In the 1990s, Royal Enfield — then a faded British marque — underwent a quiet revival under Eicher Motors. That turnaround has become a template for India’s motorcycle industry now as companies such as TVS Motor Company and Bajaj Auto explore acquisitions or alliances with struggling European bike brands.
The logic is simple: leverage nostalgia and legacy brand value, then couple it with India’s manufacturing strength and growing demand for mid-size bikes. By doing so, Indian firms aim to revive once-popular European names that lost momentum — banking on a mix of brand heritage and cost advantages.
Analysts say this “Enfield effect” strategy makes sense as India’s motorcycle market seeks growth beyond entry-level scooters and small-capacity bikes. Buying or partnering with European brands gives Indian manufacturers an instant brand cachet and helps them expand globally.
For TVS and Bajaj, the challenge will be execution — preserving the European legacy and brand identity while integrating it into production, supply-chain, and global-market frameworks that are often very different from India’s. Success will depend on respecting the heritage of these brands, investing appropriately in product development and meeting international standards.
The move reflects a shift: Indian two-wheeler makers are no longer just chasing domestic volume; they’re targeting global premium niches, learning from what Royal Enfield achieved decades ago.
