he numbers may be small, but it has one of the most loyal consumer bases a marketer could ask for. Now Royal Enfield India is wooing consumers with an unusual retail format.


The Rs 150-crore company, which sold around 30,000 machines last year, has started designing its showrooms on the basis of the consumer segment it is most likely to attract. Take the showroom opened recently in Chennai. This showroom is meant to draw the upwardly mobile young consumer who would buy a bike to cruise around the city or to travel out of the city for a short break over the weekend. The shop, therefore, is designed to resemble a stretch of road, so that the prospective buyer can actually have the on-road feel while testing it out within the shop premises. The company even plans to set up a cafeteria inside the showroom.
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