Rags to Riches: Story of The Royal Enfield

Royal Enfield has become a household name amongst automobile enthusiasts around the globe but it wasn’t like this since its inception. This brand’s journey is filled with ups and downs, it was on the verge of bankruptcy once but it bounced back and now stands amongst the world’s most renounced modern classic motorcycle manufacturers.

The Begining

The story begins in 1891 when two British entrepreneurs, Bob Walker Smith and Albert Eadie bought a needle manufacturing company named Townsend situated in Redditch, England. 

Back then, Townsend was a respected needle manufacturer and the company also started bicycle manufacturing soon after.

In 1893, Bob and Albert won a contract to supply precision parts to the Royal Small Arms Factory of Enfield, Middlesex. Now this was a huge achievement for the small bicycle manufacturer, so to celebrate their achievement, they renamed the company to Enfield Manufacturing, therefore all the bicycles were named Royal Enfields. The next year in 1894, the famous Royal Enfield trademark, 'Made Like A Gun' was also registered.

The First Motorcycle and Birth of The Bullet

The company kept innovating and growing throughout the years and it was in 1901 when the first motorcycle rolled off the production line, it looked like a bicycle with an 11/2hp engine mounted in front of the handlebar which propelled the rear wheel of the motorcycle. After this, the company kept evolving its designs and engines. It was 1932 when the legendary Bullet was made. It had three versions 250cc, 350cc, and 500cc. 

The Flying Motorcycle

Between 1939 and 1945, during World War 2, Royal Enfield produced large quantities of 125cc lightweight motorcycles. These Airborne motorcycles were called Flying Fleas. These were kept inside a metal cage that could be attached to parachutes and dropped near enemies along with troops.

Bullets for the Indian Army

Over the years, the company kept evolving the design, suspension, and engine of the RE Bullet. It was in 1952 when the Indian Army placed an order for five hundred 350cc Bullets to Madras Motors (Importer and seller of Royal Enfield in India at that time). Bikes arrived in 1953 and the Indian Army loved it because of its rugged build and easy-to-maintain nature.

In 1955 Madras Motors India and Royal Enfield Redditch formed Enfield India which brought Bullet bikes via the CKD route, and by 1977 they started producing the bikes here to export to the European markets where these were in high demand.

The Tough Times

In the 1990s Japanese manufacturers entered India with easy-to-ride and low-maintenance motorcycles like the Hero Honda Sleek which immediately won Indian consumers' hearts. It positioned Royal Enfield in very tough situations. People were choosing Japanese rivals over Enfields. Because of the decline in sales, Royal Enfield once reached the verge of bankruptcy.

The Man Behind Success 

In 1994 Eicher Motors acquired Enfield India and in the year 2000 Siddartha Lal, son of Vikram Lal (Founder of Eicher Motors) joined the company and shut down 13 out of 15 businesses to focus on motorcycles and trucks only.

Royal Enfield launched Thunderbird in 2002, Electra in 2004, and the legendary Classic in 2009. The latter motorcycle changed the game for the brand. It became so popular that there is nothing wrong with calling it a cult. After this, the brand has been launching successful products like the 650 Twins, Meteor, Hunter, etc. 

The man who transformed the brand completely is Siddhartha Lal. He is a biker, so he takes bikes for testing by himself and takes feedback from other riders during his rides. And that admirable approach of his has helped the brand improve its products and after-sales dramatically.