Home Brand Culture Royal Enfield gears up to make a fashion statement
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Royal Enfield gears up to make a fashion statement

Royal Enfield gears up to make a fashion statement
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The iconic motorcycle brand Royal Enfield has gone a step ahead by offering a wide range of
apparel and accessories which is thoroughly designed for the people who consider riding an
indulgence more than just a hobby.

Puneet Sood, Head – Apparel Business, Royal Enfield, says that the brand’s main priority is to
offer a relevant and accessible range of apparel and riding gear with a focus on safety,
comfort, and style. The idea behind developing the collection, he says, is to offer a variety
that is relevant for the riders irrespective of the terrain, weather conditions and destination.
In the recent past, the company launched Street Wind – city riding jacket with CE approved
armor which was priced around Rs 4500. Besides, the brand’s most technical and versatile
jacket, Khardungla is an all-weather jacket that is priced at Rs.14,000.
The brand has also built motorcycling relevance in its lifestyle range. For instance, its
lifestyle riding shoes come with ankle and toe protection and lifestyle jackets have provision
to accommodate armour in case the rider chooses.

Expanding reach
In a bid to ensure that the range of apparel and riding gear is easily accessible for all riders
and motorcycling enthusiasts, the company has taken a multichannel approach and is
available online as well as at retail stores across the county. The range is also available
across all Royal Enfield dealerships. The range is also available in select locations with its
retail partners – Central. The consumer may also buy it online at its own online channel or
through the partners including Amazon, Flipkart, and Myntra.

Way forward
Sood believes that the outlook for the business remains positive going forward and the
company would like to measure itself not just in terms of the revenue but also with the
relevance would be able to build for motorcycling enthusiasts. The company’s constant
effort is to offer a relevant and accessible portfolio with a focus on safety, comfort, and style.
“This enables us to act as a catalyst in a rider’s pursuit for motorcycling way of life,” he
mentions.

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