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



What are we going to see?

History

Organizational structure Problems faced in the last decade

Products currently offered

Current performance

Future plans and comments



History

Beginning

The Enfield Cycle company

Redditch, WorcestershireBrand name license – 1890

Birth of the bullet -1931

The Indian Con

1949- Introduction

1955- Indian army

Partnership with M

1971- Closeout in

Eicher chapter1991- Strategic alliance with Eichermotors1994- Merger into Eicher Group andconversion into Royal Enfield fromEnfield India1996- Immediate compliance tostringent emission norms

Post millennium2002- Launch of India

2003- First Rider Man

2005- Fifty glorious ye

2010- Successful migr

product line to UCE



Organizational structure

Board of directors



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 earlie

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



Products offered currently Bu



Products offered currently Cla



Products offered currently Thu

500



Products offered currently Bu



Current performance

• Major milestone of producing and s

1,00,000 bikes in the year 2012• Strong Year-on-Year growth of 52%

volume

• Total revenue of about 1050 crore r

with a healthy growth rate of 56.3%

• Overwhelming response for the lau

2 new models of Thunderbird

• Entry into the accessories business

range of well-crafted, meticulously

and purpose-built riding apparel

• Expansion of sales, distribution andmarket network in India. Currently s

through 249 outlets and exporting t

countries

• Commercialization of the second

manufacturing facility at Oragadum

• ‘Bike of the year’ awards for the difvariants of Thunderbird



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!



Thank you

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