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What makes Royal Enfield so iconic?

It’s not just about the thumping sound or the vintage design—it’s also about the brand it has built over the years. From its army heritage to its association with Bollywood’s most rebellious characters, Royal Enfield has become more than just a motorcycle today.

But here’s the surprising part—it wasn’t always this successful. At one point, the company was on the verge of going bankrupt and shutting down. So how did it turn things around? And how did it manage to dominate 93% of the 250cc+ market in India?

In this video, I’ll break down the key moments, smart branding moves, and community-driven strategies that helped Royal Enfield carve out a space where no real competition exists. Make sure you watch till the end to see how it all came together!

A special thanks to Zerodha's Zero1 Network for enabling me to share these branding and marketing case studies with all of you. 🤝🏻

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Chapters:
00:00 - Intro
02:20 - Army Heritage Origins
03:28 - Siddhartha Lal's Turnaround
04:15 - The Bollywood Effect
05:54 - Evolution of Perception
06:28 - Perfect Brand Cycle
06:50 - Effects of India's Rising Disposable Income
07:47 - Royal Enfield's Community Experience
10:19 - Experiential Stores
11:47 - Outro

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