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. But the story of how Royal Enfield became the brand it did today is filled with ups and downs, from its robust origins in the early 1950s to the rock bottom that was the 1980s to the lifestyle bike it is today trying to make a presence internationally. Enfield has truly come to epitomise successful business turnarounds and a case study in branding.

In today’s episode we’re joined by Amrit Raj, the author of the best selling book “Indian Icon: A Cult Called Royal Enfield” for which he’s been nominated for the prestigious Gaja Capital Business Book prize 2021.

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