A road well travelled

Royal Enfield is following Harley-Davidson’s tyre treads by turning to merchandising

In a Mumbai hotel, a screen displays a blurred highway sign that assures its viewers that Leh is not too far away. A few in the crowd call it “that funky 3D effect”. This isn’t a film screening: it’s Chennai-based Royal Enfield launching a new bike and CEO Venki Padmanabhan roars into the gathering on the new offering. But the bike isn’t the only launch of the day. 

Recently, SIAM data revealed a 4% drop in two wheeler sales in India; almost simultaneously Enfield declared its sales had grown at 44%, selling 79,000 units. The niche bikes company in August touched 1% market share in a crowded market. The need of the hour was to build on the increasing buzz tha


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