and CEO of Eicher Motors and himself an avid biker, turned around the fortunes of Royal Enfield by upgrading the bikes with modern technology yet retaining the vintage and macho appeal of the brand.    

5. Achievements
Despite going bankrupt in the United Kingdom, Royal Enfield has only grown in stature and repute in India and has been a popular choice for bike lovers. The Royal Enfield has a number of models and variants, all produced in the Chennai plant, such as, Thunderbird 500, Thunderbird 300, Bullet 350, Bullet 500, Continental GT and the recently launched Himalayan. The bikes cost in the range of 1- 2 lakh Indian rupees approximately. Besides being present across India, with more than 390 dealership outlets, Royal Enfield also exports various models in more than 50 countries, such as US, UK, Australia, Japan, Germany, France, Russia, Brazil, to name a few. 

Despite being a premium brand, Royal Enfield has managed to capture the attention of the people. Royal Enfield is a brand that has survived and gained a cult following over the years. 

Stay informed, Stay ahead and stay inspired with MBA Rendezvous

Crucial Dates, You Should not Miss

TAPMI, Manipal
Admission Application closes on January 16, 2018 for 2018-20
BIMTECH, Greater Noida
Admissions open for PGDM Programmes at BIMTECH. Apply Now !
Lal Bahadur Shastri Institute of Management
Admissions are Open at LBSIM, Delhi. Apply Now !
FORE School of Management
Apply for PGDM & PGDM-IB Programmes. Application Deadline is December 22, 2017.
Goa Institute of Management
PGDM Admissions Open at GIM. Apply Before January 5, 2018
Last Date to Apply for MBA (Full Time) Programme at NIRMA is January 09, 2018
XAT 2018
Application Last Date 30th November 2017
IMI New Delhi
Application closes 4th December 2017
XIM Bhubaneshwar
Last Date 8th December 2017
SIBM Bengaluru
Apply for SNAP 2017 to be held on Dec 17 and apply for SIBM-Bengaluru through the SNAP Form
Institute of Rural Management Anand
IRMASAT will be conducted on February 4,2018, Apply Before December 31,2017
IBSAT 2017
Last date for IBSAT registration is December 12 , 2017
Last date to register for SNAP is 24th November, 2017. Last date for SSBF is 2nd January 2018
SIBM Hyderabad
Apply for SNAP 2017 to be held on Dec 17 and apply for SIBM-Hyderabad through the SNAP Form
K J Somaiya Institute of Management Studies & Research, Mumbai
Last date for Application is 31st Jan, 2018
Application for PGDM 2018-20 at SDMIMD is open till February 28, 2018
Institute of Management Technology
Application closes on November 24, 2017
MDI Murshidabad
Application for PGPM 2018-20 at MDI Murshidabad is open till November 24, 2017

Admission Open Now

Following Colleges are accepting applications.


Admissions open for 2018-20

PGDM, PGDM (HRM), PGDM(B & FS), Executive PGDM

Apply Online