Book on Royal Enfield to give readers insight into the transformation of India's motorcycle giant

“Indian Icon: A Cult Called Royal Enfield” is a book by journalist Amrit Raj, which takes readers on a behind-the-scenes journey into the making of the iconic brand and the changes that took place in the business.

Royal Enfield is an Indian multinational motorcycle manufacturing company and is the epitome of successful business turnarounds.

“Few brands inspire the kind of devotion that an Enfield does. Its distinctive look and feel, engine sound and the image it creates of its rider have all contributed to putting the brand on the kind of pedestal that others could only dream of. The book takes you to the heart of the Royal Enfield story,” said Raj.

While Sunil Kant Munjal, a chairman of Hero Enterprise stated that no chapter on India’s motorcycle and scooter industry would be complete without meaningful documentation of the Royal Enfield, former CEO and current chairman of Maruti Suzuki Ravindra Bhargava described the book as a fascinating story of the transformation of a brand.

“It is a great Indian example of entrepreneurship, grit, passion and resilience,” said Bhargava.

The 301-page book, priced at Rs 699, is currently available for sale on online and offline stores.

(Edited by Ladiangti Rani)

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