Royal Enfield has announced the appointment of Rudratej ‘Rudy’ Singh as president, Royal Enfield. He will be reporting to Siddhartha Lal, managing director and CEO, Eicher Motors, and will be based out of the company’s corporate office in Gurgaon.

Announcing the appointment, Siddhartha Lal said, “Rudy joins Royal Enfield after spearheading global brands and businesses for almost two decades across emerging and developed markets. His extensive experience in marketing mix development and managing brand equity along with the rich global perspective will help us in our objective of becoming leaders in the mid-sized motorcycling segment. I welcome Rudy to the Royal Enfield family and look forward to working closely with him to make Royal Enfield a truly global brand.”

As president, Royal Enfield, Rudratej Singh, who is a passionate biker, will be responsible for building thought leadership for the brand and leading the commercial business for Royal Enfield. This will include global sales and after sales, brand and marketing, new product strategy and creating and growing new business opportunities such as apparel, accessories, and other adjacencies.

Prior to joining Royal Enfield, he was based in Singapore with Unilever as vice-president - South Asia, HPC & Foods Marketing Operations. He has been successfully leading brands and businesses in gaining market share both by challenging competition as well as expanding the market globally. His forte has been leading disruptive marketing and business models that challenge status quo. He is a veteran in leading and mentoring diverse teams across geographies and cultures. The new appointment underlines Royal Enfield’s strategic brand focus where it continues to evolve its organisation structure by attracting global talent with a view to become leaders in the global mid-sized motorcycle segment.

Commenting on his new role, Rudratej Singh said: “Royal Enfield has been on an exciting journey with record growth in the recent years. It has constantly challenged business and brand conventions, and I look forward to establishing Royal Enfield as the most iconic motorcycle brand, and a world leader in midsize motorcycles.”