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Get 'My Kinda' Royal Enfield as company enters customisation market

Get 'My Kinda' Royal Enfield as company enters customisation market
HIGHLIGHTS
• Royal Enfield ties up with 4 bike designers to give custom look to its motorcycles
• The company says its custom programme is 'fuelled by the community'
• Royal Enfield is currently focussing on the urban market, but is confident that customisation will make inroads deeper in India too

NEW DELHI: Customisation has always given motorcycle enthusiasts across the globe a way to showcase their creativity. 'My kinda bike' has been the guiding philosophy behind modifying a motorcycle. India, though, was slow to ride the bike customisation wave. But that is soon set to change with leading motorcycle manufacturer Royal Enfield tying up with designers and giving them a platform.
"Royal Enfield sees custom builders as key members of our community because they have invested their whole life with motorcycles," Samrat Som, Head, Royal Enfield's apparel & accessories business told TOI.in.
The company's store in Delhi's Khan Market hosts four customised bikes with customisation details and name of the company which has modified these beasts. From minor changes to altering the entire frame, chassis and engine of a Royal Enfield, the showroom is a biker's delight.

But hasn't Royal Enfield arrived late into the picture? "I don't think so. This is the right time for us to enter this field," said Som. "Even today, a lot of people are buying Royal Enfield to express something about themselves - whether it's a spirit of exploration, riding or one that makes them stand apart from the crowd."
The designers too shared their vision behind choosing Royal Enfield. "The simple design, engineering and manoeuvrability of Royal Enfield motorcycles creates an open canvas for us to play with, modify and beautify," said Naveen Nandal from TNT Motorcycles, one of the companies Royal Enfield has tied up with.
Big American biking brands like Harley-Davidson have now entered India and have been giving people various options to customise their bikes. So, what does Royal Enfield think about that? "I think there's a big difference us and other OEMs. The customisation there happens only from within a set. The beauty of our custom programme is that it's fuelled by the community," said Som.

Customising a bike takes a few months, depending on the changes you suggest to bike modifiers. And there is no package deal. You can ask just for the handle bars to be changed, or a custom seat cover to be installed. The price will be decided accordingly. "Suppose you have a bike which you use for long rides or even commuting daily, after some time you feel you want a fresh look. So, you can decide to customise your bike and you are good to go," said Som.

"A few years ago, people wanted motorcycles that were just visually appealing and have a striking stance on the road. With the evolving technology trend, 'Performance Driven Design' is taking shape wherein functional customisation of motorcycles is equally important as the aesthetic styling. Now people are keen on style with performance. Customers come to us with a layout in mind and the toughest part is to manage to meet their design expectations along with the providing them with a functional machine," said Reginald Hilt from Bull City Customs.

But there's a word of caution: Royal Enfield will withdraw the warranty from a new bike if its engine or frame are altered. So, you need to choose your customisation options carefully.

The accessories and apparel department of Royal Enfield, which also handles customisation, is fairly new but has created a lot of things and exciting range of products to entice bikers. From riding jackets, to gloves, to boots and t-shirts, the company has everything on display. And all these things are created keeping in mind the Indian weather and riding conditions.

Royal Enfield is currently focussing on youth and the urban market, but is confident that customisation will make inroads deeper in India too.

"Motorcycle customisation is still a very small market in India due to lack of awareness and inhibitions of the larger audience. The market penetration is limited to hardcore motorcyclists and passionate road trippers who ride on daily basis. However, the market is expected to grow given the trend of personalisation and free expression is catching on," said Shail Seth from Bombay Custom Works.

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