Indian Icon: A Cult Called Royal Enfield (New as paperback) Paperback – 30 November 2022

Not being particularly brand conscious, I have always wondered what is about Royal Enfield that makes full grown men and some women go all misty-eyed when talking about their beloved Bullets and their Interceptors. I picked up Amrit Raj’s book Indian Icon, more with the intention of finding an answer to this mystery rather than any great fascination with bikes. But 25 pages into the book amidst stories of Thankamani and Paul Smith and Bullet Bose, I was properly hooked. By the end I got my answer about the pull of this brand but I also had the satisfaction of a weekend well spent. This is a racy read with enough in it for the connoisseur as well as for the amateur. It also brings to the forefront some of Indian business’s less known figures like Siddhartha Lal and the late Rudratej Singh. The best part though is the sheer ease of the narrative which makes it purr like a Royal Enfield engine!

Frankly I was a guy who always read biographies of US based entrepreneurs, as the book gives a good detail of how they used to solve problems. This is the first book of an indian biz man that I came across where you took through the journey of how the entrepreneurs actually solved the problem at the ground level.Specially the part where Cost control, focus on product, the way the brand story came up all added up very well. It was not just a review of events, but you went into details of how the decisions were taken and what backdrops.In general the startup system thinks about blowing money, increasing top line and not worrying about profits. But for every 1000 that try that only 1 succeeds and rest close. The focus on profitability, good execution, focus & focus on sustainable growth in the startup ecosystem in the country is missing. Stories like that of Sid encourage us to think in that direction, and know that biz can be built with a long term sustainable vision. This was the biggest take away for me. Would look forward to reading more from what you will write in the future!

As a biker who owns RE Thunderbird, I saw the ad of this book and bought it immediately. Finished reading it in short time. It makes a good overall reading but I still think it could have been lot more. Penning down some hits & misses from my perspective. Again the misses may seem long but its just a fan wanting more and should not take anything away from a great effort. And definitely recommend buying this book.HITS1. The book makes a good overall read and captures well the vision of Siddharth Lal & the story of Royal Enfield2. The book doesn't overly sugar coat RE story and calls out the decision, dilemmas and conflicts wellMissses1. The timelines moves a bit more back n forth and so it can be a little bit confusing. What could have helped the book was some timeline chart of key RE milestones2. As a Thunderbird 500 owner, I would have loved a chapter dedicated to its story. It covers bullet, classic and Himalayan only. That is a big negative for me.3. Some pictures on the various models along with storyline would have been welcome4. The all round challenge that RE is facing now from all the new models that are shrinking its mid segment uniqueness could have been more detailed. It is merely touched upon.5. The 2018 + journey and opportunity get's missed. I guess the book draft was possibly finished in Oct 2019 and hence this crisp mention in last chapter.6. If RE is about the spirit of adventure, then this book should have captured some of the adventures and RiderMania + other events in some more detail

It’s rare to find an Indian brand that has the potential to become a global cult brand. There are quite a few Indian B2B companies and corporate brands that are known around the world, but there are only a handful B2C Indian brands, that have either become or have the potential to become global icons. Amrit Raj brings alive the inherent potential in the Royal Enfield brand in being able to achieve this rare distinction. While this book provides great material for students of brand and marketing, who are looking for relatable Indian case studies, it is also a great read as it speaks directly to the Motorcyle enthusiast as well. I literally finished it over a weekend, reading late into the night. Almost like one would read a thriller. 😊Kudos to Amrit for his research and excellent story telling. Highly recommend.

Icon is a well detailed account of a startup journey within a large company.That it accounts for the iconic Royal Enfield’s stratospheric growth with all it’s warts and has some informative detailed interviews with all relevant insiders makes the read a joyful romp across India and the world where it was created.Absolute must read.

When I got to know about this book I knew I had to read it. The journey of a brand that dared to give Indian bike lovers an identity of their own is remarkable in itself, but the book weaves the story with such heartfelt emotions. The title is so apt and deserving of the brand. The author has done a great favour to the millennials and GenZ by writing this. It will help them understand how humble beginnings turn into an ICON. Someday I will own a Royal Enfield and will click a pic of the ICON with the ICONIC BOOK.

I found this book unputdownable. Literally finished it in one read. I have been a big Royal Enfield fan from childhood. Never realised that the company has gone through so many ups and downs over the last 100 years. This book captures the story of the brand, the people who have revived the company and its motorcycles so well. The author has beautifully narrated the romance of motorcycling as well as the drama that unfolds in corporates that otherwise does not come to light so easily.

The historical background on Royal Enfield was interesting, also the evolution of the company in India and its takeover by Eicher is well written. The turnaround is explained beautifully though the latter part of the brand going global has been a bit rushed. Overall a good read, finished in one day.