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  • India has four times as many motorbikes as cars
  • India has four times as many motorbikes as cars
    Abhijith Rao, Creative Commons (2011) ©
CASE STUDY

Royal Enfield: revving up a new generation of fans

Motorcycles have been the symbol of middle class mobility in India since its independence. There are more than four times the number of motorcycles than cars. How did Royal Enfield, the oldest motorcycle brand in the world, become relevant to a new generation of riders in India?