Jagran Lakecity Business School

Royal Enfield
Submitted in lieu of
END-Semester Examination 2021
Session: July –December 2021
Course Name: BUSINESS READING AND DISCUSSIONS III

Course Code:AF10296

Submitted by: Submitted to:

Jeet Goyal Dinesh kumar sir

Karan Kumar

Rahul Bhatia

Sarabjeet Singh

Rishit Purohit

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 CERTIFICATE

This is to certify that we the group of Jagran Lakecity Business School

has successfully completed the project work titled “ROYAL
ENFIELD” in requirement for the completion of end semester exam as
prescribed by the centre of professional skills.

This project report is the record of authentic work carried out by us during
the under your guidance.

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 ACKNOWLEDGEMENT

We would like to express my profound gratitude to our BUSINESS

READING AND DISCUSSIONS III faculty, Mr Dinesh kumar under
whose supervision and guidance we were able to complete this assignment
and gave us such an interesting assignment to work on.

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 Declaration

On the behalf of my group I Jeet Goyal, Hereby declare that this project
report is the record of authentic work carried out by us during the period
of 05/11/2021 to 30/11/2021 the information /data present here is correct
and has not submitted to any other university or institute .

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 Table of Content
s. no. Topics Page no.
1 Cover page 1
2 CERTIFICATE 2
3 ACKNOWLEDGEMENT 3
4 Declaration 4
5 Introduction 6
6 Story of RE 7
7 Partner company 9
8 PESTEL Analysis 10
9 Market Performance 11
10 Brand Position 12
11 Royal Enfield competitors 14
12 Feedback of our group 16

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 Royal Enfield
Royal Enfield is an Indian multinational motorcycle manufacturing company
headquartered in Chennai, Tamil Nadu, India. the corporate is that the oldest
global motorcycle brand in continuous production, and operates manufacturing
plants in Chennai in India. Licensed from Royal Enfield by the indigenous
Indian Madras Motors, it's now a subsidiary of Eicher Motors Limited, an
Indian automaker. the corporate makes classic-looking motorcycles including
the Royal Enfield Bullet, Classic 350, Meteor 350, Classic 500, Interceptor 650,
Continental and lots of more.
Royal Enfield also make
adventurous and offroading
motorcycles like Royal Enfield
Himalayan. Their motorcycles
are equipped with single-
cylinder and twin-cylinder
engines. First produced in
1901, Royal Enfield is that the
oldest motorcycle brand within
the world still in production, with the Bullet model enjoying the longest
motorcycle production run of all time.

The oldest motorcycle brand in continuous production, Royal Enfield made its
first motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield
has created the mid-sized motorcycle segment in India with its unique and
distinctive modern classic bikes. With its new manufacturing base in Chennai,
India, Royal Enfield is able to grow its production rapidly against a surge in
demand for its motorcycles.

Royal Enfield’s motorcycle line-up includes the newly launched Interceptor 650
and the Continental GT 650, powered by a modern 648cc twin cylinder engine.
Royal Enfield also manufactures the Classic, Bullet and Thunderbird models in
350 and 500cc displacement and the purpose-built adventure tourer -
Himalayan, powered by the new LS410 engine. Royal Enfield operates through
18 company-operated stores and 850+ dealers in all major cities and towns in
India, and exports to over 60 countries across the world including the USA, UK,
several European and Latin American countries, as well as the Middle East and
South-East Asia.

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 The Royal Enfield Story
Royal Enfield, like many early motorcycle manufacturers, has its origins in
bicycles—but it also supplied firearms parts to the British government’s Royal
Small Arms Factory. It created its brand name simply by combining the rather
impressive-sounding “Royal” and the name of the town in which the factory
was located: Enfield, England. The first Royal Enfield motorcycle, essentially a
bicycle with an engine bolted to the front downtube, was built in 1901.

During WWII, the company supplied the British paratroopers with a motorcycle
built to be dropped out of airplanes, endearingly called the “Flying Flea.” It also
supplied one of its models to the British Army and RAF; this model, first built
in 1931, was called the Bullet. In 1948, the Bullet became the first British
motorcycle to feature a frame with a rear swingarm, bestowing it with excellent
off-road handling (it won multiple International Six Days Trial gold medals),
and likely making it the model that would save the Royal Enfield brand from
extinction.

After winning its independence from Britain in 1947, India had remained on
good terms with its former ruler and began importing British-built Royal
Enfield motorcycles in 1949. When the new Indian government decided it
needed a fleet of motorcycles with which
to patrol its borders, the 350cc single-
cylinder Bullet was chosen and soon 800
of them were busily scooting along India’s
often rough (or non-existent) roads.

With the Bullet’s popularity, it was

decided that assembling the bikes in India
made economic sense, and so it was that in
1955 Royal Enfield and Madras Motors
formed Enfield India, with Madras (per
Indian law) owning the majority of shares.
The new company built Bullets under a

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licensing agreement, first simply assembling them as kits and then, starting in
1957, actually manufacturing components with tooling equipment purchased
from Royal Enfield. By 1962, India’s Bullets were completely manufactured
domestically, and when the British firm closed its doors, Enfield India simply
kept building and selling bikes.

Over the years, the Bullet and the Royal Enfield brand became synonymous
with India. For their part, the Indian people nurtured and grew their once-
British, now home-grown motorcycle brand; after all, they had once been
“British” as well. Hollywood would have a hard time coming up with a more
compelling story. Yet it gets better.

In the 1970s the Japanese tsunami that crashed into Europe and America in the
’60s was heading straight for India, and the results were all too familiar. Local
Indian manufacturers either succumbed to the wave or hitched a ride with one
of the Japanese companies, often getting swallowed up. Enfield India was
struggling to stay afloat. In 1994, a lifesaver was tossed out: the massive Eicher
Motor Group, which operates mostly in the automotive sector, acquired the
company. The founder, Vikram Lal, was a motorcyclist himself and had owned
a Bullet. His passion for riding was passed down to his son Siddartha, who
would eventually be tasked with salvaging and rebuilding the Royal Enfield
brand.

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 Partner Company
Eicher Motors Limited
(EML)
Eicher Motors Limited (EML)
is the listed parent of Royal
Enfield, the global leader in
middleweight motorcycles. The
world’s oldest motorcycle
brand in continuous production,
Royal Enfield has made its
distinctive motorcycles since 1901. Focussed on bringing back simple, yet
engaging and accessible motorcycling, Royal Enfield operates in India, and over
60 countries around the world with modern development facilities in
Leicestershire, UK and Chennai, India. Royal Enfield makes its motorcycles in
Chennai, Tamil Nadu for the world. Royal Enfield has evolved into an
experiential brand. Royal Enfield with its motorcycle that combines modern-day
elements with the brand’s heritage, garners immense enthusiasm amongst global
motorcyclists.

In addition to motorcycles, Eicher has a joint venture with Sweden’s AB Volvo

- Volvo Eicher Commercial Vehicles Limited (VECV) - has pioneered
modernisation of commercial vehicles in India and other developing countries.
VECV has a complete range of trucks and buses from 4.9-55 tonnes, and its
integrated manufacturing plant in Pithampur, Madhya Pradesh is the global hub
for medium duty five- and eight-litre engines for Volvo Group.

Eicher Motors is listed on the BSE and National Stock Exchange, and has been
part of the NSE’s benchmark Nifty 50 Index since April 1, 2016.

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 PESTEL Analysis in India
Royal Enfield in India

Royal Enfield is an Indian motorcycle manufacturing company with factories in

Chennai. India. Originally a British motorcycle company. Royal Enfield and
indigenous Madras Motors, it is now a subsidiary of Eicher Motors Limited, an
Indian automaker. The company makes the Royal Enfield Bullet. and other
single cylinder motorcycles. Established in 1893. Royal Enfield is the oldest
motorcycle brand in the works still in production, with the Bullet model
enjoying the longest motorcycle production run of all time.

A Cult Motorcycle From India Takes On the World The Royal Enfield Motors
factory in Chennai, India. The brand sold nearly 175.000 motorcycles in 2013.
By SAMANTH SUBRAMANIAN Published: January 3, 2014 NEW DELHI,
India - The Royal Enfield Bullet, often described as the oldest continuously
produced motorcycle in the world is a cult product for enthusiasts who love it
for its vintage feel as much as for the thrum of its engine. Muscular and pliant,
the Bullet - an Indian-made avatar of an old British brand has found renewed
popularity over the last few years, as leisure motorcycling in India has
blossomed. Its manufacturer, Royal Enfield Motors, sold almost 175,000
motorcycles Bullets as well as three other brands in 2013. The company is now
looking to push harder into British and American markets, hoping to follow in
the wake of other Indian motor vehicle manufacturers that have competed hard
with overseas brands even as their peers in other industries have struggled.
Royal Enfield's newest model, a midsize "cafe racer" called the Continental GT.
was introduced at an elaborate event in London in September. "It's the first bike
that we've developed keeping the world market in mind." said Siddhartha Lal,
who is credited with turning Royal Enfield around. Mr. Lal. age 40. is the chief
executive of Eicher Motors, a manufacturer of buses, trucks and tractors that
owns Royal Enfield. Uncommonly for an Indian executive, he sports sideburns
and wears jeans.

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Market Performance
Royal Enfield is fast growing in Latin America and Europe, but is penalized by
domestic sales in India. In the first nine month 2021, global sales were 436.017,
up 14.8% vs the 2020 while still down 9.3% vs the 2019.

Royal Enfield this year looks the best performer among the Indian motorcycles
manufacturers. Sales are obviously penalized by the slow recovery in India, but
less than for the others.

Royal Enfield is most global acting Indian manufacturer and the only one active
both in North America and Europe, with remarkable performance.

In the first nine month 2021, global sales were 436.017, up 14.8% vs the 2020
while still down 9.3% vs the 2019.

In the Indian region, the manufacturer is penalized by the still strong covid19
presence in India (sales +14.4% vs 2020, but -12.2% vs 2019), but even by the
block to import in Sri Lanka (-96% vs 2019).

In all other regions, sales are growing very well.

Royal Enfield is the only Indian company to have approached the European
market and the results are outstanding, with sales up 38.4% (vs 2020) and
amazing success in Italy (+124%), France and UK.

In Latin America the brand is fast growing as well, hitting new records months
after months and with actual sales up an impressive +116%, booming in Brazil
(+179%), Argentina (+128%) and Colombia (+60%).

Sales are going up even in North America, Asia, Pacific while only in the
ASEAN the brand is hit by the local industry decline.

The Compounded Annual Growth Rate (CAGR) for the past 5 years was 17%.
CAGR was 32% during CY2010 and FY2020. Royal Enfield is fast becoming a
very important player in the global mid-size motorcycle market and is working
towards re-inventing this space with motorcycles that are evocative and
engaging and great fun to ride.

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Brand Position
Royal Enfield India's largest selling cult motorcycles. But in the US, Royal
Enfield bikes are picking up speed among women bikers as compact and easy-to
ride machines. As India's iconic motorcycle brand looks for a global presence, it
is trying to position itself differently in different export markets. That includes
the US as well as Britain which where the brand actually originated.

"In the US, the Royal Enfield motorcycles fit in really well as the second bike in
the household, used by both men and women. In north America, we are
considered a smaller motorcycle and we've had a lot of women finding it easy to
ride our bikes which is good news for us," said Siddhartha Lal, MD and CEO,
Eicher Motors.

This positioning quest in export

markets has led Royal Enfield to
revisit its British lineage which has
a strong pull in many motorcycling
markets across the world including
Latin America. "In South east Asia
and Latin America people have a
memory of British motorcycles in
general," added Lal. "For instance
Che Guevara used to ride a British
motorcycle. All of that helps our brand because Royal Enfield as a brand
originated in Britain," he said.

That focus on its heritage roots has also led the company to seek engineering
DNA from Britain. "For the last 10 years we have been sourcing design and
engineering from Britain. For example the entire chassis of the Himalayan was
done primarily in the UK. There is excellent engineering capability in the
Midlands and earlier we were working with different British consultants but
now that we are setting up our own R&D centre I the UK, we are doing it in-
house," he added.

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Sales Overview
Royal Enfield September 2021 total sales fell to 33,529 units. Down 44 percent
from just over 60k units. Sales volume fell by 26,802 units. YTD sales is still in
the green at just under 2.5 lakh units, up from 2,08,078 units for the same 6
months in 2020.

The upto 350cc segment, which happens to be Royal Enfield’s core strength has
taken a hard hit. In this segment, they sell Classic 350, Meteor, Bullet and
Electra. Wholesales fell to around 25k units, down from 54,434 units at 53.12
percent decline. YTD segment sales grew 10 percent at 2,08,201 units, up from
1,89,608 units. The above 350cc segment stayed in the green, at just over 8k
units, up from about 5.9k units at 35.81 percent growth. In this segment, RE
sells Himalayan and 650 Twins – Continental GT and Interceptor. Sales volume
grew by just over 2.1k units in the segment.

Exports in this segment grew by 52.41 percent at about 6.3k units, up from
4,131 units. Exports volume grew by 2,165 units. RE Domestic sales volume
fell by about 29k units. Down at 27,233 units from 56.2k units. Sales decline is
reported at 51.54 percent. MoM total sales decline is reported at 26.89 percent.

1. Benelli Imperiale 400

The Benelli Imperiale 400 is a

humble-looking motorcycle, which is
squarely at the Royal Enfield Classic
range. It traces its origins to the
Benelli-MotoBi range from the
1950s. The motorcycle gets a single
round headlamp, a retro-styled
teardrop-shaped fuel tank, split seats,
and a fine balance between chrome and black. Relaxed ergonomics of the
motorcycle allow the rider to travel comfortably for hours.

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Powering the Benelli Imperiale 400 is 373.5cc air-cooled, single-cylinder
engine. Coupled to a five-speed gearbox, the fuel-injected powertrain produces
20.4 PS of power and 28 Nm of torque. In comparison, the 346cc engine of the
Royal Enfield Classic 350 produces 20.07 PS of power and 28 Nm of torque.

2. Kawasaki W800

The Kawasaki W800 has been a

long time coming. In fact, if we had
a penny for every time launch
rumours surfaced, we would have
been millionaires. While the price
tag of Rs 7.99 lakh (ex-showroom,
Delhi) may seem steep, the green
monsters from Japan have
tremendous brand appeal, a pinch of
premium, and dollops of reliability.

This retro-styled roadster is powered

by a unique 773cc parallel twin mill with vertically inclined cylinder layout
with a 360-degree firing order. Yes, you read that right. An auditory bonanza is
guaranteed. It would be quite safe to say that the Kawasaki W800 is the best
sounding retro-styled machine on sale.

3. Honda CB300R

It is not every day that Honda

2Wheelers India introduces a
premium product. But when it does,
it manages to attract everyone’s
eyeballs. The Honda CB300R is
just that. Styled exactly like the
CB125R and CB650R, the new
CB300R gets a two-tone scheme.
The motorcycle gets a rounded
LED headlamp, chiselled fuel tank,
stylish tank extensions, and alloy wheels to match the neo-retro appeal.

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Unlike the previous two motorcycles in the list, the CB300R goes old school
with tons of modern features. The powertrain is a 286.01cc liquid-cooled, fuel-
injected engine, which is essentially a re-bored version of the 250cc mill from
the CBR250R. Coupled to a six-speed gearbox, the engine produces 30.45 PS of
power and 27.4 Nm of torque.

4. Triumph Street Twin

Styled exactly like the classics sold

in the 60s, the Street Twin is and a
delight to look at. It is the most
affordable Triumph badged product
you can buy. But, at Rs 7.45 lakh
(ex-showroom, Delhi), the Street
Twin is still expensive.

The engine is a 900cc liquid-cooled with a 270-degree crank angle and produces
65 PS of power and 80 Nm of torque. The gearbox is a five-speed unit. Also,
the engine gets a ride by wire, slipper clutch, switchable traction control, and
two riding modes (Road and Rain).

5. Husqvarna Vitpilen 401

KTM-owned Husqvarna Motorcycles is

all set to enter the Indian market early
next month with deliveries beginning in
January or February 2020. The first
model to launch will be the Husqvarna
Vitpilen 401. Designed by Kiska, the
motorcycle is a work of art.

The result is a progressive looking machine, which brings together retro love
with modern technology.

The bike has a 373cc single-cylinder, liquid-cooled, DOHC mill sourced from
the KTM Duke 390. In its present tune, it produces 43.5 PS of power and 37
Nm of torque. The six-speed gearbox is assisted by a slipper clutch.

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Feedback of our group
Here is the feedback of our group member after
visiting their nearest showroom of Royal Enfield.

Rishit Purohit :-

Royal enfield is one of my favorite companies I

love to rides bullets automatically good vibes
comes. For me bullet is a perfect Combination of
the best and the beast. For me bullet this the best
bike in India becuse it gives everything things
quality as well as in a very affordable price

Rahul Bhatia :-

We visited the Royal Enfield

showroom located at chunabhati.
It was a very informative session
between us and the Owner, He
showed around the place and his
own collection of bike. It was
very rare thing that a salesman
instead of conducting the sales he was telling me about the history of Royal
Enfield and how the store started. He also gave me a small model of Royal
Enfield classic 350. It was a heart warming experience.

Jeet Goyal :-

Along with rahul I went to the

showroom of royal Enfield it was a
great experience where all the doubt
were solved by the experts and all the
models of bike were available at the

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shop with all the info of bike like on road price
and a free ride on wellsanitised bike.

Karan kumar :-

One of the best RE showroom in Bhopal. One

canget full satisfaction when it comes to get a
RE machine. Prashant Bhaiya and Dinesh
Bhaiya both are gems of this showroom. They
both are like big brother, totally supportive to
next level, to make your dream of getting RE
bike true. Other showrooms don't have such
vibes...Just visit this showroom if you want a
real RE experience... Highly recommended...

Saranjeet Singh :-

Purchased standard black, from

Choudhary Agency. They have
well trainned staff and specially
Dinesh Jadhav help me lots, He
know how to handle the customer
according to their need. I am very
much satisfied with the services.

All formalities were done in a very effective & efficient manner.

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 Thankyou

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