Indian Icon: A Cult Called Royal Enfield By Amrit Raj
Genre: Management Lesson

We have all been awed by the sheer aura and the elegance of a Royal Enfield bike and rightly so! In this book, Indian Icon: A Cult Called Royal Enfield, the author brings forth the interesting story of how Royal Enfield went on to create history by revamping its brand status in India, even after its business hit a rock bottom. The attainment of a cult brand by Royal Enfield was not easy. It had its share of ups and downs. After a thunderous beginning in the early 1950s, the company had to pass through rough phases by 1980s. But this was not for too long before the brand once again bounced back in form by the 90s, all thanks to the able leadership of a few key persons. How the brand revived and fought through cut throat competition in the market, is worth reading. The book talks about the successful business turnarounds that brought together the marketing and the branding of the product to transform it from being a brand to a cult, not only in India but also across the world.

It is a perfect book to own if one is an automobile enthusiast. It also makes for a good material to be gifted to someone who is an avid reader of business success stories. The author beautifully captures the nuances of the brand building activity along with the people who were instrumental in reviving the company with various business strategies. There is an insight which allows the readers to get a glimpse into what goes on inside corporates and how people behave in such companies.

The author of this racy novel, Amrit Raj, has done a wonderful job of bringing to light a wonderfully researched story that is bound to appeal to both the amateurs as well as the connoisseurs. Amrit Raj has held the position of a national editor with Mint and headed the newspaper’s national corporate bureau till 2019. He has been writing extensively on Indian corporates and MNCs, family businesses, and other corporate matters. Amrit is currently employed in a leadership role in a renowned Company dealing with technology.


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