Siddharth Lal

Born: October 1973

Education: St. Stephen College, Cranfield University,
University of Leeds
Parent: Vikram Lal (Founder of Eicher Motors)
Known for turnaround and revival of Royal Enfield
History of Royal Enfield-
 In 1892, Eadie Manufacturing Company Limited was started by Albert Eadie and
Robert Walker Smith in England. Initially the company used to manufacture the
different parts of guns for Royal Small Arms Factory but it later expanded into
manufacturing automobiles.
 Unfortunately after few years the company suffered losses and they sold their entire
business and focused on building motorcycles and assumed the name Royal Enfield.
 The bikes were used as military motorcycles in both WWI and WWII.
 It entered the Indian market in 1949 and gained immense popularity and used by army
and police personnel for patrolling.
 In England the company suffer huge losses and closed their operation but in India they
were still manufacturing motorcycles. But, even this company in India started making
losses and was later merged with Eicher motors.
Tough decisions-

 When Eicher Motors bought Royal Enfield, Royal Enfield was in a very bad position.
 Siddhartha Lal took a very bold decision to sell out 13 businesses out of the 15 businesses.
 So, Eicher Motors fully concentrated on its two remaining businesses, which include truck and
bike businesses. The company setup a joint venture with Volvo to manufacture trucks & buses.
Saving Royal Enfield and Improving weaknesses-

 So, Siddhartha Lal decided to better their bikes by improving their performance without compromising on
their vintage looks.
 And also the engine was improved significantly.
 In addition to maintaining quality, Siddhartha Lal also strived to improve the customer experience by
updating the company’s brand outlets  
 Many motorcycle models like Continental GT, Thunderbird, Bullet Electra, etc. were launched.
Effective marketing-

 So, Royal Enfield began to sponsor many off-road rallies, adventurous rides and many events,
like Himalayan Odyssey, Rider Mania in Goa, etc.
 Royal Enfield set up classic retail outlets at many parts of the country to enhance their customers
biking experience.
Attaining success-

 The Royal Enfield is aiming to become a world leader in the mid-size bike segment (250cc-750cc).

 Now, in India Royal Enfield has over 90 per cent share in the mid-size bike segment.

 In 2014, Royal Enfield accounted for over 80 per cent profits of the Eicher motors.

 Now, Royal Enfield sells over 50,000 per month.

 In 2015, the sales of Royal Enfield motorcycles surpassed that of Harley Davidson globally.

 Currently, the bikes of Royal Enfield are sold in over 50 countries, some of which include
the USA, South Africa, France, Russia, Japan, Australia, etc.