Raul Rai felt that a lifestyle brand was a great way to showcase the country’s culture. He saw Royal Enfield & Goodearth as two brands that best represented India. He believed he could give India’s traditional products in areas such as a apparel a modern feel.Rai spent 3 months doing 250 meetings to be able to find the first nine people to join the brand. Then they spent another nine months in getting the products right. “We kept redoing each product from fabric to cuts till be got what we wanted.” Right from the start we knew we were going to be a digital brand. We knew we had to have a good website. We knew that without Instagram or Facebook, we cannot communicate globally. For a new brand, affording retail spaces internationally would have been difficult, so we knew we had to offer a great digital experience.” says Rai