Royal Enfield Case Study – The History and the Revival of Classic Brand
"Royal Enfield", The company that was about to go bankrupt in 1994 is now India's greatest profitable vehicle company. Did you expect a 26-year-old youngster to lead the drowning firm to this point? Someone among us will be unable to recall the name Royal Enfield.
The interesting thing is that Royal Enfield has rarely aired television commercials. But why is it that everyone knows about the Royal Enfield and that it is every biker's ambition to own one? Few people are aware that Royal Enfield's parent firm, Eicher Motors, has provided investors 40% of profits on the stock market for the past five years. When 26-year-old Siddharth Lal acquired the company in the year 2000, it was only 6 months away from bankruptcy. What did they accomplish to make Royal Enfield the market leader it...
