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Indian Icon: A Cult Called Royal Enfield
£8.30£19.00 (-56%)
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.
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Additional information
| Publisher | Westland Business (28 Nov. 2022) |
|---|---|
| Language | English |
| Paperback | 320 pages |
| ISBN-10 | 9395073489 |
| ISBN-13 | 978-9395073486 |
| Dimensions | 21.5 x 14 x 1.6 cm |
by S. Howard
Firstly, I am a Royal Enfield fan. What they have done and achieved is remarkable. Having seen this book and read the other reviews here, I was really looking forward to settling down and enjoying the ride with this one. It starts off well, the preface is really entertaining with short stories about why people love Royal Enfield bikes. After a couple of hours of solid reading though, I could take no more. I was looking forward to an informative, entertaining read that would hopefully enlighten me further about my preferred motorcycle brand. For the right person, who wants to understand business models and strategy and how they were applied, in some depth , it is more than likely a thoroughly enlightening book, but if you are like me and just wanted some entertaining, light but factual reading about this popular brand name then this will not be the book for you either. I can’t say that is is a bad book, it obviously isn’t from the other reviewers comments, but for me, just too heavily business practice orientated and more like a text book I would expect to be given as suggested reading material for some form of business diploma. I tried, and I tried again but I found it just to tedious to read to get any kind of enjoyment from it. Sorry… I really was looking forward to getting stuck in to this but, as the title above says just not what I hoped it would be!
by Richard M
Excellent book chartering the resurgence of Royal Enfield in India. Very well written and highly recommended to any Royal Enfiel officianado!
by John Dunn
Royal Enfield’s iconic status explained. If you want to understand the ineffable spirit at the heart of Royal Enfield’s success then you have to read this superbly well researched and written book. On one level, Amrit Raj has objectively explained the business success of Royal Enfield. At another level, he has made it clear that those in charge at Royal Enfield have a precious flame to maintain if the brand is to maintain its aura and cult status.