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Go vroom

Joseph Fernandez

When the history of Brands in India are written, one name is sure to be parked securely in a niche of its own: Royal Enfield. This chrome-and-black motorbike, instantly recognised by its staccato sound, is an institution on Indian roads. For close to hal f-a-century now, the Bullet has stood for reliability, ruggedness and the gritty Indian quality of sticking it out -- no matter what.

As the two-wheeler market revved up in the 1980s and 1990s, The Royal Enfield Company, under the aegis of the Eicher Group, has charted new territory, while building on its fanatically loyal customer-base. In the recent past, Royal Enfield's more trendy launches have included the Machismo, Citi and Campus ranges.

Reflecting these vistas is the company's Web site: www.royalenfield.com. The site in itself is a nifty piece of work. Right from the inception of the company to Royal Enfield's present collaborations with world's leading design gurus, the Web site is a o ne-stop information resource centre. The surreal icon on the home page present the feel of the Great Indian Outdoors and the Bullet. This thematic site has six key links -- the Ride, the Story, the Store, the Beat, the Bullet Club, and finally, the Conta ct.

For trivia buffs, the site also features sublinks that present the Bullet and its emerging modern avatars. Adventure-seeking Bullet-owners are lead into the Bullet Club which provides a list of biking activities that are being conducted.

It is all there -- the spirit and flavour of the Royal Enfield. Kick-start your interest in the eventful world of Indian biking, by cruising into www.royalenfield.com.