The story of Royal Enfield: How a military personnel’s pride and the most desired bike became a milkman’s chariot
Today, biking has become a global sport. Men and women from all across find pleasure in bikes because they signify a sense of independence, self-expression, power and passion. Let’s talk about one such brand that has over the years reinvented itself and still managed to keep alive the art of cruising.
In India, bullet bikes are synonymous with a single manufacturing company- Royal Enfield. Started in the late 1800s, the U.K.-based Enfield Cycle Company was one of the leading weapon manufacturers which ventured into the motorcycle business, just like BSA (hence, the term bullet). The motorcycle industry was thriving but, in the 1960s, European motorcycle makers rapidly started losing business to Japanese competitors. Amidst this situation, the company decided to partner with Madras Motorcycles in 1955 to begin Royal Enfield production in India. Madras Motorcycles was essentially a subsidiary, but after the closing of the U.K.-based parent company, bought the rights to continue production and use the name.
The Indian Army had been using BSA and Triumph motorcycles but was in search of something new due to the shortcomings of the existing bikes.
Since the Royal Enfield motorcycles were now being manufactured in their home-land (Chennai, India), the Indian Army decided to purchase them. (they also have a history of being used by the British army personnel for their battlefield maneuver during WW-II).
Hence began the saga of the original “Make in India” project.
This condition was laid down to promote industrial growth in a country that was trying to build its manufacturing capabilities in a post-independence era.
Moreover, Royal Enfield was an excellent choice as its design spoke of the Indian Army. The motorcycles were more reliable, better performing and provided a tough mechanical image. The logo too started with a canon symbolized in the center and “made like a gun” motto in the crest. (since RE was initially a weapon’s manufacturer)
Even today, our soldiers ride these Royal Enfield bikes as they represent their personality well (rugged, independent and tough as a bullet). For the longest time, a Royal Enfield motorcycle appealed to people who were looking for something more than just mobility- thrill and adventure.
The brand was surviving well in India until the Japanese motorcycles began to enter the Indian market. Along with the fierce competition, the company soon started facing other issues that brought about severe losses. Several reliability and quality control problems such as engine oil leakages, etc. started coming up too. With questionable ergonomics and daunting kick-start mechanisms in the older bikes, it seemed like it was time to revamp the technology of the bullet. The motorcycles were to undergo modernization under the leadership of Mr. Siddhartha Lal.
While developments were going on to improve the shortcomings of the existing bikes, there was a drastic change in the image of the Royal Enfield bikes.
In the 1980s, Royal Enfield released the advert “Bullet Meri Jaan”. With brands catering to a more elite audience and communicating in English, Royal Enfield chose to go with Hindi. The advert neither had a very sophisticated man riding the bike, nor the typical blingy Bollywood music. It was a simple advertisement which featured common men, very desi people riding real bikes with a traditional qawwali tone to go with.
Simultaneously, the economic liberalization in India soon led to a boom in the economy and the Dairy Industry (liberal policy frameworks opened global markets and provided domestic support too). Along with this, stars like Dharmendra and Amitabh were too seen riding Royal Enfield bikes in their movies.
And eventually, men who looked so highly of the army lifestyle and resonated with these stars so dearly were seen purchasing these motorbikes, the portly milkmen of Chandigarh and beyond.
This is how a military personnel’s pride and the most desired bike became a milkman’s chariot.
Very few know that the brand was at bankruptcy’s edge when they decided to reinvent themselves and become a lifestyle product. The real reason for the success of Royal Enfield is the fact that it has evolved several times over the years to become more reliable but not once deviated from its core values.
Even today the bike is known for its retro philosophy and the royal thump of its engine.
#constantnotstagnant
