In a country obsessed with ‘maa’ and cinema, you know your brand has hit the motherlode — pun fully intended — when Bollywood decides to name one of its many wannabe-Western flicks after it. Unlike the tepid thriller named after it, however, Royal Enfield continues to find success with a generation that grew up listening to tales of daddy’s first Bullet — the latter being the colloquial term given to the iconic bike’s noisy retort. It is not just pop culture that is benefiting from the bike’s legend, though — for a while now, Royal Enfield sales have been driving the fortunes of Eicher Motors, and CEO and MD Siddhartha Lal is not complaining. A quick glance through Eicher’s third quarter (the company follows a calendar year) results would be enough to fool an outsider into thinking there was never a slide in the automotive sector. “Royal Enfield continues to do well in Q3CY14, with our best quarter results so far,” says Lal.
The Outperformers 2014
The iconic Royal Enfield is driving most of Eicher Motors’ growth and the pillion rider is enjoying the ride
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