Indian Icon: A Cult Called Royal Enfield

Author:

Amrit Raj

Rs559 Rs699 20% OFF

Availability: Out of Stock

Out of Stock

    

Rating and Reviews

0.0 / 5

5
0%
0

4
0%
0

3
0%
0

2
0%
0

1
0%
0
Publisher

Publication Year 2020
ISBN-13

9789389648553

ISBN-10 9789389648553
Binding

Hardcover

Edition FIRST
Number of Pages 320 Pages
Language (English)
Weight (grms) 450

The Enfield’s distinctive look and feel, and the bass, throaty sound of its engine, create a rider in its own image—inspiring the kind of devotion that other brands can only aspire to.


It’s been quite a ride for Enfield bikes in India, though, from its robust origins in the early 1950s to the rock bottom that was the 1980s. Come 1990, Vikram Lal of Eicher took over the brand and gave it a whole new lease of life. Later, his son Siddhartha’s vision brought marketing and product together in a uniquely imaginative way, and catapulted the bike to the iconic status it now enjoys. Today, Enfield has come to epitomise successful business turnarounds.


Indian Icon: A Cult Called Royal Enfield by senior business journalist Amrit Raj tells the story of a trailblazing brand and company, and most of all, of the individuals who have made it what it is. Unusually for a business story, it also candidly reports the clash of the old guard with the new, baring the behind-the-scenes takeover dramas and the bare-knuckled battle to create the Royal Enfield: a premium homegrown consumer brand for the global markets.


Deeply researched and expertly narrated, Indian Icon is a worthy addition to the shelf of both business readers as well as Royal Enfield aficionados.

Amrit Raj

Amrit Raj was a national editor with Mint and led the newspaper’s national corporate bureau till April 2019. He wrote extensively on Indian corporates and MNCs, family businesses, and other corporate matters. He is currently pursuing a senior role at a technology company.
No Review Found