Leading Behaviour Change

Activating desired changes in the behaviour of riders, local communities and other stakeholders to respond to new living and leisure realities in India.



To support Eicher Group Foundation/ Royal Enfield, India in engaging its large rider community in adopting sustainable travel practices while exploring their homeland on two wheels.


In progress


This state-of-the-art project involves collaboration with an inspiring partner proving that sustainability can be part of a corporation’s DNA. The work with Eicher Group Foundation/ Royal Enfield focuses on making sustainable travel practices a norm for Royal Enfield riders.

Exploring different parts of India on their motorbikes is a common way for Royal Enfield owners to spend their leisure time. While they experience the cultural and natural wealth of their homeland, riders can make choices that enhance the quality of their experience at the same time also make a difference for the quality of life of local communities residing in rural areas. The project seeks to support the adoption of sustainable travel practices among Royal Enfield riders in ways that generate higher value for rural residents and local nature.