On June 25, 2002 India's Federation of Motor Vehicles estimates 37 million motorcycles/mopeds are registered countrywide, making it home to the largest number of motorized two wheelers in the world.
Realizing this ever-growing body of potential buyers, Royal Enfield decides to market their bikes aiming for the young and hip, playing the Retro card.
As the only genuine touring motorcycle that is manufactured in India, Royal Enfield has more recently stayed away from regular mass media advertising and has concentrated more on building its brand around the values that the brand stands for - riding and eating up the miles. It has positioned itself as a cult brand.
Royal Enfield has been promoting motorcycling as a lifestyle and encourages Enfield riders/owners to keep riding and riding and riding. The company also began organizing annual events and rides to further strengthen the cult status, such as the Himalayan Odyssey, the tour of the Rann of Kutch, the tour of NH 17 (Mumbai to Goa), the Tour of Rajasthan, the tour of the North East and the Southern Odyssey.
