Jan 2011 - Royal Enfield

oyal enfield in uk and usa gear check keep ridingjanuary 2011www.royalenfield.comRiderMania 2010War-Horse:TheFlyingFlea+ Handcrafted in Chennai+ Bulls of Shimogamarketing newsletter

kick startFrom the CEO's Desk!Dear FriendsIwish you all a prosperous, successful and fantastic ‘TRIP’ intothe new decade !The last time I wrote the editorial on “The Beat” was wayback in June 2006. That was after one year of my assuming theCEO’s role in August 2005, the year we celebrated 50 years of RoyalEnfield in India.I made 3 important commitments to you.1) To fix basic product hygiene and ‘must be quality’ - First2) To expand the product range to attract new segment ofcustomers3) To create a visible & vibrant brand identity for Royal Enfield andrespectable street presence.I am sure you will all agree that we have struggled hard to deliverand we finally passed the test, but not got a distinction yet. In ourAnnual Dealer Convention held in Dec. 2010, I could see the signsof success and pride in you. We have a fine mix of young and newentrepreneurs along with our mostexperienced dealers, with a clearvision, sharper focus and achievablesuggestions and well established bestpractices in meeting our customerexpectations.Now, what next?Royal Enfield has committed toa) Expand capacity by investing on anew state of the art manufacturingplant, to be operational in 2012.b) To launch two new bikes in 2012, toattract again the younger, performanceseekers & leisure cruisers.c) To raise the bar on ‘quality’ in parts,in gloss & sheen and definitely in‘perfecting the UCE’ to deliver ‘TopNotch’ reliability and performance.d) To expand reach in the domesticmarket in sales, after sales support,besides creating a ‘global foot print’ inunrepresented markets outside India.From our passionate and involveddealers & distributors I once againseek your commitment in1) Delivering 100% “faultless” bikespost PDI to our customers.• Predictive & Preventive “post salesservice competence”.• No “Vehicle off the Road”, onaccount of parts not available in yourdealership, even for a day.2) Adequate but well-maintained3 ‘S’ facilities in your dealerships,confirming to RE Brand standards.3) Your personal focus to delivermore than 95% by registering continuous improvement in allthe parameters affecting product and customer satisfactionmeasures.4) Last but not the least “keep riding” to become your “monthlymarketing activity”.The Royal Enfield Team under the leadership of Dr. Venki, as theCEO has more than committed to augment required support to themarketing & sales team, in all your initiatives to sustain the lead, youall have established in making Royal Enfield what it is today.“Success is the difference between where you started and where youfinished”.Thank you for all your patience & support to me as CEO in the last5 years which I cherish a lot.With best,— R.L. RavichandranExecutive Director – Eicher Motors Ltd.If you would like to contribute to The BEAT email us at schavan@royalenfield.com e d i t o r i a l t e a m Shaji Koshy, Sachin Chavan, Praveen P Sathaye2

upcoming ridesRoyal Enfield TourOf Rann Of KutchThere are many places one can in India to havea memorable motorcycle ride, but the Rann ofKutch provides something more. If a ride to theHimalayas is a more moving, spiritual experience,then riding in the Rann of Kutch with a groupof riders, traversing sparsely populated salt flatsis a real adventure. Among other things on this ride you shallrediscover the numerous constellations lost from the view andmemory of many in the urban smog; marvel at the wonders ofa 4000 year old Harappan civilization site at Dholavira; shootthe wild ass of the Rann, with your camera of course, and stay atserene countryside resorts. This ride will definitely be etched inyour memory for years to come.•The itinerary•MARCH 12 - 19, 2011, 8 daysAHMEDABAD • Zainabad • LITTLE RANN • DHOLAVIRA • GREATERRANN • Hodka • India Bridge • Little Rann • Ahmedabad3

4dealer NEWSAnnual DealerConferenceThe Annual DealerConference, 2010 washeld at Aamby Valleycity, Lonavala. Thisplace is about 122 kms fromMumbai city and is a completedelight to the eyes with itsscenic beauty resting in the lapsof Sahayadri Mountain range ofWestern Ghats.The invitees were given a‘Royal’ reception and wereguided straight to the venue.After the welcome note fromMr. Shaji Koshy, Divisional GMSales & Marketing, and thelightning of the inaugural lamp,the event started with Mr. R.LRavichandran, CEO giving abrief description of the agendaof the event. He explainedhow the company faced andsuccessfully managed, one ofthe biggest challenges in 2010,i.e. 100% transition to the newplatform of UCE engine. Thecelebration of this success wascarried out with enthusiasmand gusto by over 120 dealers atthe ADC. He marked that boththe customer and dealer baseis moving towards a youngergeneration.Dr. Venki Padmanaban,COO, started the round ofpresentations with his talkon delivery satisfaction. Hethrew some light on the futuregrowth plans of the companyand how the productiontarget of 70000 bikes in2011 could be achieved in thesame manufacturing plant inChennai. Mr. Ananth fromTeknik Motorcycles , Bangalore,explained how “service canpay for sales” and how justby ensuring proper systems,service revenues can supportentire dealership's expenses.Mr. Arun Ramadoss of HSRServices, Bangalore talked on“How to sell a long waitingperiod” and the importanceof employee satisfaction. Mr.Kaustubh Mishra of RoyalRiders Ahmedabad, elaboratedthe concept of ‘Keep Riding’which the company lives by.He explained how dealers canwork to attract more of theircustomers to participate inrides organized by them and theultimate gain to dealers fromthe same.Mr. R.L. Ravichandran, CEOgave the dealers a glimpse ofwhat the year 2011 holds withthe unveiling of the 2011 newmodel line up . Electra 350 UCEThe proposedElectra 500 EFI.Open House:Time for Q&A.'Forest Green', Electra 500 EFI'Riviera Red', Classic 500 DesertStorm, and the Bullet 500 weredisplayed and much appreciatedby the dealers.In sync with Mr. R LRavichandran explaining thepassion for the Royal Enfieldbrand by both customersand dealers, a short film wasscreened about a new dealer,Mr. Khurram Vohra of ClassicMotorcycles , Chennai, whostarted his dealership in 2010,about how his interest andpassion for the product and theMr R.L Ravichandran lightingthe ceremonial lampbrand right from his childhoodled him to become a part of theRoyal Enfield family.Mr. Sachin Chavan, from theProduct Management Group,one of the most experienced andrespected riders in the countrygave a glimpse in to the virtualworld of the Royal Enfield andasked the dealers to be activeon the online social networks.He presented the features ofthe new proposed Royal Enfieldwebsite and how it promises tobe more exciting and engagingnot only to customers but todealers as well.The proposed ClassicDesert Storm.Felicitating Kaustubh Misrathe Ahemdabad Dealer.Not just business talk butsome pleasure too.To show the dealers what goesinto manufacturing these bikesand what gives Royal Enfieldmotorcycles their essence, aspecial film titled “Handcraftedin Chennai” prepared by theadvertising agency W+K wasshown at the event. This filmreinforced the fact that RoyalEnfield motorcycles are stillmade by hand and this iswhat gives the bikes its unique‘handmade’ value in a city likeChennai which has kept itstradition and culture alive, justlike the brand of Royal Enfield.Mr. Siddartha Lal addressedthe gathering and shared thefuture vision of the companyand the Royal Enfield brandin global perspective. Heemphasized more on the globalbranding of the product andhis vision of how Royal Enfieldshould be pronounced togetheralong with ‘Riding’ in any partof the world. He also shared themajor initiatives the companyis investing in to enhance theproduction capacity.The other event on theagenda was the open housesession, Mr. Siddartha Lal, Dr.Venki Padmanaban, Mr. R.L.Ravichandran and Mr. ShajiKoshy answered the queriesand questions of the dealers onvarious issues.The event culminated byawarding the dealers foroutstanding performances.These awards were presentedfor top performers in Sales,Keep Riding, Service, andSpares on both regional andnational level. A standingovation was given to thebike enthusiast and dealerfriend Mr. Javeen who rodearound 5000km during hisepic ride which also includedparticipation in the HimalayanOdyssey 2010. After the formalpart of this event was over, thepeople then enjoyed the dinnerand took to dancing to the tunesplayed by DJ.

NEWSA RecordfeatThe Army Service Corps (ASC) TornadosTeam successfully mounted 54Persons on a single Royal Enfield500 Motorcycle on Sunday the 28thof Nov 2010. This record attemptsurpasses the earlier attempt of 48people on a single motorcycle whichincidentally was also set on a RoyalEnfield motorcycle by the Corps ofMilitary Police, Indian Army. Themotorcycle used for this attempt didnot have any modifications in theEngine for this feat.The Royal WizardThe smash hit movie Harry Potter and the DeathlyHallows is said to have given Royal Enfield andWatsonian Squire sidecars a significant popularity.In the film, Royal Enfield 500 fitted with a Watsoniansidecar is featured with Hagrid riding thebike and Harry Potter sitting in the sidecar whilstthey zip through London at night, dodging traffic.In true Harry Potter magic form, the bike flies, too.It is said that the film producers Warner Brothersbought about 9 bikes with the model finallyselected being a blue Manx sidecar. Royal Enfield iscurrently attempting to retrieve one of the ‘combos’to put on display. There has been a notable boostin Royal Enfield motorcycle sales as a result ofall the publicity. Royal Enfield (UK) /Watsonianspokesman Dan Sager agreed to this and said “Onthe final day of the Carole Nash Motorcycle Showin Birmingham a guy came onto the Royal Enfieldstand and bought a bike and sidecar then andthere as it looked just like one used in the film”.Warner Brothers had asked Royal Enfield to keepthis information under wraps till the rushes of themovie went public but the motorcycle has shot tofame after the release and the appearance in thisblockbuster. Dan further added “There have alsobeen a huge number of hits on our website, as wellas on sites like Facebook, as people are realisingthat you can actually buy them.”AustrianEaglesThe Austrian Eagles, a groupof Royal Enfield riders of theAustrian Embassy in New Delhirecently organised a charity ridefrom New Delhi to Neemrana.Service support was given byRoyal Enfield service team fromNew Delhi5

handcraftedA Work of ArtA Royal Enfield is a rare breed in an age of mass-produced, user-friendlypredictability. This is a mechanical motorcycle, handcrafted with love,engineered with purpose, and designed in a way that gives each machineits own unique character. This character is reinforced by Royal Enfield’scultural DNA - by where it was born, and by where it is now built.Its classic British pedigree shows in every line, while the gleaming newengine hints at the devotion that has enabled this legendary marque tothrive in the outskirts of Chennai. This film “handcrafted in Chennai” -which will be released on the web and on select media channels in thenew year - is a tribute to the wonderful people who build, sell, ride andmaintain these beloved machines, and is a heartfelt tribute to the citythat Royal Enfield calls home. Brainchild of the legendary media wizardBharat Sikka the movie was shot in Chennai capturing glimpses of thecity and its unique culture and inside the Royal Enfield factory laying emphasison the way artisans use their hands to give shape to this uniquecreation of art, the Royal Enfield motorcycle. Here are a few glimpsesof the making of the film, and some stills from the film. The film can beviewed on YouTube in the royalenfieldmedia channel or downloadedfrom the Royal Enfield Website.watch the movie: http://www.youtube.com/user/royalenfieldmedia6

company NEWSNew Office for PD TeamThe Royal Enfield Product Development team recently got a revamped newoffice premises at the Thiruvottiyur factory. This used to be their earlieroffice and it underwent extensive refurbishments and changes in the pastfew months. Extensive work was done to create a completely new look forthis office and the PD team finally shifted back here. This was inauguratedwith an auspicious puja and celebration. The office boasts of state of theart, ergonomically designed interiors and the entire team which sits here isquite delighted about the same.Pooja celebrations toinaugurate the new set upPanoramic view of the new floorNew Office Desksand FurnitureMeet our New Team MembersRavi KiranAKA Trooper“Soft Skills”Training ProgramA Training program was conducted at Delhi on “Soft Skills” for R2 & R3from 24th to 25th Nov 2010. A total number of 23 supervisors from R2 andR3 attended the program along with 6 Royal Enfield TSMs and RSMs.Ravi Kiran AKA ‘Trooper’ has beenriding motorcycles ever since hemanaged to stand in line at the RTOand get a learner’s license at theage of sixteen (for sub-50cc twowheelers). He has been riding RoyalEnfields from 2006 when the touringbug bit him and has been activeamong the many fan-clubs aroundthe country. He has owned twoThunderbirds in the past and is nowin the process of acquiring a UCE500. A true blue tourer, he has beenfor a couple of Rider Mania festsand has done a fair bit of touringall around the country. A mechanicalengineer by qualification, and aweekend garage monkey, he livesand breathes motorcycles. He wasearlier employed with an auto componentsmanufacturer. He has joinedthe PMG in the month of December2010 and will coordinate productplanning and new product launchesat Royal Enfield.Adarsh SaxenaAdarsh has been riding Royal Enfieldssince the day he turned 18. Hisriding stint started with an Electra4s gifted to him by his Dad, andeventually lead to him owning themighty powerful Machismo LB 500.A computer engineer from Mumbai,Adarsh has worked in the IT industryand then chose to pursue his passionby tinkering around with motorcyclesrather than hammer awayat keyboards. A physical fitnessfreak he has represented the IndianJunior basketball team in a couple oftournaments and besides being thecaptain of the Mumbai UniversityBasketball team for two straightyears. He has joined the PMG as asenior engineer and shall be activelyinvolved in company rides, communityevents and other activities.7

dealer newsRoyal Enfield's Newest FacilitiesNew dealerships were recently addedto the ever growing Royal Enfieldnetwork. Some more additions to theservice network were also in the formof new state of the art workshops atsome of our established dealers.1 Manmohan Auto Stores,Chandigarh2 N A Motors, Trichy3 Royal Engineers, Hyderabad4 Sri Velavan motors,Chennai5 AMPS Motors, Nellore6 Jaycee Motors, Amritsar1TOP 10DealersOCT '10 - DEC '10Dhone AutomobilesPuneH.S.R.ServicesBangaloreSoniya Motors Pvt. LimitedMumbai2 34Royal MotorsAmbalaManmohan Auto StoresChandigarhEss Aar MotorsNew Delhi5Free ServiceCHECK UPA free service check up camp wasorganised at Malik Automobiles,Sonipat on the 10th and 11th ofNov 2010. A total of 19 motorcycleswere serviced6Southern Motors,ChennaiTeknik MotorsBangaloreShahila Expositions Pvt.LtdGuwahatiLamba Enterprises Pvt.LtdNew Delhi8errata: Last month we wrongly carried news of the Free service conducted at Lamba Enterprices, it should read as Shree Mahadev Agency, Noida.The service training was done in Gurgaon in an NGO named I-Lead and not in Rothak as was mentioned. We apologize for this error.

keep ridingRiding to Rider Mania Goa 2010Story of my epic journey to The Royal Enfield Rider Mania 2010 and back!text and photographs by Nishit SaigalFor me, it all beganalmost a month anda half prior to the ‘bigride’ when my verydear friend for years and a fellowbiker mate and enthusiast, Varun,introduced me to the conceptof the event 'Royal EnfieldRider Mania' which happens inGoa. Even after an instant decisionin mutual agreement, Varunand I had a million thoughtsof what all we would like to dobefore and for the ride. Foremostcame getting our bikes in shapeand testing its limits within localsurroundings to be betterversed with what could possiblygo wrong or what shouldwe be wary about when ridingon a stretch as vast as 2600kms to and fro. And to no surprise,our menacing bikes, myThunderbird 2002 and Varun’sClassic 500 did a fabulous job ofthumping with pride all alongand taking all that came in itsstride with absolute ease. The16th of November 2010 dawnedand the ride that was to changeour persona as riders awaited us.Inspite of very little sleep due toexcitement of the big ride, yet,fresh and immaculately dressed,we assembled at the Royal Ridersdealership in Ahmedabadat 5:00 am. After a prolongedsession of ‘chai’, Pradeep Chaurasiya,our lead rider for the ridebriefed us on the do’s and don’tswhilst on our ride. I distinctlyremember 2 pointers that hesaid – 1.) This is not a race and2.) Do not try to copy anybody.Point taken and registered,the first set of instructions thatwould turn us from rowdies toriders, we were off for the ride ofour lives. Next stop, at Baroda,we had 6 more riders joining usand adding to our team of 5.The ride proceeded with ouraverage speed now being about80kmph. As the familiarityand understanding betweenthe riders and their bikes keptgrowing stronger and deeper,the average speed grew to awhopping 100kmph and thattoo in unison. The Thump hadbegun to Bind so to say. Beit on smooth or bumpy roads,we wouldn’t stop for anything.We must have attracted overa million eyeballs and weregreeted with a lot of excitementand cheers by the onlookers. TheBharuch dealership ensured wegot a hero’s welcome, completewith refreshments and snacksand by the time we crossedover Valsad and took our lasthalt within Gujarat, we wereone well coordinated unit of 13bikes eagerly awaiting the nextpatch of ride. Then togethercame nightfall and the leastenjoyable patch of the ride – wehad entered Mumbai to get toour abode for the night halt.As the next day dawned, 17thNov 2010, each member ofthe ride woke up with a vasthunger – the hunger to RIDEmore – everybody wanted morethat morning. Well, that’s whythey say “watch your words”. Wedid a lot of riding and I mean aLOT. After an endless wait tohave some more riders joiningin from Mumbai, we set off onthe journey of NH 17 – nextdestination – GOA……!!! Buthey, not so soon! That’s not whatdestiny had in store for us. I hada puncture in my rear wheeland was saved by a whisker as itoccurred seconds after a sharpturn that I had taken at about80kmph. The rear wheel fishtailedas it deflated and we spenta good hour getting it fixed asthe rescue van with the spareswas way behind our speedingdemons! Just as beautifulthe ride was in aspect of thelocales around, the roads wereequally challenging. Continuousstretches of bad patches ofroad again were slowing usdown….were getting us tired…were testing our patience andlimits…! Visibility got poorand the roads got worse. Wecrumbled as the excitementfaded away with daylight andnightfall saw us hunting for ahotel to lodge ourselves. Somewere bruised and some werebattered and as is obvious allwere deflated out of energy. Butthen after one of the many chaihalts, a miraculous turnaroundhappened as we just pushed theenvelope a little and reached thenight halt! Boots off, Gloves off,Bikes parked. Riding part over.Party begins. It definitely calledfor the soda to pop and minglewith the whiskey. “Eat, drinkand celebrate as tomorrow wereach our goal” was the mood ofthe night. We drank like fishes,we ate like hogs and we slept likebabies. 1 room – 16 people – partof the brotherhood…!!!At break of dawn on themorning of the 18th we got upstretching after a much neededslumber. Ready, charged,prepared, excited – Goa!! –here we come. By now, afterhaving covered over 650kms,the remaining 160 kms felt likestone’s throw distance away. Goahad amassed us and before werealized, we were all well withinit. The excitement grew evenfurther and after a quick lunchsession, we headed straightfor the venue hotel ‘Julie Jolly’near the Anjuna/Vagator beacharea via the murky gullies ofa siesta-sleepy Goa. Howeverthe venue was a total contrast.9

keep ridingBustling with energy andjostling between the woods wasthe ROYAL ENFIELD RIDERMANIA 2010 event setup thatwaited with a symbolic welcomeextended to us as we rodedownhill into the lap of banners,barricades and loud speakers19th Nov’10 – Day 1 @RM’10 – Goa: Rajat, anotherdear friend who came directlyfrom Pune that morningespecially for the 3 day RMevent, woke me up. At the venue,after picking up our red RiderMania T-shirts and tryingthem on to our best fit, a lot ofphotographing followed. Pics ofthe venue, the logos, the eventsand the T-shirts were taken infrenzy. As the events for the dayunfolded, we had registeredfor all 3 events for the day. Thefigure of 8, slow bike racing andTowing. Infact, we did prettygreat in the ‘figure of 8’. Ourrelay team had Nipun, Varun,Rakesh and Myself and by theend of the contest we missedbeing in the top 3 by a whisker.Hard luck but great fun! Somestupendous music from DJBlackjack kept us punching theair while we showed no signs ofstopping to gurgle those dreampricedpints.20th Nov’10 – Day 2 @RM’10 – Goa: With adrenalinerunning at its peak now, wejumpstarted the next morningwith a lot of plans, determinedto see all of them through. Thiswas to be the most eventfulday for us. The first event of theday at the RM venue was thevery mean Dirt Track racing.Each rider zooming in andtrying to outdo the other onthat unfriendly track was thescene. Some crashed, some spedand some persisted while theonlookers made a hullabaloooutside. The day was to goon, with event after event. Inthe evening we finally endedup at Club IVY at Baga andfrom there on, senses weresent packing away. With lovelydames around us and somesensational and timeless tracksfrom the Rap, Reggae andHouse genres, we set the flooron fire and danced till we’d dropfrom 2 a.m. to 6 a.m. Ah, what aparty….!!! Followed by a snack,it was time to crash and so wedid.21st Nov’10 – Day 3 @RM’10 – Goa: The biggestand most awaited ride was tohappen today. THE GROUPRIDE! To ride across Goa withall the participating fellowriders was a thrilling experience.About 200 Royal Enfields of allshapes, sizes and colours withabout 300 participant riders andpillions filled the Goan streetsas we made a single-file convoyacross town. The onlooker’seyeballs popped and sound budswent for a toss with the roar thatour bikes cumulatively made.Surely enough, we attracteda lot of attention, respect andsome envy! We felt like kingsand surely enough, our daywas made. We ventured out forsome shopping after the groupride as we had decided to keepday 3 aside for the same. Beads,T’s, shorts and bandanas…!We bought them all. We cameback to the venue to watch thescintillating rock-show at thevenue till it ended and havingthe last leg of those amazinglypriced beers, we bid adieu to thevenue that gave us the time ofour lives.The ride back home:Monday, the 22nd of Nov.saw us awake and ready (notreally) at 6:00 a.m. to headback homewards. Still veryprominently sleepy, the faceof each rider showed a tingeof resentment at leaving Goaat that hour. But, what’s to bedone is to be done. Refueledand loaded, we set off by 6:30a.m. Yet again, led by Pradeep,we chose a different route fromthe one that we had enduredon the way earlier. NH 17 – no,thank you! NH 4 – oh yeahbaby. After exiting Goa, thechange in route took us via thevery very picturesque AmboliGhats. We swayed at 80kmph,turning and speeding at everystraight patch. The NH 4 was astretch of several kilometers ofpaper smooth highway roads.It was a fast rider’s absolutedream coming true. A haltbefore we ventured out on thatheavenly patch gave us time toprepare for the speed and aimat the next stop only after thenext 120 kms. After a halt takenfor lunch and after getting mybike fixed, what we aimed atwas a perfectly comfortablenight halt at Lonavala. Theroads continued to be lovelyand occasional tunnels addedto the resonation of the thumpresounding and scaring awaythe other scavenging vehicles.We belittled them with ourrevs and poked fun at theirspeed with our 2 wheeled irondemons. It gave us the muchneeded boost to carry onwith beaten and tired bodiesbut with massaged egos. Wetook a break for the night atLonavla and at dinnertime ahealthy conversation about ourindividual professions wenton air and we spoke for 2 goodhours while we had our drinks,gave ourselves reasons to behungry and then at the end ofit went off to hog in the middleof the night. After a heart-fullplatter of various types of food,we called out ‘good night’ toeach other back at the hotel andcrashedTuesday 23rd Nov, we were upand dressed again at 6:00 am,after a short refreshment sessionof chai and all, we zipped off intoa rather eventful day, this time,on the road. As we rode intoMumbai the city was alreadybustling at 8 a.m. in the morningbut we managed to get out ofcity limits well within time andhit the highway to Gujarat. Ah…after 7 days, the highway tohome was just so clearly visibleat this juncture for the 1st time.Next stop was for breakfastwhere we gulped down somefood and some took a quicknap too. Off again in about 30minutes, we were confidentthat we’d make it home today,the farthest destination beingAhmedabad. Finally as eachof us had swept and managedto get to Baroda safely. That’swhere we ate, hugged and bidgood-bye and finally slept.HOme run: 24th Nov 2010,we woke up at leisure and Varunand I zipped to Ahmedabad,the last 110 kms in 1& ½ hours,fully refreshed to narrate theseendless tales of the ride of ourlives to eagerly curious friends.Each picture taken in the trip(almost everyone who hada camera has close to 350+pictures) has a story to tell. Thiscamaraderie won’t die awayso soon for sure. The madnessthat has bestowed us in this tripis beyond compare and is asprecious as the most expensivegems in world. I would like toheartily thank Royal Enfieldfor organizing such a grandevent like Rider Mania 2010 andmaking my first ever trip to Goaso very memorable.10

dealer profileAcross Generations –Serving Royal Enfield customersJaycee Motors Corporation - aunit of Jaycee Group havingan annual turnover of Rs 370crores has been an authorizeddealer of Royal Enfield motorcyclessince 1964 providing sales and aftersales services The journey for Jaycee startedin the year 1952 with a vision seen byMr. M.P. Aggarwal. They were appointedas Distributors of NBC Bearings for thestates of Punjab, Haryana, Himachal &J&K. Then in 1953 they were appointed asDistributors for Hind Cycles for thestates of Punjab & Haryana.As a part of the trading activitiesthey have also been dealing in fertilizerssince 1969 as distributors forChambal Fertilizers, Shriram Fertilizersand National Fertilizers. Thegroup today is also involved in variousmanufacturing activities havingfacilities at Amritsar, Faridabad &Bahadurgarh. They manufactureAuto Parts & Tractor Parts as O.E.suppliers to JCB, Escorts Construction,Mahindra & Mahindra, , InternationalTractors, and many moremanufacturers. They are also manufacturingDiesel Generators undera JV with Eicher Engines cateringto demand of telecom and industrialsectors etc.Their Royal Enfield business hasseen many ups and downs duringthe last 4 decades. Initially the businesses,was looked after by Mr M.P.Aggarwal along with his brothersand were appointed sub dealers ofMadras Motorcycle Co. Ltd. Puttingit in the words of Mr Aggarwal "Istill remember the price of the 1stBullet sold was Rs 4000/- approx and thedealer margin was Rs 100. At that timequotas were fixed for production and theorder booking was supposed to be donealmost 8 months in advance. The onlymodel available at that time was the Bullet350 after which a Mini Bullet, Fury, Mofawere launched in succession."Mr Suresh Aggarwal started looking afterthe Royal Enfield business in the earlynineties right after Punjab came out of thecrisis. At that time it was again like startingfrom scratch due to difficult situationsprevailing in the region. Not a single motorcyclehad been sold for a span of about10 years during the militancy problem. Ittook a lot of effort and time to restore thestatus of the bike since it had lost its fameduring that tenure. Within no time RoyalEnfield got popular with the rich farmersof the district and soon became the statussymbol among the rich in the city.The day to day activity of the RoyalEnfield business is being looked after byKanav Aggarwal now who is the 3rd generationinto this family business. He says,"I personally started looking after thisbusiness in the year 2005 but then wentoff to do my MBA from Cardiff, UK in theyear 2006 and came back in 2008 andrejoined the business. Personally to meRoyal Enfield has a lot of sentiments attachedto since it is the oldest business weare running as of date. Secondly the motorcycleitself is a legend in itself just forthe simple fact that it is probably amongstthe few motorcycles which has sustainedall changing scenarios in the world since1932 and this machine has been sellingwith almost the same technology sincethen."Kanav further adds "I myself love theperformance of the machine and the1st bike I ever rode in my life was themachismo 350cc owned by one ofmy friends. Even though I could onlytake it a short distance as I couldnot balance the monster machine Ipromised myself I would own onesomeday. I just have one ambitionset for myself with this dealershipi.e. to become the most customerfriendly dealership in terms of serviceand sales satisfaction. Thanks tothe team I have now I am optimisticthat we are progressing very fasttowards it."He concludes - "We have recentlymoved from our old showroom to anew one, which has roughly 3000 sqft of showroom area and 3000 sq ftof workshop area. Today we are in aposition to service 70 motorcycles aday easily. I'm not a hardcore bulletierbut yes I am still trying to convincemy family to let me own one formy pleasure riding. Just to fulfil thisdream we have started a small ridingclub in Amritsar where we just doshort trips of up to 100 km's to just tobreak out from our daily routine."11

RIDER MANIARoyal Enfield Rider Mania 2010t e x t by pr a v e e n p s a t h a y e ph o t o g r a p h s by pr a v e e n p s a t h a y e & c é c i l e ce l l e r i e rNov 2010, as the sunslowly descended overthe horizon, the quietsurroundings of Vagator18thHill Top was broken bythe steady and loud thump of a lone RoyalEnfield motorcycle. A Well kitted rider on amotorcycle sporting Kerala State registrationplates, he had travelled nearly a 1000kms that day just to make sure he reachedthe largest biker festival in time. A few questionsasked, pleasantries exchanged withthe Royal Enfield crew at the site and offhe was towards the nearby hotel to unpackand crash out for the day and prepare forthe celebrations that would formally kickoff the next day; the Royal Enfield Ridermania 2010.19th Nov 2010; the bright pleasantmorning saw scores of riders trickling infrom all over the country as they rode intothe venue and were guided to an exclusiveparking lot where they parked their shiny12contraptions of chrome and metal and afterregistrations walked into the event area.Complete strangers, exchanging just casualsmiles at the registrations counter sharedtheir individual ride stories as they walkedinto the venue and collected their RiderMania goodies, stickers for the helmet/bikeand a bright red tee shirt for the event. A lotof them immediately changed into this newt-shirt to show their solidarity while somestill proudly had their last year’s t shirts on.As the day proceeded, this parking lotbecame a notable collection of metal andchrome shining brightly in the brilliantsunlight. The riders walked inside andafter the casual look around started off bygorging the food and beer. Yes, what perhapscaught the attention of these riderswas the beer offer, quite refreshing for thesunny afternoon. Some of them also relaxedaround in the lounge area where motorcyclingmovies were screened for them andbooks and magazines on Royal Enfieldand general motorcycling were placed fortheir reading pleasure. Conversations gotinitiated as people saw more familiar facesfrom past events and also got acquaintedwith newer people from different places.One common factor bonding them – TheThump – and one common point of discussion– Their motorcycle and The Ride theyundertook to reach the place.The events started off late afternoon withthe popular `figure of 8’ being the first bikingskill event where a team of 4 had to do aclosed course in between the palm trees andcomplete a “figure of 8”. Being the first eventit was one big mobilizer of the crowd whoimmediately gathered around the eventsarea to witness the same. This event did attractquite a number of participants as all ofthem wanted to test their biking skills andalmost all of them swore by the capability oftheir bikes to undertake such a manoeuvre.Ashok Naidu, in his late 50’s from Pune hadflown in from Pune as he couldn’t get his

Grand entrance to the venueThe Trialsbike along said “I wanted to participate inthis event so i teamed up with some of myold friends and rode one of their bikes. Ourteam did a good run and we came in 3rd.I may not have my bike here but i am notgoing to miss out on the fun!” Indeed it wasthis spirit with which a lot of riders all overthe country (and world) rode into RiderMania 2010. A few minutes later the secondevent, the `Slow Race` took place where theriders had to ride over a short distance ina straight line and the guy to ride in lastwithout stalling or keeping the feet on theground was the winner.All this while the pace of the events wasmaintained by the crowd tapping away tosome peppy numbers by India`s No 1 RockDJ “BlackJack” and the air was alive withthe sounds of strumming guitars and vociferatingthumps of the Royal Enfield machines.Throughout the day the “CustomBikes” kept rolling in and were lined up fordisplay for the competition. As the sun wentSlow Race13

The MusicBeer guzzlingcompetitionWomen’s ArmwrestlingCustom Machines-Works of Artdown on the first day`s events the crowdgathered around the centre stage and weretreated to a mind-blowing performance bythe Bangalore based band “Thermal & aQuarter”, whose Lead singer Bruce, himselfa self confessed Bullet rider and fan since1996, kept the crowd dancing and screaminglate into the night. The day ended on agreat note as the bikers rode back from thevenue after getting to know what was instore for them at this event in the coming2 days.20th Nov 2010: the 2nd day of RoyalEnfield Rider Mania was much warmer interms of weather as well as the response ofthe crowd. A prominent club from Bangalorerode in bikes in a staggered formation,showing their excitement with a rhythmicset of honks and throttle blips announcingtheir arrival in style. They were greeted atthe venue entrance by old friends meetingafter a long time as well as curious onlookerswho wanted to know more about them.A customary group photograph was clickedunder the large Rider Mania banner hungon the main gate, and the riders walked into join in the celebrations.The proceedings of the day began withthe Dirt track races for the 350 cc and the500 cc Royal Enfield motorcycles. Thisoutdoor event took place on a specially constructedcircuit where a huge wigwam wasplaced and the DJ played some good musicto match with the sound of the revvingthumpers in the pits. The races started withthe roar of engines as the riders openedthrottles to negotiate the first uphill sectionof the course. The circuit was quitebumpy with grass on some curves makingit quite a challenge for the riders. Theevent had its share of spills and thrills. Thethumping roar of the engines kept the atmospherealive as Pravin Patil and BaljeetGill respectively walked away with the 1st16

RIDER MANIAThe Celebration Ride Lineupposition prize in the 350 cc and the 500 cccategories respectively as the crowd bravedthe heat and stood around the track cheeringfor their favourites. Baljeet Gill AKAChotu, as he is affectionately called was extremelyhappy with his victory “I am feelingsimply great, awesome” he said, his trustedmechanic Alex also joined in the celebrationamidst claps and cheers.The special guests of honour at the eventthis day were Dr Venki Padmanabhan,COO Royal Enfield and Mr Shaji Koshy,DGM Marketing Royal Enfield who cameall the way to Rider Mania to interact withthe fans and the fanatics of the `ThumpingMachines`. They had a great time interactingwith all the riders and their familiesas well as the media. A short break sawthe Custom bikes being judged by the jurypanel. The bikes were judged based on thetheme behind their customization, aestheticappeal and the prominent `sound`, ofthe legendary Thump. The second sessionoutdoors was the Trials where the motorcyclisthad to negotiate the marked courseand had to cross tyres, boulders, bales ofhay et al on their Royal Enfield Machines.This was perhaps one of the most challengingevents of all as only 9 of the 21 startersmanaged to finish.All through the day the crowd was kepton their toes and swaying to some goodchart busting music by DJ BlackJack andas evening descended on the venue Tranceand House music took over as DJ Ghaniset the whole venue ablaze with his bestof Contemporary/Trance Mixes. The Prizedistribution happened in the evening wheretrophies and gift vouchers were presentedto the winners of the events over the 2 daysof Rider Mania. This day being a weekendthe venue was definitely bustling with alarger crowd.21st Nov 2010: The Last day of RoyalEnfield Rider Mania started off rather easyon Sunday. The hot action packed racesand musical nights of earlier days had beenquite a thing for most of the Royal Enfieldriders present there. The day started offwith the Cleanest Bike competition andout came the polished metal and shinychrome. A Bullet from Goa immaculatelymaintained walked away with the trophy.After that was the ‘Assembly Wars’ competitionwhere teams of 4 had to removethe front wheel, rear wheel, throttle cableand clutch cable from the motorcycle,run across a short distance to get theminspected and then put them back on themotorcycle and ride it out. The team fromGoa with all their screaming, shouting andheaving managed to do it in a very shorttime and rode off with the trophy. A movie‘On Any Sunday’ played for the viewing ofthe motorcycling enthusiasts gathered atthe lounge as these competitions went on.Later in the afternoon the Beer GuzzlingBiker slogansHeart of the Mattercompetition and the Arm Wrestling competitionstarted, where even the womendid not step back and guzzled pints, flexedtheir muscles to fight for the trophies. JohnSmith who came in 3rd in the beer guzzlingcompetition took it all in Great Spirit. Hehails from the UK and with his wife Trudy,has been in India for quite some time anda familiar face at Royal Enfield events. “Itsfun to take part in these events, competingwith fellow riders with whom I sharethe bond of being a Royal Enfield Rider”,he said.In the afternoon, all the Royal Enfieldsrode out for the Celebration Ride, as ashow of solidarity, brotherhood, pride andspreading a message to the locals aboutsafe riding by donning helmets and maintainingstrict discipline on the road. It wasa sight to see hundreds of Royal Enfieldmachines ride one behind the other in asingle file thumping in unison and the awestruckbystanders admiring the machineswith dropped jaws or wide smiles. CécileCellerier, a photographer from France wasvisiting Rider Mania with her friends andfound the whole collection of motorcyclesan absolutely awesome sight. “I have alwaysbeen fascinated by the Bullet motorcycle asmany of my friends in Chennai have this. Irode down from Mumbai to Goa with myfriends to attend the Rider Mania and whatan experience it has been.”, she added witha pronounced French accent “I also rode abullet for the first time in my life and whatfun it was”In the evening the prize distribution ceremonyhappened where winners of the eventsof the day were handed over their trophiesand felicitated on stage. The Most popularcustom bike results were also announced andthe undisputed winner was the rather radicalbut awesome Royal Enfield 3 C conceptbike by Javeen Mathew from Kerala. Javeenwas ecstatic with his victory and came onstage, along with his wife, his patient partnerin this significant venture, to receive theaward. Later in the evening the rock band‘Tidal Waves’ performed some of the mostpopular rock numbers and set the evening onfire and the bikers took to head banging withrenewed enthusiasm. As the music went softby the late night, the bikers all bid goodbyesto each other promising to be back at RiderMania 2011 next year in November and celebratethe Thump that Binds.Someone had rightly said, at Royal EnfieldRider Mania you meet as strangers,ride as friends and bond as brothers.17

ider profileTejas Dutta and his Black ElectraMaster MarinerHailing from Delhi, TejasDutta a young 27 year oldMarine Engineer spendsalmost half of the year outat sea, on mighty ships.So whatever time he gets back on land hecherishes it in doing what he loves most.One of his core passions is riding out onhi Royal Enfield Electra. The motorcycledefinitely speaks volumes of the personalattention Tejas has given in doing it up. Yeshis motorcycle has been customised andlooks like one mean black monster. Besidesthe customary escapes further northfrom Delhi to beat the heat, Tejas undertookone of his longest rides this year,down to Goa. He rode off form Delhi toattend the Royal Enfield Rider Mania 2010and after riding down through Rajasthan,Gujrat and Mumbai eventually turnedtowards the NH 17 on his way to Goa.Relying completely on his instincts andhis trusted Black low slung Bullet (with anoticeable loud thump, due to the customexhaust pipe). Riding alone for most ofthis ride he teamed up with some ridersfrom Mumbai who were going to Goa forthe Royal Enfield Rider Mania and rodealong with them. Accompanying him on18Riding down to GoaTejas on Stage afterwinning the Armwrestling competitionthis ride is his DSLR which he uses liberallycapturing every significant moment ofthe ride, taking back countless memorieswith him after each ride. A fitness freak,he maintains a strict regime of pumpingiron when on board his ship and boastsbiceps to be envious of. Bagging firstplace in the Arm Wrestling competitionat the Rider Mania Tejas clearlydemonstrates that form follows functionand proudly flexed his musclesas he took the prize at the awardsfunction at the end. Soft-spoken butwith a sense of humour to match, hedid win many friends on this ride ashe has been on his earlier adventures.Having seen the perils of sea-life heunderstands that risk is somethingthat needs to be tackled intelligentlyand exercises the same caution whileriding. He will almost always be seenfully kitted up and negotiating highwaytraffic with skill, not getting intoany tight spots. He definitely looksforward to spending more and moretime on his bike and ride out mostlyall by himself, being one with theroad and nature, clicking away withhis camera, whenever he is back onshore. If some day you come across a bigburly matt black loud Royal Enfield BulletElectra with a prominent red star onits tank and the rider in navy blue overallsand protective riding gear, be sure it’s Tejason one of his rides around the country.

Royal Enfield at InternationalMotorshows:NEC Carole Nash Motorcycle Show BirminghamRoyal Enfield was representedat the Carole NashMotorcycle Live at TheNEC, Birmingham by theUK distributer WatsonianSquire and few officials from India. Thisexhibition drew a crowd of nearly 100,000people, who braved the rather bad Novemberweather to make it to this fest. Startingfrom Nov 27th 2010, this 9 day eventalmost ran packed days with prominentmanufacturers showcasing their productsand unique concepts here. The Show had 38manufacturers and almost 200 other exhibitors’displaying their contraptions andideas and showcasing special interactivethemes thus giving visitors nonstop entertainmentat the showRoyal Enfield showcased the Classicrange of motorcycles apart from theFury, a flat tracker variant customised byWatsonian Squire in the UK and poweredby the 500 cc fuel injectedpowerplant. The Fury wouldappeal to a young motorcycleenthusiast owing to itsinspired design, wider handlebars;completely changedseating unit, chrome headlight,chrome indicatorsand twin exhausts. Thismodel also attracted quite anumber of accolades owingto its unique paint schemeand flat tracker design. Theother major attraction atthe Royal Enfield pavilionMr R.L Ravichandran(CEO, Royal Enfield) on themotorcycle featured in theHarry Potter blockbusterwas the Wizard’s ride. Yes!the motorcycle that HarryPotter used in his latestflick “The Deathly Hallows.”internationalThe Watsonian Squire pavilionwith various sidecar designsThe Royal Enfield FuryAlthough Royal Enfield had supplied thesemotorcycles to the producer of the movielong time back, they were tight lippedabout it till the movie was nearing completion.This motorcycle also proved a big hitamongst young children who for a large fanbase of the teen wizard.On display were a number of interestingattachments/contraptions like closed sidecars, trailers etc for the motorcycle fromWatsonian Squire who are pioneer manufacturersof sidecars in the world.Los Angeles InternationalMotor ShowAfter clearing the stringent California emissionnorms earlier in the year Royal Enfieldappended its efforts towards this region byparticipating in the Los Angeles InternationalMotorcycle Show in Long Beach California.The booth also featured a prominentside-car combo on a 500 cc Royal Enfieldbesides the Classic 500 motorcycles. A lot ofthe visitors were quite inquisitive about gettingtheir Royal Enfields in California now,as earlier it used to be quite a task for them.Visitors were quite amazed to see the uniquecombination of classic retro appeal and stylingcombined with modern technology andemissions in a single unique package. Curiouspotential buyers never ran out of questionsat the booth about these motorcyclesand their advent in California.19

Want a piece of the LegendaryThumper delivered at your doorstep?Fill in this subscription form to have a copy of'The Beat' delivered at your address.Name:Address:Phone No:email id:Royal Enfield Motorcycle Owned:1 Model YearOther Motorcycle Owned:1 Model YearOther Vehicle Owned: (Besides Motorcycles)1 Model YearAssociation with any motorcycling Clubs:Tell us about the sections you like in “The Beat”What more would you like “The Beat” to cover?What would you want to contribute to “The Beat”?Kindly Mail the Form back tous at the Following Address:Praveen P Sathaye, PMG, RoyalEnfield, Tiruvottiyur High Road,Tiruvottiyur, Chennai 60001920

FLASH BACKRoyal EnfieldFlying FleaThe Royal Enfield Flying Flea was one of themost exciting of all models owing to its heroicrole in World War II. Having the origin of itsdesign in a German built DKW, this motorcyclewas officially called the “RE” and was poweredby a 125 cc engine. This machine played a pivotalrole in the war as its most dramatic use was bythe Royal Air Force paratroopers. The motorcyclewas placed in a special Royal Enfield designedsteel tubular ‘cage’ which had a parachute attachedto the same. Dropped from an aircraft thisbike would float down along with the paratrooperswho then would then achieve great mobilityover the rough terrain.This was a motorcycle which could tackle the challenges of war-torn landscapes and alsoproved to be a great means of transport in civilian life as well. It was this versatility whichprompted Royal Enfield to continue production of this motorcycle even after the end ofthe war in 1945. The civilian version was equipped with some more creature comfortsand painted in a utilitarian black colour. With a top speed of about 45 MPH and a fuelefficiency of 100 MPG this soon became a very popular runabout. The subsequent variantwhich appeared in 1948 had the speed increased to 47 MPH. 1950 saw a major turn inthis motorcycle as it got telescopicfront forks, a larger sectiontyre, deeper fuel tank and a muchneeded colour change from Blackto a classy looking Silver Grey.The following year the motorcyclegot a new frame and engineand was officially christened the“RE2”This motorcycle formed thebase for the development of thenext model from Royal Enfieldnamely the Ensign which waslaunched in 1952 powered by a148 cc engine.24photographs by Andy Baillie; Royal Enfield & Imperial War Museum

clubBulls ofShimoga(B.O.S).On June 10th 2009, withfew of his friends KennithHarsha went to Ladakhon some 2 stroke motorcycles.They did have quitea successful ride but the low oxygen levelsand the need for frequent gear changingwhile climbing made the ride one difficultendeavor. It was here that he saw that theRoyal Enfield motorcycles were cruisingacross this harsh and formidable terrainin a rather easy manner. It was this uniquecapability of the Royal Enfield motorcyclewhich left him awestruck and impressed.During his ride he noticed that barringtheir 6 bikes almost all the other ridersaround were riding on Royal Enfields. Aftercoming back from the Leh ride he immediatelypurchased his first RoyalEnfield, the Bullet 350 1986 modeland got hooked on to the legendarythumper. Initially he found itslightly difficult to ride owing to itspeculiarities but in a few days’ timeand effort it was easy for him to ridethe thumper.Soon he and three of his friendsDolphy, Karthik & Nagu starteddoing long rides on their Royal Enfieldmotorcycles and a brotherhoodformed. They didn’t have a formalclub at that time but on many oftheir rides they met and interactedwith some Bullet Club members andgot motivated to form their own club. Oncethe club was formally formed they startedlooking out for like-minded passionate bulletriders in and around their area. Withina few days they were able to find five moreRoyal Enfield Riders and the membercount increased. Kennith rode to Goa toattend the Royal Enfield Rider Mania 2010and met loads of Royal Enfield riders fromall over the country and rode back to Shimogawith very pleasant memories and atrophy to boot. It was time to focus on theclub again but they found it quite difficult26to find the name for the club; and at lastsettled down for a traditional name “Bullsof Shimoga” (BOS). The club was formallyinaugurated on 11-12-2010 and a brotherhoodwas born.The main helmsmen of the ‘Bulls of Shimoga’are a bunch of enthusiastic, energeticand vibrant riders. The foundation & backboneof the club is Kennith Harsha Kotian.He is a very passionate rider and loves toride on dirt and twisties. Kennith is a proudowner of 3 Royal Enfield motorcycles, a1968 Bullet 350, a 1986 Bullet 350 and aMachismo LB 500. Dolphy Pinto; affectionatelyknown as the 'sweeper of the club' ashe often is the tailing guy on rides, is a mechanicwith a sound knowledge of Royal Enfieldbikes, rides a Bullet 350cc 1961 model.Karthik Naidu is youngest rider of the cluband a very passionate bulleteer and volunteersto do almost all the club work. He ridesa Bullet 350 1985 model bike. Nagabhushan,known for his jovial nature and sense ofhumour almost has everyone in splits withhis wise cracks and jokes. He rides a 500 ccMachismo. H. K. Kashifa Ahmed, the wellbuilt bullet rider of the club and a good technician,owns the Royal Enfield showroomin Shimoga. He rides his 350 cc 1985 modelbike. Rokesh. G better known as Rocky,rides a 350 cc TBTS. Abhishek anotheramicable fellow rides a new 350 cc ElectraTwin Spark. Suresh A S, is the senior mostrider of the club and is often looked up asthe main guiding force of the club; he rides aBullet 350 cc 1985 model bike.One of the first rides after the club wasformally established was a ride to Agumbe.They have often ridden with each otherpurely as friends but the feeling of theThump that binds was altogether differentwhen riding as a club. Agumbe is famousfor being second highest rain forest in Indiaand a popular tourist destination. Theride started at 6 AM in the morning, and itwas very cold with a thick blanket of mistalmost covering the road. It was indeedvery difficult to ride in the cold wind andwith poor visibility it was difficult to makeout oncoming traffic. But harsh ridingconditions aren’t what stops adventurebugs. They rode with caution and reachedAgumbe around 9 AM, but still sufferedfrom low visibility due to the densemist. This winter ride was definitelyone of the most adventurous andexciting ones the club has had ina while, but the icing on the cakewas the reaction of the other touristsand bystanders to this group ofthumping majestic machines. Theriders ended up being the centerof attraction of the time. A lot ofpeople holidaying in this regionwere impressed by the thumpingmachines and some even requestedto be given a short ride on the machines.Some of the bystanders wereso thrilled that they too wanted toown a bullet. The riders left Agumbe at 12noon and went for a small dirt ride insidethe forest. The ride was one filled withthrill and fun, including its share of spills.The group then proceeded for lunch toThirthahalli around 2 in the afternoon andthen reached Shimoga back at 5:30, justbefore sundown. Being one of the first ridesthis one was definitely an experience formany to remember and cherish. With timethe club definitely is slated to grow and getmore and more ambitious in terms of ridesand other activities.

eviewFieldsheer Mach2 Mesh JacketThe Fieldsheer Mach 2 Mesh jacket has been one of the mostpopular jackets from this well-known riding gear manufacturer.The one reviewed in this article is the 2007 model that has actuallybeen upgraded slightly in the past 3 years into an altogethernew model but older stocks are still available online for greatdeals. The main advantage of this jacket (like other mesh jacketsin general) is the comfort in hot weather conditions as the meshallows cool air to pass through. The removable thermal liner(that can be zipped on the inside of the jacket) makes this jacketusable even during cold weather conditions, a fact which wasborne out during the Royal Enfield Himalayan Odyssey 2010where I wore this jacket in the coldest conditions possible. Theonly disadvantage is that the inner liner is not waterproof henceduring wet weather one would require a waterproof outer shellto be worn over the jacket.The CE-approved armour provided in the jacket for the elbows(long enough to cover the forearm), shoulders and the backhave been designed for the riders comfort. One of the primaryreasons for opting for the Fieldsheer Mach 2 Mesh is that it alsofeatures abrasion resistant “leather” patches in place of themesh on the shoulders, elbows, stomach, and parts of the back.This adds another level of protection, as these are the mostcommon abrasion points on a riding jacket in case of a fall. Thejacket has a Velcro adjustable, micro-fleece collar with padding,which adds to the rider’s comfort. The reflective strips on thisjacket make it highly visible at night. An 8-inch waist zip connectorat the back allows the jacket to be attached to compatibleFieldsheer pants. Rating: ★ ★ ★ ★book reviewOne Life to Ride written by AjitHarisinghani describes in detailthe adventurous tour almostbordering on being labelled asan expedition of the author fromPune to the pinnacle of motorcyclingadventure, Ladakh. Thejourney gets sparked off owingto a promise to a dying friendand a lifelong love admirationalmost bordering on devotionto the legendary Royal Enfieldmotorcycle. Although this bookdoesn’t highlight the intricacies ofthe motorcycle or load you withtechnical jargon it does define theexperience in simple understandablewords. However there is aslight shade of overkill becauseeven otherwise simple incidentsand occurrences have beenover described at a couple ofoccasions making it sound morelike a rather generous usage ofvocabulary rather than a clear cutdescription of feelings, perceptionsand experiences.The unique thing about thisbook is that it describes India asan Indian sees and experiences.Somewhere when any foreignauthor describes his journeyaround India the descriptions andwords always depict his amazementat the warmth but in thiscase it comes across as narrationof expected behaviour. Ajit knowswhat to expect from people inIndia and when he sees it hejust affirms the same throughthis book. Ajit Harisinghani hasspun a wonderful narrative of ajourney where you almost feel asif you are riding pillion on a 4,300kilometre adventure from Punein west-central India all the waynorth, through Jaipur and NewDelhi, all the way up to Leh andJammu. Humour too has foundits place in this epic narrative ofadventure where he makes smalljabs on typicality and tendencieswe all exhibit from time to time.Highly recommended, this bookactually makes a great surprisegift to busy people who wouldjust need an excuse to skip outof their mundane lives and seethe more descriptive and highlyinteresting life of a motorcyclisttravelling around the countrywithout actually going there.Although it does not contain anytips or tricks on how to ride andmaintain your motorcycle nordoes the book suggest how toride over difficult terrain but stilldoes narrate interesting aspectsof the riding lifestyle from timeto time. This book makes a greatread for people who ride and ridefar but will also inspire a oncebeen biker to take brush the dustoff his motorcycle and take tothe road.The book does not have manyphotographs of the ride, theterrain or the adventures but thelanguage and usage of descriptivevocabulary actually puts theimage right in front of your eyeswithout straining your imagination.The reader is often transportedto the hills, and dusty terrain ofLadakh and those who have beenthere almost instantly get remindedof their past adventure. Thisbook is not just a story of an oldguy riding out to the hills, someadventures which the author narratesremoves the age aspect aswhat he feels and narrates is whatanyone of any age would havefelt and expressed. Though not asingle long narrative this is composedof numerous short storiesas each one unfurls as the authormakes his epic journey.There is however a smallside-effect associated with readingthis book; if you are not amotorcycle adventure or travelenthusiast this book just mightmake you one.Rating: ★ ★ ★27