Frontlist | ‘Indian Icon’, a new book on the legendary Royal Enfield bikes

Frontlist | ‘Indian Icon’, a new book on the legendary Royal Enfield bikes
on Nov 26, 2020

Royal Enfield bikes represent more than just a legendary brand name, which has had its shares of ups and downs. In a new book titled Indian Icon — A Cult called Royal Enfield, author Amrit Raj maps the story of the brand, the company and the individuals who have made it what it is.

The book is also the story of the clash of Royal Enfield’s old guard with the new, leading to dramatic changes in the business. For the first time, the book bares the behind-the-scenes takeover dramas and the bare-knuckle battle to create a premium homegrown consumer brand for the global markets.

The book, published by Westland Books, is due to be released on 30 November on ‘SoftCover’, ThePrint’s e-venue to launch select non-fiction books. Author Amrit Raj was national editor with Mint, and led the newspaper’s national corporate bureau till April 2019. He wrote extensively on Indian corporates, family businesses, and other corporate matters. He is currently pursuing a senior role at a technology company. Extensively researched, the book takes the reader to the heart of the Royal Enfield story, which will prove to be a worthy addition to the shelves of business readers as well as Royal Enfield aficionados.