The year was 2008. Royal Enfield was at a crossroads as to how to plan their portfolio, leveraging brand strengths while correcting for weaknesses.
Drshti partnered RE over a 5 year period:
initially understanding the Royal Enfield Brand DNA of the mother brand and sub brands through ethnographic immersions and ride outs with Enfield users, rider clubs.
User experience also guided design and portfolio decisions.
Internal insighting workshops created consumer sensitivity within the organisation
When new designs emerged, we conducted quantitative bike clinics and product tests to evolve their new offerings. The highly successful Royal Enfield Classic, and many sub brands thereafter, emerged from this process. To date, Drshti is closely involved with Royal Enfield brands and continues to test their products prior to launch.