Royal Enfield was facing declining sales and mounting losses by 2000, producing only 2,000 bikes per month against its 6,000 bike capacity. Siddhartha Lal and R.L. Ravichandran took over, aiming to increase market share without compromising the brand. They studied customer satisfaction issues and developed a new engine. Royal Enfield focused on leisure customers by introducing cruiser variants like the Thunderbird instead of lower-priced bikes. This strategy along with company-owned showrooms, promotional tours and factory visits helped production increase from 72,000 to 150,000 bikes annually to meet growing domestic and international demand. While new competition from Harley-Davidson may emerge, Royal Enfield's new Continental