ROYAL ENFIELD’S UNIQUE ‘MAKE IT YOURS’ PROGRAM NOW ENABLES CUSTOMIZATION ON RIDING JACKETS YOUR ADVENTURE, YOUR JACKET

   

Royal Enfield’s ‘Make It Yours’ program now extends to the riding jacket category 

·         With this launch, Royal Enfield aims to provide a more customised and personalized shopping experience across its range of riding gear like helmets, t-shirts, and riding jackets 

New Delhi, 20 September 2021: Royal Enfield, the oldest motorcycle brand in continuous production, has always been a canvas for customization and personalization- promoting self-expression for brand aficionados. Riding enthusiasts, artists and custom builders across the world have personalized their Royal Enfield apparel and gear to reflect their own style, making it their own. Taking this ahead, Royal Enfield, is extending the Make It yours (MiY) programme, to its range of riding jackets, advocating the idea/concept of ‘Your Adventure, Your Jacket’. This industry first initiative has been developed carefully keeping in mind the riders’ need and comfort  to provide him/her an enhanced riding experience.

Enthusiasts can now buy their riding jackets according to their riding needs through a new intuitive interface. They can choose through a catalogue of different components and build their jackets the way they want to. This one-of-a-kind extensive offering by the riding gear brand enables users to select riding jackets of their choice and customize it from a choice of colours, liners and armours. Along with colour choices, the platform also offers the option to add winter and rain liners to their riding jackets. 

Speaking on the launch of MiY on riding jackets, Mr. Puneet Sood, National Business Head - North and West India & Global Business Head - Apparel, Royal Enfield, said, “Royal Enfield has always been working towards enhancing the ownership experience for its customers - be it motorcycles or apparel. We listen to our riding community who is constantly engaged with us and gives us feedback, thus helping us build relevance in the range we offer. With its MiY initiative, the brand’s advocacy for self-expression and customization grows stronger. After witnessing the overwhelming response to our MiY Initiative for the range of motorcycles, helmets and t-shirts, we decided that it was time we took this forward to our range of riding jackets as well. Consumers are often compelled to buy riding jackets off the shelves to act more as utility accessories as opposed to catering to their needs or complementing their style.  This initiative now gives users the opportunity to not just build all-new jackets but also upgrade their existing jackets.” 

Under the MIY ridg jackets initiative, keeping safety at the forefront, consumers can add armour for impact protection  to areas like chest,  shoulders and  back. Additionally they have an option to choose between Knox and D30. All this at a great price point. The focus is to offer products that meet global safety norms while making them accessible. 

This offering can be availed from Royal Enfield’s official online store at Store.royalenfield.com/MYO and Royal Enfield also intends to take the MIY on helmets, t-shirts and riding jackets to its dealership stores soon.

About Royal Enfield Apparel:

Started in 2014, Royal Enfield Apparel division was conceived with a single aim - to create an ecosystem around pure motorcycling and enhance the motorcycling experience. Safety is the prime consideration for Apparel, with three important parameters - protection, comfort and style. It strengthens the Pure Motorcycling way of life and allows emerging aspirants and existing loyalists to express themselves with the brand in numerous new ways. Relevance and being accessible for the end user are the other key attributes that Royal Enfield considers. Our apparel range consists of lifestyle apparel and protective gear. 

For more information- https://store.royalenfield.com/

About Royal Enfield

The oldest motorcycle brand in continuous production, Royal Enfield has created beautifully crafted motorcycles since 1901. From its British roots, a manufacturing plant was established in Madras in 1955, a foothold from which Royal Enfield spearheaded the growth of India’s mid-sized two-wheeler segment. Royal Enfields are engaging, uncomplicated, accessible, and fun to ride; a vehicle for exploration and self-expression. It’s an approach the brand calls Pure Motorcycling. 

Royal Enfield’s premium line-up includes the all-new Meteor 350 cruiser, Interceptor 650 and Continental GT 650 twins, the Himalayan adventure tourer, and the iconic Bullet 350 and Classic 350 singles. Riders and a passionate community are fostered with a rich profusion of events at a local, regional, and international level. Most notable are Rider Mania, an annual gathering of thousands of Royal Enfield enthusiasts in Goa, and Himalayan Odyssey, a yearly pilgrimage over some of the toughest terrain and highest mountain passes.

A division of Eicher Motors Limited, Royal Enfield operates through 921 large format dealerships and 638 studio stores in all major cities and towns in India and exports to over 60 countries around the globe. The company’s two state-of-the-art production facilities are located at Oragadam and Vallam Vadagal, near Chennai. Royal Enfield recently invested in two world-class technical centres, in Bruntingthorpe, UK, and Chennai, India, and in 2020 opened its first assembly unit outside India, in Buenos Aires, Argentina. With more than 17% growth year-on-year for the last 5 years and sales in international markets up 96% in 2019-20, Royal Enfield is the leader in the global mid-size motorcycle market.