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  • Business Today

    Bullet Raja

    Dec 12, 2019 4 minutes
    By SUMANT BANERJI
    The challenges were clear. We needed to fix the product (Royal Enfield), make it more reliable, bring in new technology.

    As far as taking bold decisions as a strategic ploy for businesses go, Siddhartha Lal’s call to divest 13 group businesses, including the profitable tractors unit, to revive a struggling Royal Enfield almost 15 years ago, was as inspirational as they come.

    The overhaul at Enfield, by streamlining costs, bringing in new technology, making the bikes more reliable and user-friendly and overhauling the dealer, service and supply network has been a stupendous success. Today, the company sells in a month more than double what it sold in an entire year in 2005. Having produced over 800,000 motorcycles in 2018/19,

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