High on nationalism: It's 'Chak De India' for homegrown automakers
For many motorcycle buyers in India, the Royal Enfield Bullet’s association with the armed and police forces is as much a pull factor as its cult status.
Synopsis
“All brands live within an ecosystem and brands believe that if they wear nationalism on their sleeves, it rubs off on the consumer,” said Harish Bijoor, a brand strategy expert and founder of Harish Bijoor Consults.
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