Amrit Raj’s ebook delves into the historical past of British Royal Enfield, the way it made its approach to India after which ended up within the palms of the Lal household
It doesn’t take greater than a few pages of his ebook, Indian Icon: A Cult referred to as Royal Enfield, to recognise that Amrit Raj is just not a hardcore bike fanatic. Certain sufficient, he confesses to being an off-the-cuff motorcyclist who heads out for a journey from time to time, however Amrit admits that he prefers his automobile. Usually, motorcyclists are likely to respect solely fellow motorcyclists’ opinions on topics like this, one thing made clear within the part of the ebook that discusses the corporate’s management from 2014-’18. However this ebook is just not about bikes, and it’s good to learn the story of the Royal Enfield model by somebody who isn’t enamoured by the bike.
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“I used to be fascinated by the story of the model,” Amrit Raj says, when requested what led him to write down this ebook, his first. “The thought got here to me once I was working with a newspaper and through our bureau conferences, we’d typically focus on all types of Indian manufacturers that had the potential to change into international. We made an inventory of 4 or 5 manufacturers and Royal Enfield was the one which got here out on high in my thoughts.
“Usually for a model to develop a fan or cult following, it wants to present again one thing to the patron, proper? For those who have a look at Hero or Maruti, you get good mileage and respectable value of possession. The Land Rovers give luxurious, sturdiness and reliability. After which I checked out Royal Enfield, and puzzled, “For those who purchase a Royal Enfield, what do you get? It doesn’t offer you nice mileage, it’s a heavy bike to manoeuvre, service is just not nice… So, what does it have that persons are so mad about?”
Amrit provides, “I got here to the conclusion that it was the entire swag and charisma — one thing that was presumably extra enhanced with the older technology of Bullets. All these items led me into exploring the model, speaking to folks, trying into its historical past and the way it survived over a time frame. I might recall a minimum of 4 events when it was about to close down. From being on the point of closing down after which making a comeback — it was fairly a narrative. That’s the explanation why I believed I ought to pen it down.”
The ebook delves into the historical past of British Royal Enfield, the way it made its approach to India and the way it ended up within the palms of the Lal household that owned Eicher, finally coming below the management of younger and dynamic Siddhartha Lal. It’s common information that Royal Enfield’s survival, and eventual raging success is basically credited to Siddhartha. The ebook explores his private journey in educating and equipping himself for the job in addition to the large, and infrequently troublesome, selections he took within the early years of battle. After all, there have been quite a few different characters who performed vital roles, however Lal is all the time on the centre.
Amrit says Sidhhartha met him for one interview for this ebook in 2015, however since then, neither the Lal household nor Royal Enfield participated. The vast majority of this ebook is put collectively after talking with a number of folks related with the model, together with a few present-day Royal Enfield staff who had been surprisingly candid.
This ebook tells the story of what companies was once like in India within the pre-liberalisation days and takes you thru the distinctive journey of a model that defeated the percentages to develop into an virtually unimaginable phenomenon.
(Indian Icon: A Cult Referred to as Royal Enfield is offered as a hardcover or e-book on Amazon India)