Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Royal Enfield

Royal Enfield is one of the iconic brands in the motorcycle category in India. The British origins of the brand dates back to the early years of 1900 (Narasimhan & Kar, 2014; Thakkar, 2018). The Bullet 350 brand had a meteoric rise in popularity in the Indian context (France-Presse, 2015). Royal Enfield had maintained a unique niche in the Indian context even before liberalization of the Indian markets. It was a high-capacity bike that was preferred by army and police forces (Thakkar, 2018). Over a period of time, because of the brand’s novelty, it gained popularity among a small cross section of consumers, and the Bullet 350 was seen as a ‘macho bike’ that was owned by a select few. Later, Royal Enfield, which has a manufacturing ...