Project background

Royal Enfield is an iconic brand that has overseen the evolution of the two-wheeler market in India. Revived from the brink of extinction, the brand had thrived in recent years by revisiting its roots by launching successful products such as the ‘Classic’ range. With international players such as Harley and Triumph ramping up their presence in India, Royal Enfield sought to understand what the unique Royal Enfield brand story is to build a competitive advantage. With the company keen to enter international markets such as Vietnam and Brazil, there was a need for a brand whose appeal cuts across geographies and demographies.