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Cruising on Nostalgia

Since its revamp in 2009, Royal Enfield has been a roaring success for Eicher Motors. Can the world’s most profitable motorcycle maker continue to surprise?

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Angrez toh chale gaye par apni aulaad yahaan chhod gaye was never supposed to be a compliment but there is one angrezi thing that this country’s riders can’t seem to get enough of. No, weed apart, it is the Royal Enfield (RE) Bullet. In fact, the Bullet sends its owners into a deeper trance than weed. So strong has been the addiction that the market cap of Eicher Motors, which owns RE, is now more than that of marquee bike-maker Harley Davidson (HD). Bulls 1, Hogs 0. Almost everybody rides the RE it seems. So much so that a startup in Bengaluru called BBQ India offers barbeques on a Classic 500.