1. CASE STUDY ON
BUSINESS PROCESS RE-ENGINEERING
AT
ROYAL ENFIELD INDIA

2.  LOHITH .D
 MBA 1st semester
 ILAM
 Bangalore campus

3.  Introduction
 Briefhistory of Royal Enfield
 Case study
 CEO speaks
 Questions
 References
 Video clipping of manufacturing process at
Royal Enfield India

4. INRODUCTION
According to Michael Hammer and Jim Champy
published in their book “Re-engineering the
Corporation” in 1995 the Definition of Business
Process Re-engineering is as follows:
“Re-engineering is the fundamental rethinking and
radical redesign of business processes to achieve
dramatic improvements in critical measures of
performance”

5. BPR is the key to transforming how people
work , what appears to be minor change
in process can have dramatic effect on
cash flow , service delivery and the
costumer satisfaction. Even the act of
documenting business process will
typically improve organization's efficiency
by 10%.

6. ADVANTAGES OF BPR
1) Re-engineering integrates various tasks
and activities into one.
2) Non –value adding activities are
eliminated.
3) Processes are understood from the
perspective of costumers.
4) It promotes „rethinking‟ the nature and
purpose of work
5) Work assumes multi-dimensional
perspectives.

7. 6) Corporate and individual values change
from being „protective‟ to „productive‟
7) Smart work rather than hard work becomes
the norm.
8) Technology as an enabler becomes an
important agent of business transformation
and success.
9) The organization‟s attention is focused on
where to compete rather than how to
compete.

8. 10) It promotes proactive culture, questioning
everything an organization does and seeking
innovative ways of doing work.
11) It aligns core processes to business
strategy.
12) It promotes an organization‟s capability to
adapt.

9. Brief history about the company
Enfield Cycle Co. Ltd.
ROYAL ENFIELD
 Industry
 Motorcycles, lawnmowers

10.  Founded
 1893, as Enfield Manufacturing Co. Ltd.
 Headquarters
Redditch, Worcestershire, England
 Key people
 Founders Albert Eadie and Robert Walker Smith
 Products
 Royal Enfield
Clipper, Crusader, Bullet, Interceptor, WD/RE, Super Meteor
 Defunct
 1971
 Headquarters Successor
 Royal Enfield (India)

12. Royal Enfield was the
name under which the
Enfield Cycle Company
made
motorcycles, bicycles, lawn
mowers and stationary
engines. This legacy of
weapons manufacture is
reflected in the logo, a
cannon, and their motto
"Made like a gun, goes
like a bullet". Use of the
brand name Royal Enfield
was licensed by the Crown
in 1890.

13. Royal Enfield is now the oldest motorcycle
brand in the world still in production with the
Bullet model enjoying the longest motorcycle
production run of all times.
Royal Enfield motorcycles has been sold in
INDIA from 1949. In 1955, the Indian
government looked for a suitable motorcycle
for its police and army use for patrolling the
country‟s border . The Bullet was chosen as
the most suitable bike for the job. The INDIAN
government ordered 800, 350cc model
Bullets, an enormous order at that time.

15. In 1955 , Reddich company partnered Madras
Motors in India in forming „Enfield India‟ to
assemble under license the 350cc Royal Enfield
motorcycle in Madras(now called Chennai).
Under Indian law, Madras Motors owned the
majority (over 50%)of shares in the company.
In 1957 tooling equipment was sold to Enfield India
so that they could manufacture components.
By 1962 the complete bikes were manufactured
In India.

16. The engines of the bikes were
made of cast iron which was the
reason for the stupendous thump
thump sound of the machine.
This stupendous sound of the
machine , its sheer power
, matchless stability and rugged
looks made it a huge hit among
the people . It looked tailor made
for the Indian roads.
Later on in 1960‟s ,Enfield of
India split up with Royal Enfield of
UK, as the former couldn‟t
continue with the changes being
made to the bullet.

17. Later things went haywire with the original
company defunct in 1971, Enfield of India
had no technological support and had a
tough time coping up with frugal Japanese
rivals and also due to emission norms, the
engine had to be ditched for a more sober
sounding alloy unit.
The gear box was also agricultural and oil
leaks, along with regular trips to mechanic
also added a problem for the Enfield.

18. In 1990 Enfield of India venture into
collaboration with Eicher group, a leading
automotive group in India and later merged
with it in 1994. Eicher group is involved in
the production and sales of
tractors, commercial vehicles and
automotive gears.
Enfield of India bought the rights to use
the Royal Enfield name in 1995.

19. With the merger, the Royal Enfield with
Eicher constructed an engine i.e.;
UNIT CONSTRUCTION ENGINE (UCE)
which now have replaced the CAST IRON
engines which existed for over 50yrs on all
its models.
This is a bid to keep the model alive while
managing to meet the stringent emission
norms that the Bharat stage lV norms lay
down for all automobiles in India

21. Here are the new bunch of bikes straight from
the Royal Enfield pavilion which embark
upon with the UCE engine with twin spark
ignition.

23. Other new features include:
1) 5 speed gear box , with gear shift on left.
2) Reliable four stroke , single cylinder
engine.
3) Reliable dense electric starter.
4) New „Flat line‟ dual seat.
5) New petrol tank shape.
6) Gold star like exhaust pipe.
7) Chrome plated rear brake lever on right.
8) Modern Japanese switch gear.

25. Now the Royal Enfield follow the LEAN
MANUFACTURING TECHNIQUES in its
production process and POKA-YOKE
being the most important lean
manufacturing technique .
They also adapt KAIZEN TECHNIQUE in
their process.
One of the uniqueness in their production
plant is TOTAL PRODUCTIVE
MAINTENANCE.

26. The company is
ISO 9001, ISO 14000 and ISO 16949
certified.
The TNS survey has rated ROYAL ENFIELD
as the “BEST CUSTOMER
SATISFACTION” bike in cruiser category.

27. Dr. Venki Padmanabhan
the Doctorate is a Ph.D in
Industrial Engineering
From university of Pittsburg.
In an interview to
AFP(Agence France-
Presse, French news agency)
from the company
headquarters
in the southern port city of
Chennai told that the group
had turned a new page in its
illustrious history.

28. “Finally the things that needs to be cleaned up got
cleaned up and they have had a very subtle but very
significant impact” he says.
Padmanabhan compares managing the company
, owned by the Indian Industrial group Eicher for the
last 16 years, to caring for a Chinese bamboo tree.

29. “You have years of experimenting and figuring
out what works, working out how to protect
the plant and then finally it grows eight feet”.
“I think this is what we are beginning to see”
he says. “The fundamentals have finally
clicked”.

30. What likely to be seen as a watershed
moment in the history of the firm, Enfield
dared to offend the purists(someone who
insists on great precision and correctness)
by overhauling the engine in
2009, launching the brand new Classic
motorcycle.
Initial order for the bike , which retails at
RS1,50,000 were expected to be 150-200 a
month , but the company quickly found
itself processing about 100 a day.

32. Suddenly the previously niche manufacturer had
an eight month waiting period and production
at the creaking factory in Chennai – described
as a „relic‟ by Padmanabhan – has since been
ramped by 40% growth.
Demand is so great that Eicher has agreed to
invest in a new RS 100 crore ($22 million)
Greenfield factory near Chennai that will
double the production capacity from 70,000
bikes a year to 1,50,000 by 2013.

33. 120
100
80
60 Series2
Series1
40
20
0
sales 1955 sales 1965 sales 1975 sales 1985 sales 1995 sales 2005 sales 2011

34. The expansion plans are ambitious, the
company is taking the export market
seriously for the first time, building overseas
sales networks in Britain, United
States, Germany, France and Japan.
.

35.  Thekey to success of new model was
keeping enough of old features to retain
the heritage of Royal Enfield, while
removing the problems that turned off
potential buyers – says Padmanabhan

36.  What according to you are the important
stages in Re-engineering of Royal Enfield
motorcycle?
 What other versions or models do you
wish to add to existing line of Royal Enfield
motorcycle?

37.  Wikipedia (History of Royal Enfield)
 Royal Enfield motorcycle history(Google
Custom Search)
 MotorBeam.com(The fascinating history of
Royal Enfield)
 Robert E .Cole. “Re-engineering the
Corporation: A Review Essay”. Quality
Management Journal (July 1994):77-85
 ^_[3] Ian Chadwick Enfield India[retrieved 22
October 2006]
 LinkedIn profile of Dr. Venki Padmanabhan
CEO of Royal Enfield