HISTORY OF THE COMPANY

Mid 19th century England The firm of George Townsend & Co. opened its doors in the tiny
village of Hunt End, near the Worcestershire town of Redditch. The firm was specialized in sewing
needles and machine parts. In the first flush of enterprise, flitting from one opportunity to another, they
chanced upon the pedal-cycle trade. Little did they know then that it was the beginning of the making of
a legend. Soon, George Townsend & Co. was manufacturing its own brand of bicycles. And in 1893 its
products began to sport the name 'Enfield' under the entity Enfield Manufacturing Company limited
with the trademark 'Made like a Gun'. The marquee was born.

INDUSTRY Motorcycles, Lawnmowers

SUCCESSOR Royal Enfield Motors (formerly Enfield of India)
FOUNDED 1893, as Enfield Manufacturing Co. Ltd.
DEFUNCT 1971
HEADQUARTERS Redditch, Worcestershire, England
KEY PEOPLE Founders Albert Eadie and Robert Walker Smith
PRODUCTS Royal Enfield Clipper, Crusader, Bullet, Interceptor.

PROFILE OF THE ORGANIZATION

Royal Enfield is the makers of the famous Bullet brand in India. Established in 1955, Royal
Enfield (India) is among the oldest bike companies. It stems from the British manufacturer, Royal
Enfield at Redditch. Royal Enfield has its headquarters at Chennai in India. Bullet bikes are famous for
their power, stability and rugged looks. It started in India for the Indian Army 350cc bikes were
imported in kits from the UK and assembled in Chennai. After a few years, on the insistence of Pandit
Jawaharlal Nehru, the company started producing the bikes in India and added the 500cc Bullet to its
line. Within no time, Bullet became popular in India.

Bullet became known for sheer power, matchless stability, and rugged looks. It looked tailor-
made for Indian roads. Motorcyclists in the country dreamt to drive it. It was particularly a favorite of
the Army and Police personnel. In 1990, Royal Enfield ventured into collaboration with the Eicher Group,
a leading automotive group in India, in 1990, and merged with it in 1994. Apart from bikes, Eicher Group
is involved in the production and sales of Tractors, Commercial Vehicles, and Automotive Gears. Royal
Enfield made continuously incorporating new technology and systems in its bikes. In 1996, when the
Government of India imposed stringent norms for emission, Royal Enfield was the first motorcycle
manufacturer to comply. It was among the few companies in India to obtain the WVTA (Whole Vehicle
Type Approval) for meeting the European Community norms. Today, Royal Enfield is considered the
oldest motorcycle model in the world still in production and Bullet is the longest production run model.
2010 AWARDS

The New Year saw the dawn of India's most prominent automotive show, the Auto Expo 2010.
Held between January 5th and 11th at the Pragati M aidan in New Delhi, the event saw more than 400
global brands showcasing new technology, products and show-off concepts.

Royal Enfield was also a part of the event, displaying the recently launched Royal Enfield Classic
500 EFI and the Royal Enfield Classic 350. The main stays of the Royal Enfield display were the soon to be
launched variants of the Classic - the Royal Enfield Classic Chrome and the Royal Enfield Classic Battle
Green.
The Expo turned out to be a rather rewarding experience for Royal Enfield with the Royal Enfield
Classic and the Marketing team picking up as many as five awards.

Awards 2010:
Apollo Auto India Awards 2010: Best Brand
Zigwheels.com Viewers Choice Bike of the Year 2009
Zigwheels.com Bike of the Year above 251cc
NDTV Profit Car & Bike Awards 2010: Motorcycle of the Year above 250 cc.
NDTV Profit Car & Bike awards 2010: Best PR Communications Team.

THE BEGINNING (1851 - 1890)

Hunt End, England was a village of several small mills manufacturing needles and fish-hooks. It
was here in 1851 that George Townsend put up his needle -making mill, which he named Givry Works.
But it wasn't until his passing away that his son, George Jr. and his half-brother brought into Givry Works
one of the first *boneshakers' -a crude cycle. It had a backbone of iron, with wooden wheels, iron tires
and pedals of triangular pieces of wood! Though the bike was a source of some amusement, George and
his team felt they could easily improve on it. The earliest modern safety bicycle with two wheels of
equal size had appeared in about 1880. All manufacturers were trying their hand at this new venture. So
was George Townsend Jr. By luck, he chanced upon an invention in his neighborhood - a saddle that only
used one length of wire in the two springs and in the framework. This was adopted, patented and
marketed as the 'Townsend Cyclists Saddle & Spring'. He had entered the bicycle parts trade!

From bicycle parts, Townsend slowly moved on to producing bicycles himself. He was also
supplying a wide range of parts to other manufacturers - Givry Works was growing rapidly. Over the next
three years he developed his own range of over two-dozen machines. Each machine, known locally as
the 'Townsend cycle' was reputed for its sturdy frame, a character that all Enfield bikes would follow.
THE COMING INTO BEING (1891 - 1900)

1891 A Little Trouble-Townsend got himself into a bit of financial trouble in about 1890 and
called in some financiers from Birmingham. Unfortunately, they didn't quite see eye to eye. So
Townsend parted ways with the financiers leaving the company to them.

The financiers then brought in Albert Eadie and R.W. Smith. They took control of Townsend's in
November 1891. The following year the firm was re-christened 'The Eadie Manufacturing Company
Limited'. Soon after, Albert Eadie got a lucrative contract to supply precision rifle parts to the Royal
Small Arms Factory in Enfield, Middlesex.

In 1892 Kick Starting Royal Enfield-A new company was created to market these new design
bicycles called 'The Enfield Manufacturing Company Limited'. By October 1892, the Enfield bikes were
announced to the public. The following year the word Royal (after the Royal Small Arms Company) was
added and thus Royal Enfield began. Then in 1893 the Royal Enfield trademark 'Made like a Gun'
appeared. Britain was caught up in a patriotic fervor and the slogan caught the spirit of the time. In 1899
the first mechanical vehicle was advertised by Enfield Cycle Company. It was available in both tricycle
and quadric cycle form, powered by a De Dion 1.5 hp engine. The high wheels, solid tires, block chains
and heavy cross frames had by then given way to Diamond frames, the Hyde Freewheel, Enfield 2 speed
hub and the well known Eadie Coaster. Then came the 'Riche Model' with more refined fittings. By 1907,
the cycle industry was still headquartered at Redditch, producing run-of-the-mill conventional cycles.

In 1897, R. W. Smith built himself a quadric cycle - a simple bike with four wheels and a French engine
placed under the saddle between the rear wheels. During the next two years several developments
were made. About then, an Enfield quadric cycle completed the 1,000-miles road trial of 1900 organized
by the Automobile Club of Great Britain and Ireland. The Enfield vehicle was awarded the silver medal,
although it had its share of troubles and breakdowns.

MOTORCYCLES (1900 -1910)

1904-Four Wheelers and Three Buoyed by success, Smith and Eadie decided to extend the range
of quadric cycles and tricycles to include motorcars. The first Royal Enfield cars were built in 1901 and
were on the road in 1902. It was an 8hp, using a DE Dion engine. The body was made in Leicester and
painted yellow hence car was known as 'The Yellow Car'. But this was just a temporary phase, a wild
romance that was soon to die.

1909-MOTORCYCLE CRAZE
It would be interesting to note here that motorcycling was thought to be a temporary
enthusiasm that would soon fade out! A brief spin on a motorbike then took several hours of
preparations - tuning the tiny water-cooled engine, getting the tires pumped, the gears oiled and a
supply of spare parts packed. In 1909, Royal Enfield took the biking world by surprise. At the motorcycle
show that year, they displayed a small 2 1/4 hp V twin-engine machine built in the Swiss tradition, which
ran very well. A slightly larger model was developed in 1911. A 2 3/4 hp, with all chain drive
incorporating the well-known Enfield two-speed gear. This model stood up until 1914.

THE ROYAL ENFIELD BIKES (1911 -1920) 1911-ENFIELD AND THE WAR

The First World War began in 1914. Royal Enfield was called on to supply motorcycles to the
British War Department and even awarded a contract to build bikes for the Imperial Russian
Government during the same period. The machine gun combination and the 6h p stretcher-carrying
outfit were some of the models produced for the war purpose. Enfield started using its own engines - a
225cc two-stroke single and a 425cc V-twin about this time. Postwar, it produced a larger 976cc twin
and continued to produce the two-speed 225L until 1929. In 1917, the officers of the Women's Police
Force were issued with a 2 1/4RE 2 stroke. Interestingly, the models of this period featured 600cc, inlet-
over-exhaust, closed valve gear, hand-operated oil pump, two-speed countershaft gearbox and chain
final drive. In the 1913-1914 Enfield V-Twin the lubricating oil was contained in a glass tank attached to
the frame tube that ran from the seat to the rear of the engine. This worked perfectly and had the
added advantage of providing an instant visual check of oil levels. The 1915 make 675cc in-line 3-
cylinder 2-stroke prototype was the worlds' first with this configuration and engine type.

THE INTERWAR YEARS (1921 - 1930)

1924 The First Four-stroke-The interwar year was a period when the sidecar reached its zenith.
In July 1925, the Royal Enfield V-Twin-engine Dairyman's Outfit took part in the ACU Six Days' Trial for
Commercial Sidecars and obtained a Special Certificate of Merit for completing an arduous course
without loss of marks. The year 1924 saw the launch of the first Enfield four-stroke 350cc single using a
JAP engine.
1928-THE DEPRESSION

In 1928, Royal Enfield adopted saddle tanks and center-spring girder front forks - one of the first
companies to do so. The bikes now with a modern appearance and comprehensive range meant
continuous sales even during the dark days of depression in Great Britain towards the end of 1930. In
1927 Royal Enfield produced a 488cc with a four-speed gearbox, a new 225cc side-valve bike in 1928,
and a four-stroke single in 1931. Several machines were produced in the next decade, from a tiny two -
stroke 146cc Cycar to an 1140cc V-twin in 1937. Can you even imagine that Royal Enfield's range for
1930 consisted of 13 models!

ESTABLISHING BULLET (1931 -1940)

1933 The Bullet Arrives-In 1931 a four-valve, single-cylinder was introduced, and christened
'Bullet' in 1932. It had an inclined engine and an exposed valve gear. It was then that the first use was
made of the now famous Bullet name. Longer stroke, four-valve head exposed valves and heavily finned
crank case were the features that ran from 1932 until the end of 1934. 1940 The Second World War-The
most well known offering for the Second World War was no doubt the 'Flying Flea'. Also known as the
'Airborne', this lightweight 125cc bike was capable of being dropped by parachute with airborne
troupes. The Flea was fitted into a steel tubular cage called the 'Bird Cage', which had a parachute
attached to it. The cage aided in packing turning handlebars easily.

POST WAR BULLETS (1941 -1950)

1948 Bigger and Better-The 1939 Bullet 350 kick- started the post-war models. They used two
rocker boxes for the first time. This enabled better gas flow and consequently higher volumetric
efficiency. Royal Enfield's own designed and manufactured telescopic front fork placed the Redditch
marquee at the very forefront of motorcycle design. The biggest advancement introduced by the new
Bullet was its swinging arm rear suspension system and hydraulic damper units themselves. In 1947
Enfield made a J2 - the first model with a telescopic front end, followed in 1948 by a 500cc twin
(Enfield's 25bhp answer to the Triumph Speed Twin), which stayed in production until 1958.

1949 THE INDIAN DEBUT

In 1949, the 350cc Bullet was launched in India, when Madras Motors won an order from the Indian
Army for the supply of motorcycles. It was the beginning of the reign of the Bullet in the subcontinent.
The Madras Motor Company started off by receiving the Bullet in kits and simply assembling them. Then
they began making the frames after this Enfield started sending the engine in parts to be assembled in
India. Eventually they were also manufacturing the engines, which meant that they were making the
complete bike. For the next thirty years, the design of their bike remained unchanged! In 1950, several
models were introduced: the 650cc Meteor twin; a 250cc Clipper; a short stroke 250cc Crusader; 250cc
Trials; Super 5; Continental; 500 Sports Twin; Super Meteor; Constellation and the Interceptor.

A TALE OF TWO CITIES (1951 -1960)

1951-In the UK...Never before in British automobile history had so much been done in a single
decade, not just by Royal Enfield, but the every other marquee of the time. All new engines, all new
configurations, new paint schemes, new capacity classes... the motorcyclist had never had such a wide
choice ever before. The 1950s saw the market open up both ways, downwards for smaller capacity, light
and maneuverable machines, and upwards for larger capacity, high powered and reliable motorcycles.
The Royal Enfield showrooms in the UK saw everything from 125cc two strokes to the mighty700cc
Meteor. 1955-Meanwhile in Madras...The Indian Army, the sole reason why the Bullet was brought to
India in the first place, insisted that they would continue doing business with Madras Motors only if the
Bullet was produced indigenously. The Enfield India Bullet of the late fifties was quite a different
motorcycle from the one we are used to today using the famed Lucas Magdyno ignition system, the
1955.
Bullet was almost a clone of the 52 Redditch Bullets. The frame, electric tin ware and rolling
chassis, however, were to undergo many changes over the next ten years, with the Bullet slowly
evolving into the familiar form we know and love today.
A TALE OF TWO CITIES. NO... THREE! (1961 -1970)

1961-Back in the UK...In 1960, the badge arrangement with Indian (Of America) had ended, so
Enfield was no longer sold under the Indian marquee (Royal Enfield rival, British AMC company, acquired
the Indian Sales Corp. in 1959). However, in 1961, Eddie Mulder won the Big Bear Enduro on an Enfield,
which gave the company a new foothold in the U.S. under its own name and started a new marketing of
the product. Models available in the U.S. that year included a 700cc twin and six street scramblers,
ranging from the 250cc Hornet to the 500cc Fury (essentially the single-cylinder Bullet) to the 700cc
Interceptor. Elliot Shulz also dominated the half-mile dirt track in Los Angeles on an Enfield that year.
Enfield won 31 out of 39 races in 1961 and had several spectacular victories in 1964.Royal Enfield had
arrived on The Continent! But things at Redditch had hit a bad patch. 1963-But back home in
Madras...By 1970

Enfield India was a company established in its own right, and with a production line going full
steam, the need for collaboration with Enfield of the UK and Villiers of the UK was no longer seen. But
the Bullet flew true and strong. A number of changes had already been made to the tin ware on the
Bullet. Mudguard design took on different forms, taking into account the wet, slushy and messy road
conditions during the Indian monsoon. The Magdyno also gave way to the alternator 'Delco' ignition
system. And front and rear hubs were designed to provide more efficient cooling for Indian conditions,
and thus improve braking performance.

ALL THAT ENFIELD'S ISN'T A BULLET (1971 -1980)

In 1973 with the success of mini bullet Sherpa, Enfield India launched the 173cc Villiers-
powered Crusader in India in 1973. A totally indigenous effort, this small motorcycle 1973 The Mini
Bullet-With the success of the used many Bullet chassis parts, including fork legs and mudguards, and
instantly found a market among the many that wanted a Bullet, but were diffident about handling it's
weight and size. The Mini Bullet too was introduced this year. This motorcycle was a 200 cc two stroke
sporting 'contemporary' design. Enfield India attempted to reach out to the young market, providing
them with a zippy, reliable and economical two -stroke.

TOUGH TIMES AHEAD (1981 -1990)

1983 Here comes the Lightweights-Like the adage that goes, "when the going got tough, that's
when the tough get going". Enfield India got squarely into the fray with a slew of lightweight machines.
The 50cc Silver Plus step-through and Explorer motorcycle are launched. Powered by the Zundapp -
engineered 50cc, 6.5hp two stroke motors, these bikes redefined the entry-level segment. The Silver
Plus, initially a two-speed and then later a three speed, found a ready market not only among the young
office going male, but among an increasing number of women who found the step-through design
convenient the Explorer, with its contemporary bikini fairing and 'fastback' tailpiece. Both bikes sported
alloy wheels, a first in India. Close on the heels of the little wonders came the Fury 175. Powered by a
175 Zundapp two-stroke engine with a five-speed gearbox, this refreshingly quick motorcycle came
fitted with a hydraulic disc brake again a first in the country. And a bike, many feel, much too early in
INDIA

1984 Brand New Vintages-The 80s also saw the Bullet in many different avatars. The Deluxe
models appeared, in resplendent chrome and metallic colors, and 12 volt electrical were offered as an
option, to aid in brighter lighting and easier starting. It was also the year when Enfield India grew
confident enough about their flagship product to begin sending 'coals back to Newcastle'. Owing to their
status as *brand new vintages', Enfield Bullets found a strong niche market in the UK and Europe,
among people looking to come back to motorcycling

ENFIELD BECOMES ROYAL ENFIELD (1991 - 2000)

1990 Heavy Fuel-The 1990's saw many revolutionary models from the company. The Taurus
Diesel was the first production Diesel motorcycle in the world. 1993 Bullet 500-The Bullet 500 was
launched in June this year. It went on to become the most coveted model. 1994 Eicher acquires Enfield-
In March the ailing company got a new lease of life when Eicher group acquired Enfield India Company.
So the company changed the name to royal Enfield.

ROYAL ENFIELD (2001 - 2010)

2001-The Dare Devils, the motorcycle display team of the Corps of Signals, Jabalpur forms a
Human Pyramid of 201 men on 1 0 Enfield 350cc bikes and rides a distance of more than 200 meters.
2002- India's first Cruiser - The 'THUNDERBIRD'- is launched.BBC Wheels awards it 'The Best Cruiser
2002' title. The Bullet Machismo enters commercial production. Dan Holmes and Johnny Szoldrak won
the National Road Race Championship (60's Class) on a Bullet. In 2003 the first 'RIDER MANIA' gets
together is held in Goa. REDS are formed in Pune. The Bullet enters the Automotive 'Hall of Pride' at the
ICICI Overdrive awards. 1000 Riders descend on Redditch for the Royal Enfield Owners Club 25th
Anniversary. Royal Enfield is one of the top ten 125 -500 cc brands in UK. 2004-The 2004 Bullet Electra is
launched. The retro styled Bullet Machismo is rated 'No.1Cruiser' in TNS Auto car survey. The Bullet
Electra International with a lean-burn engine is launched in the UK. 34 men ride simultaneously on a
Bullet, setting a new world record.

In 2005 Royal Enfield India Celebrates 50 glorious years of motorcycling and unveil ls a blueprint
for the future. The 2005 Bullet Electra features a revolutionary 5 -Speed left side gear shift that makes
the marquee more accessible to motorcyclists. The Legend rides on... 2006.

Royal Enfield develops a fully integrated Twin Spark, 5 -Speed engine that delivers a dramatic
increase in performance and efficiency. The new engine will power all domestic and International
models from 2007 onwards. In 2007 Royal Enfield launches the all new limited edition Machismo 500LB
with customized accessories. The legendary Bullet 350 needs no introduction. Now Bullet 350 is with all
new UCE engine. This classic machine has kept place with advances in engineering and ergonomics
without diluting its impeccable pedigree. A long wheel base and bigger tires provide increased stability
and road grip, making it ideal for long distance travel. Its aristocratic black & gold livery and thumping
engine beat remind passers-by that they are in the presence of automotive royalty.

The Thunderbird Twins Park will be the first model to feature Royal Enfield's revolutionary Unit
Construction Engine. All the well loved features of the Thunderbird have been retained and enhanced in
some cases. Also, the twin benefit of improved performance and engine efficiency makes this
motorcycle hard to beat in terms of pure riding pleasure and visual delight. The evolutionary mix of old
and new features in this motorcycle will surely delight its owners.

The smaller twin of the Classic 500, the Classic 350 will hold its own against any other
motorcycle and then pull some more. The Classic 350 shares its power plant with the Legendary
Thunderbird. The torque to flatten mountains and the fuel efficiency to cross entire ranges comes in the
same understated yet charming styling. This is a motorcycle that does not need to shout to be heard.
Born of a rich heritage and bred with Royal Elegance this 350cc thumper has all the qualities of a typical
Royal Enfield. Appreciated then, appreciated now... Why ride a lesser bike nothing more to be said.

The Classic 500 comes to India. Armed with a potent fuel injected 500cc engine and clothed in a
disarmingly appealing post war styling, this promises to be the most coveted Royal Enfield in history. For
those who want it all. The power, the fuel efficiency, the reliability and simple, yet drop dead gorgeous
classic styling. The classic turns heads not because it wants to but because it can't help it. You will
appreciate the beat not just for the music it creates but also for the muted feeling of strength and power
that it signifies. The view is simply better when you are astride a Royal Enfield Classic 500 - whether
moving or still nothing more to be said.

Carrying 48 persons on a single moving 500 cc Royal Enfield motorcycle 'Tornadoes', the
motorcycle display team of Army Service Corps today broke two world records by being the only team to
achieve a staggering distance of 1100 meters with 54 persons on a single bike. They broke the record of
Corps of Military Police who carried 48 persons on a single moving 500 C C motorcycle here recently.
The team while exhibiting extraordinary skill, courage, endurance and mental strength, entered the
annals of record books by performing is breathtaking feat on a 500 CC Royal Enfield motorcycle at the
Runway of Air Force Station Yelahanka in the presence of a large number of military and civil dignitaries.
The 'Tornadoes' was raised in 1982 after having given a stupendous display of daredevilry in the 1982
Asian Games. "Since then the men of the Tornadoes Team by their sheer grit, determination and spirit of
adventure have created a niche for themselves by rewriting various records," the release said. The team
at one point of time had achieved the distinction of holding seven world and national records of varying
degrees of complexity and fortitude, it said.