Royal Enfield Pune Showroom 7
Business, Marketing

Design led business transformation – Royal Enfield Showroom

Editor’s Note: Design today plays a crucial part in every business. To quote Steve Jobs –

Design is not just what it looks and feels like. Design is how it works.

This is becoming increasingly true even for offline businesses. The way your customers get introduced to your product, the level of comfort they experience when they visit your office, and most importantly, the flow through which they go while ‘interacting’ with the product influences sales. Alok Thakurdesai, a designer based out of Pune, has taken a shot at proving this intuitive but not-easy-to-prove hypothesis. The case in consideration is the Royal Enfield Showroom designed by him which has led to a 50% increase in sales as compared to other established showrooms. His writeup and experiences are below –

Redesigning the way customers experience Royal Enfield

These days, people are becoming more and more design aware. It is in the sub-conscious of the customer that design makes an impact. In the Retail business, what differentiates you from the pack is what experience you have on offer. Yes you have a brilliant product, but how you present it to your customers that matters. This is exactly what we at Three Fourteen Design wanted to achieve when we started work on redesigning Royal Enfield‘s Retail Space Design.

Auto Companies focus on building retail spaces that are mere bases of interaction with the customers. But how are they presenting the company to the customer? Design goes hand in hand with the User Experience at an Automotive Showroom. When you sell an experience, people will be loyal to your company and they will never even look elsewhere.

Royal Enfield as a company has a very loyal customer base, and its roots are grounded in rich history from England to india. The starting cost of a bike in the Royal Enfield range is a lakh rupees. A lakh rupees! And the fact that each and every bike is hand-built just adds to the value and the “pride” quotient. Why then should the Retail Space be ignored? The Showroom is the first point of interaction between the customer and his/her future bike. We wanted the showroom to shout out “Welcome to the ROYAL Enfield experience”.

Each and every corner of the showroom we designed keeping in mind the company’s story. The colour palette is warm yet rich with small added details. Details that, just like the company and its bikes, makes you want to explore for more! Every piece of furniture holds some relation to the history of the bikes. For example, the chairs we chose were designed by Charles and Ray Eames during the height of the Industrial Revolution. Elements like these add to the detail of the experience!

The bikes and the design now compliment each other well and makes your experience of buying your next Royal Enfield even more Royal!

Royal Enfield Pune Showroom 7

Royal Enfield Pune Showroom -vintage enfield

Royal Enfield Pune Showroom 1

Royal Enfield Pune Showroom 1- bikes


Photos and case study: Threefourteen | You can reach out to Alok Thakurdesai on his website – Threefourteen .

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Business, Human Resources, IIM

Detachment and leadership

We welcome our latest strater, Amit S Holey, an alumnus of the SP Jain PGDSM – MIT course. Amit also blogs here.

Leadership is one of the most coveted yet one of the toughest roles in any industry. The jazz and awe that accompanies any leadership position also carries with it the burden of tough decisions . As Spiderman teaches us- ” With great power comes great responsibility“. One of such compelling tasks is the ability to get detached and move on.

Two dynamic leaders from the technology industry have been in news recently. Both are founding fathers of great technology companies. Yet their attitudes have been contrasting and surprisingly so. Nandan Nilekani has been appointed by the Prime Minister as in charge of the UIDAI of the prestigious project. Two years ago, following the footsteps of NRN Murthy, he had already moved onto the co chairman role clearing the way for others. Now, there is a talk of further upward movement of the new generation of leaders. Nandan and NRN have moved on and let the sapling they planted blossom under other leaders.

Compare this with Apple. Steve Jobs has held a vice like grip and instilled deep fear in the minds of its employees. There is absolute secrecy over his health, so much so that the rumours floating in the media are furtively traced to the employee. All new products under development are fiercely guarded within the Labs itself in such secrecy that even the top echeleons of Apple are at times fazed to hear about the launches. Steve’s health has been deteriorating and the truth has been stifled from reaching the media. There is an interim CEO, but reports say he is just that- an interim CEO. Jobs is in the classic leadership dillemma. He just does not seem to let go of his baby – Apple.It maybe the one of the highly innovative companies, but it is reckoned to be a scary place to work.

An organization is akin to a family. The family head is the provider for the members and has the duty to nurture the youngsters in the family. With the passage of time, it is the duty of the family head to pass on the responsibilities  and step out of the role. S/he may mentor, but Nature forces the passing of the baton in such subtle but strong ways that the next generation has to come up and the old has to step down. It is the Law of Life to ensure the process of Evolution. When the old generation tends to hold on, it leads to skirmishes and sometimes even breach of the Family concept.

Similar is the case with the organizations -albeit at an abstract level. Founding fathers must understand and respect the Law of Life. They must pass on the baton and move on. Latching onto their positions only rottens the company and slowly starts to run counter to all the earlier work. Attachment is the root of all evils. Survival instinct is the strongest of all animal behaviours and that very instinct perhaps breeds selfishness that causes attachment. Bhagvad Gita, therefore says – ” Do your duty rightfully and do not worry about the fruits. They shall come eventually.”

Only when one moves on, will one evolve. Only when one moves on, will the others evolve. Hoarding creates nothing, but destroys the very thing that it holds.

Remember the movie ‘Dilli 6’. The feathers of Masakalli – the pigeon are tied as Om Puri wishes to retain the bird forever. In the same way, he stifles his own daughter too. She secretly mines a passion to sing in the ” Indian Idol”, but family resistance keeps her down. Nobody is happy this way. Only when Masakalli is untied and let free, does she scream into the air and fly away. The freer the bird, the higher it flies and the happier you are. Do not strangle the bird and choke yourself. Love it and let it fly. It is yours and always yours.

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