28 July, 2021

Bellyful Of Low Thumps

The tale of how the irrepressible Bullet chewed up Indian streets

Bellyful Of Low Thumps
outlookindia.com
2021-02-02T09:09:25+05:30

Everyone who’s ever owned or ridden a Bullet before the 2000s knows the struggles—and pleasures—involved in managing the beast. Oil leaks, bad brakes, the travails of finding a decent mechanic. A personal nemesis was wet distributor points during the brief monsoons in Delhi. But then there was the ride with the legendary ‘thump’.

The Royal Enfield (RE) story is by now legend on Dalal Street—how a company struggling to sell 2,000 motorcycles a month some two decades back made the turnaround to becoming, at one point, India’s most-valued two-wheeler company, selling 8,00,000-plus bikes by 2018. How one model, the retro-styled Classic 350 with a half-decent new engine, helped turn RE into a global icon.  

Indian Icon starts in 2000 with Siddhartha Lal, the Eicher group scion taking over the reins, and tells the turnaround story with finesse while packing in an incredible amount of detail. It works in the business history, keeping the focus on the past two decades, marking the contributions those who helped make it happen....

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