The document summarizes the history, organizational structure, challenges, current products, performance, and future plans of Royal Enfield. It traces Royal Enfield's origins in England in 1890 and introduction to India in 1949. In the last decade, Royal Enfield faced issues with declining sales, but appointed a new CEO in 2005 who redesigned engines and improved quality. Currently, Royal Enfield offers the Bullet, Classic, and Thunderbird models and saw over 100,000 bikes sold in 2012. Future plans include a new variant, expanding production capabilities, and developing 750cc engines.

1. ‘Made like a gun. .
Goes like a Bullet’

2. What are we going to see?
 History
 Organizational structure
 Problems faced in the last decade
 Products currently offered
 Current performance
 Future plans and comments

3. History
Beginning
The Enfield Cycle company
Redditch, Worcestershire
Brand name license – 1890
Birth of the bullet -1931
The Indian Connection
1949- Introduction into Indian market
1955- Indian army’s calling
Partnership with Madras motors
1971- Closeout in the UK
Eicher chapter
1991- Strategic alliance with Eicher
motors
1994- Merger into Eicher Group and
conversion into Royal Enfield from
Enfield India
1996- Immediate compliance to
stringent emission norms
Post millennium
2002- Launch of India’s first cruiser
2003- First Rider Mania in Goa
2005- Fifty glorious years in India
2010- Successful migration of entire
product line to UCE

4. Organizational structure
Board of directors

5. Problems faced in the last decade
 Keeping up with the times; Need for change
 Board at the threshold of either shutting down or selling off RE
 Sales down to 2000 units instead of 6000 units per month
 Issues due to maintenance, weight and kick start
 Support of Siddhartha Lal
 Appointment of R.L Srinivasan as the CEO in 2005, who had earlier
worked in both TVS Motors and Bajaj
 Design of a new engine and alteration in the gear position
 Shop floor process tuning to improve quality
 Gradual reduction in problems and warranty claims
 And now? – 100% capacity and waiting period of up to a year

6. Products offered currently
 Bullet 500

7. Products offered currently
 Classic 350 & 500

8. Products offered currently
 Thunderbird 350 &
500

9. Products offered currently
 Bullet Electra

10. Current performance
• Major milestone of producing and selling
1,00,000 bikes in the year 2012
• Strong Year-on-Year growth of 52% in
volume
• Total revenue of about 1050 crore rupees
with a healthy growth rate of 56.3%
• Overwhelming response for the launch of the
2 new models of Thunderbird
• Entry into the accessories business with a
range of well-crafted, meticulously detailed
and purpose-built riding apparel
• Expansion of sales, distribution and after
market network in India. Currently selling
through 249 outlets and exporting to 48
countries
• Commercialization of the second
manufacturing facility at Oragadum, Chennai
• ‘Bike of the year’ awards for the different
variants of Thunderbird

11. Future plans
 Launch of a new variant:
 Working on the 2nd phase of expansion at Oragadam
 Addition of a robotic painting system and powdering system
 Looking to upgrade to the segment of 750cc engines
 Plans to bring back the diesel variant
 Key risks
 Inability to ramp-up production to meet market demand
 Entry of new players in the premium segment, read Harley
 Need for a comprehensive risk management strategy
 Things point at a bright future indeed!

12. Thank you