Siddhartha lal – The man behind the success of Royal Enfield. In 2000, he was 26 year old young energetic man, took over this business by sold out 13 small business including the tractor venture to TAFE tractors. Initially the firm lived by Indian army large procurement and some old customers. Caferacer everything will kill you so choose something fun poster. After sidharth overtook it rules the market. For marketing he created the fad among youngsters by touring with their REs. He himself initiated and funded these events which bangs the market. It makes the sales boom as well as the old customers got the standard, same as the old machine. The design and quality of the bikes makes it unique from others, he given importance to the design and development function.