Royal Enfield one of the hottest motorcycle brands available in India, was originally owned by Britishers before Eicher Motors took over in 1994. Till now Royal Enfield faced downfall. But after Siddhartha Lal took over, it was like Royal Enfield was born again. Lets find out what he did that made Royal Enfield profits run into crores. Success followed when they went back to the basics of entrepreneurship.

Instead of using scattered approach, adapting to focused approach  Eicher earlier followed scattered approach. They had around 15 business under them at that time. Royal Enfield have a focused brilliance approach, selling 13 businesses and concentrated their energy on bike business.

Instead of using scattered approach, adapting to focused approach : Eicher earlier followed scattered approach. They had around 15 business under them at that time. Royal Enfield have a focused brilliance approach, selling 13 businesses and concentrated their energy on bike business.

Read Also : The Tallest And Lightest Royal Enfield Bear 650 Launched

Customer empathy : Great market research doesn’t stem from excel reports but from the conversation with your customers.  The company went on a long road trip for months just so that he can have rich conversations and feedbacks regarding their product. Basically conducting media dipstick. They found out that there was no brand loyalty, no connect with the brand.

MARKETING MOVE THEY MADE

Customer interactions indicated that Royal Enfield was seen more as an engineering and manufacturing company rather than as aspirational brand.

Transformed stores into vibrant biker hangouts, showcasing the Royal Enfield lifestyle with a unique retro-cool vibe.

Created eye-catching, immersive outlets that stand out and attract attention

Built passionate communities like the Royal Riders and hosted events like Motoverse, fostering a tribe of like-minded bikers and deepening their connection to the brand

Some Important Key Business Lessons that you can learn from Royal Enfield:

Focus on What Matters: The business focussed on reviving Royal Enfield, ensuring the company’s resources were used efficiently.

Know Your Customers: They immersed in the lives of Royal Enfield riders, identifying critical issues like kickstart problems and bike durability by understanding their needs firsthand.

Prioritise Product Quality: Even big brands fail with bad products. Improving the product, especially switching to an aluminum engine, helped Royal Enfield regain its market position.

Read Also : Royal Enfield Launches Newer And Fresher Version Of Classic 500

Beat Competitors with Innovation: A better-engineered, lighter bike helped Royal Enfield stand out and outperform even giants like Harley-Davidson.

Building a Brand Community is important. A lot of effort in revamping showrooms and biker-focused campaigns like “Motoverse” helped create a strong community, boosting brand loyalty and appeal. That’s the real story of success of Royal Enfield and yes it is achievable