Kishore says one clear shift in the consumer buying behaviour is the rising demand for versatile everyday wear alongside riding gear. Consumers are looking for apparel that travels with them both on and off the motorcycle, and this year that trend has become more pronounced.
Sangeet Kishore, Royal Enfield
Royal Enfield transcends being just a motorcycle manufacturer, it fosters a strong lifestyle through community events including Rider Mania, Himalayan Odyssey, and One Ride. The brand’s apparel and accessories vertical attract even non-riders. The company's 20% apparel consumers are non-bike owners. These efforts build loyalty and cultural identity among enthusiasts.
With over 900+ dealerships in India and significant international footprint across 60+ countries, Royal Enfield infuses strong brand recall. In a recent conversation with FE Retail, Sangeet Kishore - Global Head, Apparel Business at Royal Enfield shares lifestyle apparel and riding gear are showing the strongest momentum this season.
Excerpts:
How are you preparing for the festive season sale?
Stronger inventory levels have been built, and availability has been widened across brand stores and online channels to remove friction from the buying process. Operationally, we have worked on pre-positioning stock at the right locations to avoid last-mile delays, while also stress-testing systems to handle a sudden rise in traffic. We want to ensure that when demand spikes, as it inevitably does during this period, the experience for riders remains seamless.
What are the new initiatives you're launching this year for the sales event?
The emphasis this year has been on agility. We’ve streamlined warehouse operations and pre-positioned stock in multiple locations so that last-mile delivery timelines are shorter and more reliable. In parallel, we’ve invested in digital integration between our stores, warehouses, and online platforms to ensure visibility across the chain, which helps us redirect inventory dynamically based on where demand is strongest.
Alongside these structural shifts, our core offering continues to rest on a steadfast supply chain that ensures product availability across markets and fuels consistent growth. These measures are designed to make our retail engine faster, more responsive, and more resilient, not only for the festive season but for the longer term.
What are your sales figures for the past year's festive sale event? How much growth in % are you expecting this year?
Festive seasons have historically delivered robust growth for us. With a wider product range and deeper engagement across channels this year, we anticipate that trajectory to continue.
What are the fresh consumer buying behaviour trends you're observing this year that were missing in last year?
One clear shift is the rising demand for versatile everyday wear alongside riding gear. Consumers are looking for apparel that travels with them both on and off the motorcycle, and this year that trend has become more pronounced. There has also been a noticeable increase in demand from younger audiences and women buyers. Compared to last year, these groups are playing a larger role in driving sales, pointing to a broadening of the customer base.
What segments/categories/channels are going to get more growth than others this year?
Lifestyle apparel and riding gear are showing the strongest momentum this season. On the channel front, our official website has become increasingly important, as have select e-commerce platforms that give wider access to online-first consumers. At the same time, exclusive brand outlets remain vital, providing an immersive experience of the brand.
What is the core theme or strategy driving your festive season campaign this year, and how does it differ from last year?
The theme this year is about bringing the “motorcycling lifestyle” alive in a broader sense i.e. not only gear for the ride itself but apparel designed for life off the saddle as well. Last year’s campaign leaned more towards functional riding gear, while this year, we are highlighting apparel that speaks to everyday identity. It is a more inclusive approach, in step with the way our consumers see Royal Enfield apparel as part of their wider lifestyle.
With most festive offers now discovered via social media and digital channels, what platforms or formats are you prioritising for maximum reach?
Social media discovery is now central to festive shopping behaviour, so naturally, Instagram is our priority platform, not only for visibility but for its ability to combine reach with targeted storytelling. We are investing in creator-led content that brings authenticity, short-format videos that capture attention quickly, and campaigns that speak to both riding and lifestyle audiences.
At the same time, we continue to strengthen our own ecosystem through our website which serves as a central hub for our community - making it easier for consumers to explore collections, shop seamlessly and engage with the brand. The idea is to connect with diverse consumer groups in ways that feel relevant and engaging, rather than simply promotional.
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