Started in 1901

Partnered with Madras Motors in

1951

Now in Chennai

History

Segmentation

Leasure and Adventure Bikes

Target

Bikers, 25-45 years , Working executives

Positioning

Social/Status Symbol,Need to be part of the RE Club

The Brand

•india’s first cult bike•Its an iconic brand to stay true to character and

be proud of what it represents

•Customers are value expressive ,sense of independence

•Campaigns–use cinema ,print media•Leave Home campaign-Thunderbird

•The art of Motorcycling 2010.

•Sponsors trips/events

•Mark rides , Member rides throughout the year

Jai & Veeru in Sholay riding a Royal Enfield

Organizes “Himalayan odyssey”

•Publications–The beat, coffee table book etc.

•Forums ,clubs ,events

Om Banna (also called Om Bana and Bullet Banna) is a shrine located in Pali district near Jodhpur, India, devoted to a deity in the form of a motorcycle