ON FRIDAY, motorcycle company Royal Enfield launched an exclusive apparel brand store in Gurugram, Haryana. Only the second such store in India (the first one was launched in Pune some months ago), it stands out because it sells everything but motorcycles! We talked to Yadvinder Singh Guleria, chief commercial officer, Royal Enfield, who shared the rationale behind this new range of brand stores:
Why are there no motorcycles at a motorcycle company's store?
We are not just a motorcycle company, but have evolved into a 'motorcycling brand'âwe started our apparel business in 2014, and have seen that there are a lot of customers who don't ride our bikes, but love our clothing, shoes, jackets, goggles, gloves, etc.
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